BEIJING, July 24 (Xinhua) -- After a packed sightseeing schedule in Beijing and Shanghai, Francesco Nasta from Italy decided to chill out a bit and walked into a traditional Chinese medicine (TCM) clinic in the eastern Chinese city of Hangzhou.
At an outlet of the 376-year-old TCM clinic known as Fang Hui Chun Tang, Nasta and his friend experienced moxibustion and cupping. Both are non-invasive therapies that Chinese urbanites often receive to treat ailments like stiff neck and fatigue resulting from so-called "sub-health" conditions.
"The doctor took my pulse and asked detailed questions about my daily routine, diet and physical discomfort, before diagnosing excessive internal dampness," Nasta said, noting that TCM's gentle, gradual conditioning methods differ greatly from mainstream Western medical interventions.
On global social media platforms, travel bloggers have been touting TCM therapies from acupuncture to herbal concoctions as the latest must-try in the "ChinaTravel" trend. While in clinics across Chinese cities, TCM practitioners have welcomed an unexpected surge in international customers.
Hu Jialiang, office director of an outlet of Fang Hui Chun Tang in the historic block of Qinghefang in Hangzhou, said the clinic has witnessed steady growth in foreign tourist arrivals in recent years, mainly from Southeast Asia and European countries.
"They are most interested in external TCM therapies, including acupuncture, tuina massage and bone-setting treatments, as well as the Chinese philosophy on health and wellness," Hu said. "They often ask about the difference between TCM's focus on holistic health and Western medicine's emphasis on treating specific symptoms."
To help international visitors bridge cultural differences, the clinic has launched a series of upgrades, including English signage, bilingual audio guides, multilingual service counters and global payment options.
Da Ren Tang, a century-old TCM brand based in north China's Tianjin, now offers multilingual product displays and tailored services to international visitors.
More foreigners visit the brand's TCM museum and clinic to experience tuina massage and acupuncture, and purchase TCM-based skincare products and wellness herbal teas, said Zhao Linshan from the brand and marketing center of Tianjin Pharmaceutical Da Ren Tang Group Co., Ltd.
"Their interest in TCM is shifting from mere curiosity to a deeper recognition of Eastern health philosophies," she said.
This growing interest in "finding authentic TCM in China" has even drawn tourists to international departments of some Chinese public hospitals that offer bilingual medical services.
Zhejiang Provincial Hospital of Traditional Chinese Medicine in Hangzhou is one such well-received venue. TCM nurse Huang Xiaying demonstrates guasha (spooning) therapy and explains in English meridian regulation principles to foreign visitors.
"As the guasha tool glides gently along the shoulders and neck, visitors can intuitively understand core TCM therapeutic effects, such as unblocking meridians to promote blood circulation and eliminate internal toxins," Huang said.
He Qiang, Party chief of the hospital, said TCM therapies boast unique advantages in disease rehabilitation and health management, thanks to their holistic approach.
"TCM services also stand out with their significantly lower costs and shorter waiting times, which increase their appeal for tourists from the West," He said.
In Sanya, a tropical coastal city in China's southernmost island province of Hainan, TCM has become a major attraction for overseas holidaymakers. Sanya International Friendship Sanatorium of Traditional Chinese Medicine, affiliated with Sanya Hospital of Traditional Chinese Medicine, received over 10,000 foreign guests in 2025 alone.
British vlogger Lee John Barrett recently released a YouTube video documenting his visit to the sanatorium, where he tried herbal fumigation, acupuncture and tuina, and experienced treatment assisted by an AI-powered moxibustion robot.
"This is where traditional Chinese medicine meets modern technology. I have tried conventional moxibustion on my neck before, which produced heavy smoke. This robot completely removes smoke and adds reliable safety protection to prevent scalding," Barrett said.
In an interview with Xinhua, Barrett spoke highly of Hainan's upgraded medical and wellness industry.
"I was very impressed with the medical facilities in Hainan," he said. "I believe far more foreigners will choose Hainan's medical and wellness services for its quality and efficiency."
China has made a series of breakthroughs in promoting the inheritance, innovation and development of TCM over the past five years. By the end of 2025, TCM outpatient and inpatient visits had reached 1.82 billion annually, and the number of beds in public TCM hospitals had risen to 0.82 per 1,000 people.
According to a new five-year plan for TCM development, China will improve high-quality TCM service networks and make TCM services accessible to all. The plan also calls for further developing TCM culture and enhancing its international influence.
This medical improvement will also benefit the world, said Hu in Hangzhou. "Foreign visitors' cross-cultural wellness interactions in China travel have become a vital window for people around the world to understand TCM culture and accelerate the international development of TCM."
China now offers unilateral visa-free entry to nationals of 50 countries and has expanded its 240-hour visa-free transit program to 65 entry ports. In 2025, the country recorded more than 150 million inbound tourist visits, up over 17 percent from a year earlier.
Sun Jiashan, researcher with the Chinese culture teaching and research department at the Central Institute of Socialism, views the booming popularity of TCM experiences as a prime example of China's inbound tourism shift from conventional sightseeing to in-depth immersive cultural experiences.
"Foreign visitors are paying close attention to ordinary Chinese lifestyles and proactively trying local services. The true China story is being perceived through an increasing number of authentic and down-to-earth people-to-people exchanges," he said. ■
