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16 March 2021

Promoting the Valencian Community in the Chinese market

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China is the largest and highest-spending tourism market in the world. With this in mind, the Valencian Community's Tourist Board has decided to create accounts on major Chinese social media platforms, as well as the primary news site used in China. It has also created a new Chinese-language web portal for the Valencian Community.

The Tourist Board has initiated a new and far-reaching digital campaign designed to attract Chinese tourism to the region, including online resources for consumers and the tourism sector. According to ForwardKeys, a company that forecasts travel trends, international travel from China is expected to see a significant spike in the next two years, with Europe being one of the regions that will recover the fastest. In light of these predictions, this digital strategy put forth by the Tourist Board will enable the Valencian Community to better leverage this quick recovery and reap the benefits of the enormous potential that Chinese tourism represents around the world.

In this regard, in order to facilitate Chinese tourists' ability to discover and learn more about the Valencian Community as a tourist destination, the Tourist Board has created accounts on major Chinese social media platforms — such as WeChat and Weibo — and publishes posts on a weekly basis. According to consumer studies, these official accounts on social media platforms act as a primary source of travel information for Chinese tourists. In the coming years, the Tourism Board will continue to post weekly content to better inform and inspire future travellers. In addition, this digital campaign also includes the option to open an account on Today’s Headline/Jinri Toutiao, China's number one application for reading news.

The Tourism Board has also created a specific Chinese-language web portal about the Valencian Community for this growing market (, which will provide inspiring resources and serve as an easy-to-use source for destinations, gastronomy, activities, culture and attractions in the region, as well as practical information about visas, transportation and much more.

The Chinese market in Spain

Before 2020, Spain was one of the counties with the largest growth in terms of Chinese tourism in all of Europe, with almost 650 million tourists arriving in 2018 and a growth rate of 22.4% in the first nine months of 2019. China represents both the largest and highest-spending tourism market in the world, and Chinese visitors to Spain spend more on average than anywhere else in the world. In 2019, around 20,000 Chinese tourists visited the Valencian Community, which represents an increase of 73% compared to the previous year.