Spain and China Strengthen Tourism Ties Through Dialogue and Collaboration
The Spanish Institute of Tourism, known as Turespaña, joined forces with the World Tourism Association to launch a joint effort aimed at reviving and growing travel between China and Spain. In early July, Madrid hosted the inaugural table for dialogue and exchange among Chinese and Spanish tourism entrepreneurs, marking a milestone in the ongoing Action Plan for the Recovery of Chinese Tourism that had been announced earlier in the year. This forum represents a key component of broader European Union initiatives and embodies the continued commitment to the China-Spain Year of Culture and Tourism that brings two rich cultural landscapes closer together.
The dialogue is backed by the Chinese Ministry of Culture and Tourism and Spain’s Ministry of Industry, Trade and Tourism. It is co-sponsored by the World Tourism Association and Turespaña, underscoring a multi-stakeholder approach that seeks tangible, bilateral results. At the high-profile event, fifty delegates participated, with twenty-five industry professionals from each nation engaging in targeted bilateral discussions that generated approximately six hundred potential partnerships and opportunities for cooperation. This level of activity signals a robust interest from both Chinese and Spanish travel sectors to rebuild and expand cross-border travel following disruptions caused by the pandemic.
Francisco Sanz, a senior figure connected to the initiative, noted that the rebound of Chinese visitors is already evident across multiple destinations in Spain. He observed more travelers from China moving through the streets of cities, coastlines, mountains, and rural towns alike, highlighting a renewed dynamism in tourism flows and the potential for year-round visitation. This resurgence aligns with Spain’s broader strategy to diversify tourism demand and to showcase a wide range of regional experiences that appeal to Chinese travelers seeking culture, heritage, gastronomy, and nature-driven itineraries.
The tourism dialogue arises from a shared recognition that connectivity remains a vital driver of growth. While trade and cultural exchanges have deepened, transportation links between Spain and China require continued attention. Efforts are underway to improve flight routes and coordination among the network of Spanish airports, including the AENA system, and to explore new airline partnerships that can streamline journeys between major Chinese hubs and Spain’s key tourist gateways. Strengthening these connections is viewed as essential to sustaining a steady stream of Chinese visitors and enabling longer, more satisfying trips that maximize economic impact for local communities.
Historical data highlights the scale of Chinese tourism to Spain. In 2019, Chinese visitors reached roughly 700,000, contributing about 1.65 billion euros in spending. Those figures reflected more than double the volumes seen in 2016, demonstrating a rapid recovery trajectory and a strong appetite among Chinese travelers to explore Spain’s cities, coastlines, and cultural sites. The average length of stay for Chinese tourists during that period hovered around eight days, and the average expenditure per trip was approximately 2,600 euros, a level that positioned China as one of the highest-spending markets among Spain’s international visitors. Madrid and other major destinations benefited from this sustained interest, with travel patterns showing a preference for immersive cultural experiences and year-round travel that accommodates school holidays and long weekends. The post-pandemic revival is expected to push these numbers higher as confidence grows and air travel capacity expands, enabling more direct routes and convenient connections between Spain and major Chinese metropolitan centers.
Insights from industry observers suggest that the value of the China-Spain tourism corridor extends beyond immediate economic metrics. It encompasses cultural exchange, mutual learning about sustainable tourism practices, and the development of joint marketing campaigns that highlight both countries’ heritage and contemporary attractions. This collaboration also serves as a model for other EU-China tourism initiatives, illustrating how public authorities, industry associations, and private enterprises can align incentives to foster resilient tourism ecosystems that can respond to fluctuations in demand and external shocks. As Spain continues to rebuild and modernize its tourism infrastructure, the China-Spain partnership is poised to play a central role in attracting a diverse set of travelers who seek authentic experiences and thoughtful travel planning that respects local communities and environments.