The Chinese market remains a cornerstone for Seville’s tourism strategy, with ongoing plans for deeper collaboration and vibrant tourist exchanges between Chinese cities and the Andalusian capital. This emphasis was highlighted by the city’s mayor, José Luis Sanz, during recent participation in major trade events in Beijing tied to the China International Fair for Trade in Services (CIFTIS). The dialogue underscores the importance of China as a growing tourism partner and the potential for sustained, mutually beneficial cultural and economic ties between Seville and China.
The World Tourism Cooperation and Development Conference, hosted by the World Tourism Cities Federation (WTCF) within the CIFTIS framework, brought together representatives from thirty countries and regions, including Spain, to exchange insights on the future of global tourism. The gathering served as a platform for Seville and other destinations to explore joint strategies for sustainable growth, people-to-people exchanges, and collaborative marketing across continents.
As Sanz notes, the Chinese market holds exceptional relevance for Seville’s tourism ecosystem, already surpassing the European average in its contribution to city life and visitor activity. The city’s leadership views this momentum as a springboard for more expansive and strategically targeted initiatives designed to attract discerning travelers from China and beyond.
In the first half of 2023, Seville welcomed 17,000 Chinese visitors. The city aims to double that figure in the second half of the year by expanding direct exposure, simplifying travel arrangements, and delivering experiences that resonate with Chinese travelers, while also showcasing Seville’s authentic culture and hospitality.
The mayor stressed that Chinese tourism is characterized by high value and quality expectations. Seville intends to offer a more comfortable and friendly tourism model that emphasizes accessibility, seamless services, and culturally immersive experiences, aligning with the preferences of visitors from China and North America alike. This approach seeks to broaden the appeal of Seville to a diverse global audience while maintaining the city’s distinctive character.
Sanz indicated the anticipation of new projects and expanded cooperation avenues. Leveraging the Spanish delegation’s visit, several meetings with Chinese companies and institutions were arranged to not only promote Seville in the Asian market but also cultivate synergies and joint initiatives that benefit both sides.
During the visit, the mayor conducted multiple discussions with Beijing’s municipal leadership to advance cultural and tourism exchanges. Potential joint endeavors include hosting the Flamenco Biennale in two cities and organizing a cultural event in Beijing to showcase Seville’s rich heritage and contemporary arts. The collaboration aims to deepen cross-cultural understanding and broaden audience reach for both locales.
Another centerpiece of the dialogue was digital innovation in tourism. Seville explored the use of advanced digital tools to streamline visitor flows, enhance wayfinding, and deliver personalized experiences within the city. These digital innovations are seen as catalysts for smarter, safer, and more enjoyable travel experiences for visitors from Canada, the United States, and other markets.
According to the latest updates, the Seville delegation will participate in a roundtable hosted by WTCF in Taiyuan, the capital of Shanxi, to exchange best practices in cultural tourism and heritage preservation. The discussions are expected to surface actionable ideas for maintaining heritage integrity while expanding cultural tourism across regions, ensuring Seville remains a leading example of responsible travel.