Illustration: Xia Qing/GT

I had originally planned a trip to Bali and Bangkok for the end of this month. But, after a closer look at prices, timing and personal preference, I opted for a weeklong trip to Hainan, China's tropical island province, famous for its soft sands, swaying palms and increasingly strategic place in China's domestic tourism economy. The entire trip, including a professional photoshoot package, cost less than $350. This wasn't just a good deal. It was a revelation.

As a journalist who has lived around the world and reported on everything from economic policy to political transformation, I found myself stunned by the value and ease of this domestic option. It led me to reflect not just on the microeconomic decision I made for this trip, but on the fact that what I am experiencing firsthand is part of something much larger: the success of China's dual circulation model, the soft power embedded in its consumer economy and the new global prestige surrounding its products and services.

Monday is the 15th China Tourism Day. Administrative departments of culture and tourism nationwide are focusing on optimizing the inbound tourism experience through streamlined policies and facilitation measures. China's economic policy in recent years has focused increasingly on boosting domestic consumption while selectively integrating foreign investment and tourism under what is known as the "dual circulation" strategy. The model emphasizes a stronger internal economic engine to balance global volatility and ensure strategic autonomy. For tourists - both domestic and foreign - this translates into elevated service experiences, seamless transportation and consumer-facing infrastructure. 

The "shopping in China" phenomenon that many foreign tourists now mention represents a shift in global perceptions of Chinese quality. Chinese brands are increasingly seen as technologically innovative, culturally resonant and economically competitive. There is an emerging respect for what China produces and how it delivers these products to both domestic and global consumers.

China's digital infrastructure offers a seamless experience for payments, navigation and services. Apps such as Alipay and WeChat Pay can be used to pay for everything - a major attraction for international visitors. Combined with the growing availability of multilingual services, China is positioning itself as a place where global travelers can not only save money but also feel cared for. These platforms serve economic utility and provide cultural integration.

The soft power implications of this shift are profound. For decades, soft power was assumed to be the exclusive domain of Western democracies, but China is quietly building its own soft power toolkit. Soon, I will be traveling to Hainan, and the experience - including the unexpected joy of a free photoshoot - isn't just a personal treat. It is a consumer diplomacy gesture, a subtle reminder that China can charm as much through hospitality and aesthetics as it can through policy.

Foreign visitors are responding. What began as economic pragmatism - cheaper travel options, better infrastructure, accessible payment systems - is evolving into genuine admiration, and they are beginning to prefer it. And that preference, builds something no press release can manufacture: trust.

What's happening today also marks a turning point for China's consumer diplomacy. China is poised to lead not just in manufacturing, but in lifestyle influence. The dual circulation model insulates China's economy; and also projects confidence outward. This strategy is also about reinforcing a message to Chinese citizens: they do not need to look abroad for luxury, beauty or satisfaction. 

The effect is also generational. Younger tourists - from Southeast Asia, the Middle East, Africa, and even parts of Europe - increasingly see China as aspirational. They engage with Chinese apps, products and services, not just as consumers but as participants in a rising global culture that feels confident, modern and distinctly non-Western, and this is not by accident. It's the result of intentional state policy matched by real material transformation. 

The $350 Hainan trip was a deal. But it was also a message - China is quietly reshaping how the world engages with it. And this is only the beginning of a much broader story.

The author is a Prague-based American journalist, columnist and political commentator. [email protected]