Second Only to Beijing: Zhangjiajie Becomes the No.2 Inbound Destination for Western European Travelers

Zhangjiajie has grown into the second most popular city in China for inbound tourists from Western Europe, second only to the capital Beijing, Hong Kong's Ta Kung Wen Wei Media reports.

Citing the latest inbound tourism data, the report attributes the rise to a combination of factors: expanded visa-free and transit policies, improving international connectivity, and the sandstone pillars of Zhangjiajie — the real-world inspiration behind the film Avatar — which have become one of the most recognizable images of China on European social media.

The report notes that European travelers increasingly favor private, customized journeys over traditional coach tours, spending more days on destination and exploring beyond the scenic areas into Tujia villages, tea mountains and night markets.

Local travel agencies have adapted quickly, the report says, with English-speaking travel designers, tailor-made itineraries and service standards aligned with international expectations. "Western European guests are not looking for a checklist," one local operator is quoted. "They are looking for a version of China they cannot find anywhere else."