Spain is making significant efforts to attract Chinese tourists, a market it considers strategically important. The official Spanish Tourism Institute (Turespana) is implementing a series of initiatives focused on understanding and catering to the evolving preferences of Chinese travelers.
Ana Lafuente, tourism counselor at the Tourist Office of Spain in Guangzhou, emphasizes the importance of cultural understanding. She highlights the need for Spanish travel service providers to adapt to the unique experiences sought by Chinese visitors, including their preferred payment methods and cultural expectations.
The goal is to engage with Chinese tourists at every stage of their travel journey, utilizing technology to bridge language barriers and enhance communication. Turespana recognizes the significant growth potential of Chinese tourism, particularly with the increasing availability of direct flights between the two countries.
One of the key strategies involves tapping into the Chinese digital ecosystem, which differs significantly from Spain’s. Platforms like WeChat Channels, which gained popularity just four years ago, are central to this ecosystem. Collaborating with internet celebrities and bloggers who resonate with Chinese audiences is deemed crucial to promoting Spanish destinations.
In July, Chinese tour operators, online travel agencies, and influencers gathered in Madrid for a conference dedicated to boosting tourism demand and supply. The conference highlighted the strong performance of Chinese tourism in Spain, with positive trends in spending, connectivity, and overall visitor statistics.
Maria Llinares, tourism counselor at the Spanish embassy in China, acknowledges the increasing sophistication of Chinese tourists, who are seeking diverse experiences. Jose Sanchez, commercial manager of the International Tourism Fair in Madrid, emphasizes the importance of these initiatives in raising awareness of the Chinese outbound market and promoting cultural sensitivity.
According to the Spanish Statistical Office, 337,446 Chinese tourists visited Spain in the first half of 2024, nearly matching last year’s total of 382,207 visitors. This demonstrates the growing potential of the Chinese market and Spain’s commitment to attracting this segment of travelers.
