María Llinares (Turespaña): "Boom in tourism relations between Spain and China"

How have tourism relations between Spain and China evolved in recent years?

In recent years, tourism relations between Spain and China have seen a significant increase, reflected in a strong rise in tourist spending. In 2023, Chinese tourists spent 1.13 billion euros in Spain, rising to 1.82 billion euros in 2024, which is a remarkable growth.

How many Spaniards visit China and how many Chinese tourists come to Spain?

During 2024, Spain welcomed 647,801 Chinese tourists, 66.7% more than in 2023. This figure represents a 92.5% recovery from pre-pandemic levels in 2019. Despite the fact that the Chinese economy is experiencing certain difficulties that have moderated the general recovery of outbound tourism, Spain is performing better than its main European competitors.

In the first quarter of 2025, Chinese tourism in Spain has not only recovered, but has exceeded 2019 levels, with 163,856 tourists registered in this period, representing an increase of 26.12% compared to the first quarter of 2019. The month of January stands out in particular, with a growth of 62.75%, predictably linked to the Chinese New Year and the improvement in air connectivity.

This growth reflects a clear reactivation of the Chinese outbound market, driven by improved air connections between the two countries, the work of tourism marketing and the Spanish tourism industry in China, and the consolidation of Spain as a preferred destination in Europe for Chinese travellers.

The above-mentioned data can also be observed by analysing the Schengen visas issued by Spain in China. In the first quarter of 2025, the four Spanish consulates granted 58,118 visas, compared to 42,281 in the same period of 2024, which represents an increase of 37% and reflects the excellent work they are doing.

In contrast, the flow of tourists in the opposite direction, i.e. from Spain to China, continues to be lower. According to data from the Chinese Embassy in Madrid, the figure is around 157,000 Spanish tourists, which would be around 95% of the pre-pandemic figures, a flow that has been favoured by the temporary visa exemption for Spanish citizens, which allows visa-free stays of up to 30 days, a measure that remains in force until the end of 2025. Us Spaniards are definitely travellers.

What are the main attractions for Spaniards visiting China and for Chinese coming to Spain?

For Spaniards, China's main attractions are its historical heritage, gastronomic wealth, natural landscapes and cultural exoticism.

Spain is positioned as one of the most attractive destinations for Chinese tourists thanks to its rich cultural and heritage offer, with emblematic cities and recognised symbols, such as the architecture of Gaudí, flamenco and the Alhambra. We saw this in the 2024 Destination Brandstudy for Turespaña by inspektour, of which we have just received an update a few weeks ago. According to this study, Spain ranked behind Switzerland and Germany, and on a par with France a year ago; and has climbed positions from last year to this one, ranking, according to this survey, only behind Japan and Singapore in an open survey of Chinese consumers as a desired destination.

In addition to its attractions, it has a varied and quality gastronomy, highly valued by the Chinese traveller, who shows particular interest in local culinary experiences, wine and regional products. Urban environments are also attractive for their architecture and historical ambience, as well as certain natural and coastal landscapes.

Moreover, Spain enjoys a positive image as a hospitable, open and welcoming country, which is essential for Chinese tourists when choosing a destination. Good perceptions of quality of life, safety and social environment, together with increasingly solid air connectivity, reinforce this image. Ease of access, digital services and customer orientation also play a key role in the consolidation of Spain as a preferred destination within Europe for the Chinese traveller.

How is the connectivity between China and Spain, and with the rest of the world?

Since the reopening of China in January 2023, developments have been very positive: direct connectivity has been steadily increasing, and we are now very close to doubling the number of flights in summer 2019. This progress has been possible thanks to the joint and constant work of Turespaña and AENA, in close collaboration with the Ministry of Foreign Affairs, as well as with the Chinese airlines and authorities.

The boost to air connections is not a coincidence, but the result of a sustained strategy based on institutional tours of different Chinese cities, high-level bilateral meetings and active participation in the main industry forums, such as Routes Asia and Routes World.

Each of these 61 weekly flights represents an open door for tourism, business, cultural exchanges and the strengthening of the friendship between Spain and China. Madrid and Barcelona are now connected to some of China's main urban and economic centres: Beijing, Shanghai, Hong Kong, Shenzhen, Hangzhou, Guangzhou, Chengdu, Wenzhou and Chongqing. With this deployment, connectivity between the two countries reaches its highest point: 61 direct flights per week by summer 2025, compared to only 28 in 2019, representing a 35.9% growth in the number of seats available compared to the previous year, the largest increase recorded among European destinations.

How important is China's tourism industry to the country's economy?

Tourism has a growing sector in the Chinese economy, although domestic tourism is much more important than outbound tourism. In 2024 we have seen a 150.7% spike in international outbound tourism. Although expected to stabilise in 2025, the market continues to expand, showing a clear preference for destinations perceived as safe, accessible and culturally rich, such as Spain.

What are the prospects for China's tourism industry in 2025 and beyond?

The outlook for the Spanish tourism industry in China for 2025 and the coming years is very optimistic. Following the reopening of the country in 2023, the flow of Chinese tourists to Spain has continued to grow, with monthly numbers in 2025 already exceeding pre-pandemic numbers. Added to this is a change in the profile of the traveller, who is increasingly interested in cultural experiences, nature, inland tourism and less crowded destinations.

This new context opens up clear opportunities to diversify supply, deseasonalise tourism and strengthen Spain's position vis-à-vis other European destinations. The favourable evolution of air connectivity, the result of institutional collaboration and the renewed interest of airlines, further reinforces this strategic moment to consolidate the recovery of the Chinese market.

What tourism segments and niches are being promoted in China?

Among the segments that are most promoted in China are cultural, luxury, shopping and family tourism. There is also a growing interest in sustainable experiences and getaways outside the high season. Spain, with its diverse and cultural offer, noteworthy museums such as the Prado and the Thyssen, and its active collaboration with destinations and companies, is well positioned to consolidate its European leadership in this market.