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NEOM Hosts Leading Industry Figures for its ‘Discover NEOM’ China Showcase

The tour began in Beijing on April 15, and continued in Shanghai on April 17. (SPA)
The tour began in Beijing on April 15, and continued in Shanghai on April 17. (SPA)
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NEOM Hosts Leading Industry Figures for its ‘Discover NEOM’ China Showcase

The tour began in Beijing on April 15, and continued in Shanghai on April 17. (SPA)
The tour began in Beijing on April 15, and continued in Shanghai on April 17. (SPA)

Saudi Arabia’s NEOM kicked off the China leg of its global “Discover NEOM” tour, in Beijing and Shanghai, with over 500 senior business and industry leaders in attendance.

The tour began in Beijing on April 15, and continued in Shanghai on April 17, said NEOM in a statement on Wednesday.

Organized in partnership with CCPIT Beijing and CCPIT Shanghai, the events included a series of presentations by NEOM’s leadership team showcasing on-the-ground progress and milestones to date, as well as details of NEOM’s various economic sectors.

The events highlighted opportunities for Chinese companies to engage and invest in NEOM. A number of companies expressing interest and discussing tangible next steps with NEOM leadership.

The agenda also included a forum that explored the vast number of opportunities available for Chinese construction companies. Over 100 companies participated in the forum and were briefed about the onsite construction progress across NEOM and its regions.

A private showcase, titled “Discover NEOM: A New Future by Design”, was the highlight of the events. It provided guests with an immersive experience that explored THE LINE, the 170-kilometer-long city that will be the future of urban living; Oxagon, which is redefining the traditional industrial model; Trojena, the mountain resort of NEOM, and finally, Sindalah, a luxury island destination in the Red Sea that will be open to the public later this year.

NEOM CEO Nadhmi Al-Nasr said: “We are grateful to CCPIT Beijing and CCPIT Shanghai for supporting our visit to China and for the opportunity to present NEOM’s vision.”

“To date, NEOM has already engaged with over 15 major Chinese businesses and invested in a number of Chinese startups to support the growth and diversification of NEOM. Collaboration with China will continue to play a vital role in the development of NEOM, and we look forward to strengthening our engagement with the country’s business community.”

CCPIT Beijing Chairman Guo Huaigang said that NEOM and Beijing have significant potential for economic cooperation, and that both are accelerating the development of new modes of productivity, deepening comprehensive reforms, promoting scientific and technological innovation, and working to ensure the protection of the environment. He added that CCPIT Beijing looks forward to the role the cooperation can have in Beijing’s future prosperity.

Deputy Secretary General of Shanghai Municipal Government Zhao Zhuping said: “Shanghai greatly values our relationship with Saudi Arabia. Over the years, we have engaged in extensive cooperation in trade, education, culture and more. We look forward to deepening mutually beneficial engagement with NEOM across infrastructure, renewable energy and technological innovation. The benefits and opportunities for this partnership will only continue to grow.”

“Discover NEOM” China is the latest edition of NEOM’s global roadshow; it follows engagements in key international markets, including Seoul, Tokyo, Singapore, New York City, Boston, Washington, D.C., Miami, Los Angeles, San Francisco, Paris, Berlin and London.

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China Extends Visa-free Entry to More Than 70 Countries to Draw Tourists

Tourists take a souvenir photo as they visit the Temple of Heaven, in Beijing on June 15, 2025. (AP Photo/Andy Wong)
Tourists take a souvenir photo as they visit the Temple of Heaven, in Beijing on June 15, 2025. (AP Photo/Andy Wong)
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China Extends Visa-free Entry to More Than 70 Countries to Draw Tourists

Tourists take a souvenir photo as they visit the Temple of Heaven, in Beijing on June 15, 2025. (AP Photo/Andy Wong)
Tourists take a souvenir photo as they visit the Temple of Heaven, in Beijing on June 15, 2025. (AP Photo/Andy Wong)

Foreign tourists are trickling back to China after the country loosened its visa policy to unprecedented levels. Citizens from 74 countries can now enter China for up to 30 days without a visa, a big jump from previous regulations.

The government has been steadily expanding visa-free entry in a bid to boost tourism, the economy and its soft power. More than 20 million foreign visitors entered without a visa in 2024 — almost one-third of the total and more than double from the previous year, according to the National Immigration Administration.

“This really helps people to travel because it is such a hassle to apply for a visa and go through the process,” Georgi Shavadze, a Georgian living in Austria, said on a recent visit to the Temple of Heaven in Beijing.

While most tourist sites are still packed with far more domestic tourists than foreigners, travel companies and tour guides are now bracing for a bigger influx in anticipation of summer holiday goers coming to China, The Associated Press reported.

“I’m practically overwhelmed with tours and struggling to keep up” says Gao Jun, a veteran English-speaking tour guide with over 20 years of experience. To meet growing demand, he launched a new business to train anyone interested in becoming an English-speaking tour guide. “I just can’t handle them all on my own” he said.

After lifting tough COVID-19 restrictions, China reopened its borders to tourists in early 2023, but only 13.8 million people visited in that year, less than half the 31.9 million in 2019, the last year before the pandemic.

In December 2023, China announced visa-free entry for citizens of France, Germany, Italy, the Netherlands, Spain and Malaysia. Almost all of Europe has been added since then. Travelers from five Latin American countries and Uzbekistan became eligible last month, followed by four in the Middle East. The total will grow to 75 on July 16 with the addition of Azerbaijan.

About two-thirds of the countries have been granted visa-free entry on a one-year trial basis.

For Norwegian traveler Øystein Sporsheim, this means his family would no longer need to make two round-trip visits to the Chinese embassy in Oslo to apply for a tourist visa, a time-consuming and costly process with two children in tow. “They don’t very often open, so it was much harder” he said.

“The new visa policies are 100% beneficial to us,” said Jenny Zhao, a managing director of WildChina, which specializes in boutique and luxury routes for international travelers. She said business is up 50% compared with before the pandemic.

While the US remains their largest source market, accounting for around 30% of their current business, European travelers now make up 15–20% of their clients, a sharp increase from less than 5% before 2019, according to Zhao. “We’re quite optimistic” Zhao said, “we hope these benefits will continue.”

Trip.com Group, a Shanghai-based online travel agency, said the visa-free policy has significantly boosted tourism. Air, hotel and other bookings on their website for travel to China doubled in the first three months of this year compared with the same period last year, with 75% of the visitors from visa-free regions.

No major African country is eligible for visa-free entry, despite the continent’s relatively close ties with China.

North Americans and some others in transit can enter for 10 days Those from 10 countries not in the visa-free scheme have another option: entering China for up to 10 days if they depart for a different country than the one they came from. The policy is limited to 60 ports of entry, according to the country's National Immigration Administration.

The transit policy applies to 55 countries, but most are also on the 30-day visa-free entry list. It does offer a more restrictive option for citizens of the 10 countries that aren't: the Czech Republic, Lithuania, Sweden, Russia, the United Kingdom, Ukraine, Indonesia, Canada, the US and Mexico.

Aside from the UK, Sweden is the only other high-income European country that didn’t make the 30-day list. Ties with China have frayed since the ruling Chinese Communist Party sentenced a Swedish book seller, Gui Minhai, to prison for 10 years in 2020. Gui disappeared in 2015 from his seaside home in Thailand but turned up months later in police custody in mainland China.