International visitors tour a scenic area in Ningbo. [Photo provided by Ningbo Municipal Bureau of Culture, Radio, Television, and Tourism]

Ningbo in Zhejiang province is stepping up its push into the global tourism market with new initiatives aimed at doubling its inbound visitor numbers by 2027.

On July 1, the Ningbo Municipal Bureau of Culture, Radio, Television, and Tourism released its Inbound Tourism Doubling Action Plan (2025–27).

The plan sets out a roadmap for turning Ningbo into a top international travel destination through four aspects: product innovation, targeted marketing, upgraded services, and supportive policies. A refreshed bilingual tourism brand — In Ningbo, Enjoy — will anchor these efforts.

To enhance its offerings, the city is rolling out integrated cultural and tourism products. It plans to launch a series of "in-store tax refund merchants" at key business districts, pedestrian zones, and major scenic spots.

As one of the world's busiest ports, Ningbo aims to create specialized tour routes combining passenger and cargo traffic and air-sea intermodal transport — with a focus on attracting foreign seafarers. The city will also make use of its 240-hour visa-free transit policy to promote curated transit travel packages.

Infrastructure and service improvements are underway at entry points, particularly at Ningbo Lishe International Airport. These include one-stop platforms offering services for communication, payments, cultural information, and baggage handling. Ningbo is also refining visa facilitation measures for inbound tourist groups and streamlining processing services at ports of entry.

Efforts are also being made to expand mobile payment options for international visitors. The city is advancing acceptance of foreign cards and currency exchange services, while also improving bilingual signage in major cultural and tourist venues. Staff training programs are being enhanced to boost foreign language proficiency and customer service capabilities.

According to official statistics, the number of foreign nationals temporarily entering Ningbo rose by 12 percent year-on-year from January to May. Inbound arrivals at Ningbo Lishe International Airport increased by 27.64 percent, while overnight stays by inbound visitors grew by 18.6 percent.