Tourism spending data reflect the revival of consumption in China

Spain continues to consolidate its position as one of the favourite European destinations for the Chinese tourist market thanks to a combination of economic, social and strategic factors, according to the trend report for summer 2025 prepared by Turespaña. From the macroeconomic point of view, although China's real GDP growth is progressively moderating (from 9.2% in 2023 to 6.5% in 2025), household spending continues to rise and consumption capacity remains robust, although the outcome of the trade war launched by the US administration will have to be awaited in order to adjust these estimates.  Tourism expenditure data reflect a progressive reactivation of consumption, especially in the international sphere. This translates into a 150.7% increase in international spending in 2024, and a more contained but still positive outlook in 2025.

In this context, the report notes that Spain has successfully capitalised on the recovery of Chinese tourism. In 2023, Chinese tourist expenditure in the country was 1.13 billion euros, a figure that in 2024 grew by more than 60% to over 1.82 billion euros, which shows not only an increase in the volume of tourists, but also a higher average expenditure per traveller. The positive evolution in different studies and surveys positions Spain not only as a fashionable destination, but also as a positively valued experience, which boosts the digital word of mouth, very influential in this market.

Increasing air connectivity

It also highlights the key role of air connectivity as an enabler of tourism growth. Between April and September 2025, an increase of 35.9% is expected in scheduled air capacity from China to Spain, with 47 direct weekly frequencies from the most varied points in the country (Beijing, Shanghai, Hangzhou, Chengdu, Chongqing, Shenzhen and Hong Kong), the largest increase among the destinations analysed, and well above the growth observed in Italy (+12.9%) and Turkey (+14.4%).

The Turespaña report concludes by pointing out that, overall, Spain is well positioned to lead the recovery of Chinese tourism in Europe. Through a solid cultural offer, good infrastructures and facilitating policies, the country is attracting both volume and quality in the profile of the Chinese traveller, with the potential to consolidate itself as a reference destination by 2025.