On the occasion of the Beijing Inbound Tourism Development Conference, the Beijing Mutianyu Great Wall Tourism Service Co., Ltd. announced a strategic partnership with Visa and officially unveiled the first "Visa International Friendly Payment Zone (Visa Zone)" at a Chinese World Heritage site. Together, the two parties are establishing Mutianyu as the pilot location to innovate inbound payment services at World Cultural Heritage sites, helping Beijing become China's premier destination for inbound tourism.
At the launch event, Dong Li, Party Committee Secretary and Chairman of Beijing Mutianyu Great Wall Tourism Service Co., Ltd., Kang Jie, Deputy Party Committee Secretary and General Manager, along with Yin Xiaolong, President of Visa China, and Bobby Thomson, Visa's Head of Global Government Affairs, jointly attended and exchanged a Memorandum of Cooperation, marking the strategic partnership's transition to substantive implementation.
Mutianyu as the Pilot for a Demonstration Project
Building the Great Wall into an "International Reception Lounge"
With the continuous optimization of visa-free policies, China's inbound tourism market is steadily recovering. Data shows that in 2025, the country received 35.17 million foreign visitors, a year-on-year increase of 30.5%, while travel services exports approached 400 billion yuan, up nearly 50% year-on-year. This growth in inbound tourist numbers places higher demands on service efficiency and the consumer experience at major cultural and tourism destinations.
Against this backdrop, to further enhance the experience for international visitors, Mutianyu Great Wall and Visa will upgrade the payment environment around the scenic area and its surrounding commercial spaces. By promoting innovative payment methods such as "camera scanning for QR code payments," improving foreign card acceptance, optimizing ticketing and shopping experiences, and strengthening diverse payment options, the partnership aims to establish a new benchmark for inbound payment services.
As a World Cultural Heritage site and an important international gateway, Mutianyu Great Wall is accelerating its development into an "International Reception Lounge" at the Great Wall. The launch of the "International Friendly Payment Zone" with Visa represents a key step in elevating the site's international service standards. The goal is not only to make it easy for international visitors to come but also to ensure they have a comfortable and smooth travel and spending experience. Going forward, leveraging Mutianyu's cultural tourism resources and Visa's global network, the two parties plan to introduce international cultural, sports, and tourism offerings to further enhance Mutianyu Great Wall's global influence.
Mutianyu Great Wall is not only a cultural symbol of China but is also committed to becoming the "first stop" where global visitors can learn about China and experience Chinese hospitality. The scenic area will continue its open approach, working with global partners like Visa to align service standards at World Cultural Heritage sites with international norms, contributing to Beijing's ambition to become China's premier destination for inbound tourism.
