If you’re flying into China on a Russian SIM card, the last thing you want is to be stranded offline at the airport while trying to book a taxi or message family. MegaFon is betting exactly on that pain point. The operator has rolled out a roaming perk designed for those first critical hours after landing: 12 hours of free mobile data, capped at 1 GB, from the moment you connect to a Chinese network.

It’s a clever move. Rather than forcing travelers to buy a package upfront—or worse, pay unpredictable roaming rates—MegaFon offers a taste of frictionless connectivity when people need it most. Think of it as a “welcome mat” for Russian tourists and business travelers arriving in China, many of whom are now flowing in greater numbers thanks to relaxed entry rules. And in today’s hyper-competitive roaming market, where traditional operators face mounting pressure from global eSIM providers, the ability to say “don’t worry, we’ve got you covered for the first stretch” is more than a gimmick—it’s a customer retention play.

By giving travelers a worry-free cushion on arrival, MegaFon not only makes the journey smoother but also positions itself against rivals who are experimenting with similar “day-one” offers. And that tells us a lot about where the industry is headed.

Why now? Visa-free travel just flipped the switch on demand

China has launched a one-year trial of visa-free entry for ordinary Russian passport holders, valid from September 15, 2025 to September 14, 2026, with stays up to 30 days. That policy change is already nudging air capacity and inbound trips upward—and operators want to be the first “hello” when you turn off airplane mode.

What you actually get

• Allowance: up to 1 GB total.
• Window: 12 hours from first connection in China (think: airport, ride into town, first coffee).
• Use cases: maps, ride-hailing, messaging, check-ins, and your first WeChat moments—without scrambling for Wi-Fi.

How this stacks up against rivals

MegaFon isn’t the first Russian operator to flirt with “free in China.” Earlier this year, T2/Tele2 ran a China promo with unlimited roaming data for a limited window—aggressive, but time-boxed. MTS, meanwhile, has been experimenting with zero-rated roaming for WhatsApp/Telegram across select countries—useful for chat, less so for maps or browsing. In other words: different carrots for different travelers.

The trendline: smarter “day-one” connectivity

As visa rules ease, operators are shifting from blunt daily fees to arrival-based tasters—enough to cover airport-to-hotel and remove the purchase friction. It’s the same play we’ve seen in other markets: short, high-impact freebies that convert into paid bundles once you’re settled. China’s broader relaxation of entry rules (including expanded transit waivers) only amplifies the incentive to get you online immediately.

A quick alternative for multi-country trips

If your itinerary doesn’t end in China—or you’d rather not juggle operator-specific promos—Alertify is currently giving away 1 GB eSIM data (valid in 80+ countries for 2 years) in partnership with Travel.Eskimo. It’s a single, lightweight backup that works beyond your first 12 hours or first country. (Limited stock; first-come, first-served.)

Expert take: nice welcome mat, but pack a Plan B

MegaFon’s 12-hour/1 GB freebie is exactly the right on-ramp for today’s China trips: it kills the stressful “I just landed” moment and buys you time to choose a longer plan or eSIM. Compared with Tele2’s earlier “all-you-can-eat for a day” stunt, MegaFon’s cap is more conservative—but likely more sustainable to repeat around big travel peaks. MTS’s messaging-only roaming is clever but too narrow for navigation or app-heavy travelers.

The bigger picture is clear: as China reopens with visa-free access for Russians, operators are competing for the first connection—the moment you decide which network (or eSIM) earns your spend for the rest of the trip. For most travelers, the smartest play is a combo: take MegaFon’s free 12-hour cushion, then switch to a multi-day eSIM or your preferred roaming pack once you’re checked in. If you want one safety net that follows you across borders, that Alertify × Travel.Eskimo 1 GB/80+ countries freebie is hard to argue with.

Bottom line

Free roaming on arrival is becoming the new “welcome drink” of international travel. MegaFon’s take—short, useful, and capped—hits the sweet spot for the first half-day in China. Just don’t mistake it for a week-long plan. Pair it with a broader eSIM (or your operator’s longer bundle), and you’ll travel smarter—and cheaper—end to end.