The article discusses pedagogical strategies for increasing students' motivation to learn English in high schools in China. It is noted that high learning motivation contributes to the formation of sustained interest in the subject, independent learning and academic achievement. Particular attention is paid to the distinction between intrinsic and extrinsic motivation, key psychological and pedagogical theories of self-efficacy and attribution, and practical approaches to stimulating interest through teaching methods, course content, and assessment systems. In addition, emphasis is placed on the development of self-efficacy as a critical factor in supporting motivation. The article provides specific recommendations for transforming the learning environment, adapting materials and optimizing teaching methods in accordance with the requirements of the modern educational standard.