Elon Musk recently wrote on X, "China is awesome. I strongly encourage people to visit," a sentiment echoed by his mother. Their comments come as China sees a sharp rise in inbound tourism. In the first half of the year, nearly 23 million foreign visitors entered China, up more than 20 percent, while visa-free arrivals jumped 30 percent. Increasingly, visitors are not just sightseeing, they're shopping, using digital services, exploring local culture, and experiencing everyday life firsthand. What could this tourism boom mean for China's consumer economy, and for the country's global appeal?