Measuring up

Authorities' efforts to improve access for inbound travelers is extending beyond visa relaxations and mobile payments. More hotels are buying readers for international credit cards, and more destinations are posting English-language signage, Zhou says.

New measures enable foreigners to use passports onsite to get tickets for some top destinations like the Forbidden City in Beijing and Terracotta Warriors in Xi'an, Shaanxi, which are otherwise hard to obtain, even for Chinese citizens, Zhou says.

"Foreigners can just walk there and buy it themselves. There are no restrictions at all."

He points out many major attractions still don't have such services.

"But more scenic spots are trying to apply these policies. This is a great improvement," Zhou adds.

The government is investing more in foreign-language training for guides, especially in less-visited regions. And it's working to meet the growing demand for languages other than English.

"We are very short of Spanish and Italian-speaking tour guides all over China," Zhou says.

Gesturing toward Su Nuoyi and Rodriguez, he says: "If you choose to work as tour guides in these places, I can assure that you will have a very healthy income."