Facilitated visa policies spark new adventures for Chinese and Europeans | kbnmart

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This summer, Europe is welcoming a wave of Chinese tourists, driven by China’s continued opening-up and new direct flights between European and Chinese cities. At the same time, the Chinese government’s relaxed visa policies since last year have encouraged more Europeans to travel to China. This growing trend of two-way tourism is expected to restore Europe’s tourism sector to pre-pandemic levels, and boost cultural and people-to-people exchanges between China and Europe.

Europe through Chinese eyes

More Chinese tourists are opting for private trips rather than package tours, exploring Europe in a variety of ways. In the first half of this year, the Spanish Statistical Office recorded 337,446 Chinese tourists, close to last year’s total of 382,207. A recent study by the Spanish Tourism Institute highlights the significant growth potential for tourism from distant locations such as China, aided by the introduction of direct flights. The study found that Chinese tourists are highly interested in Spain and have a deep understanding of Spanish tourism destinations and services. While France and Italy remain popular, Chinese tourists are increasingly visiting Central and Eastern European countries such as Croatia and Slovenia. Slovenia, known for its pristine natural landscapes and rich cultural heritage, has reported a significant increase in tourists from mainland China this summer, according to local travel agents.

European Commission Report

According to the European Commission, EU citizens made 2.1 million trips to China in 2016, with an average stay of 15.6 nights. They spent a total of €5.1 billion on these trips, making China the third largest destination in terms of spending.

China’s growing popularity

China has become a popular travel destination for Europeans. In 2016, China was ranked 8th among non-EU destinations. The United States was the most popular destination for non-Europeans, followed by neighboring countries such as Turkey, Switzerland, Norway and Russia.

Increase in Chinese tourism to the European Union

The number of nights spent by Chinese tourists in the EU has more than tripled over the past ten years, reaching nearly 25 million in 2016. Tourism from China has grown more than that of other major non-EU countries, including the United States, Russia and Brazil.

Expansion of visa-free travel

China has extended its visa-free travel program to Australia, Poland and New Zealand until the end of 2025 to boost tourism. Polish citizens are now taking advantage of the policy, joining 11 other European countries including Spain, Italy and France.

Starting in early 2024, the initiative will be rolled out in phases, initially benefiting 11 European countries and Malaysia. The program aims to attract visitors for business, luxury travel and tourism, and promote interaction between Chinese and foreign nationals.

Eligible countries

Citizens of Austria, Belgium, France, Germany, Hungary, Ireland, Italy, Luxembourg, the Netherlands, Spain and Switzerland will enjoy visa-free entry to China until the end of next year. Polish citizens will join this list from July 1.

China through European eyes

China’s appeal as a global travel destination has increased dramatically, thanks to new policies such as a 15-day visa-free entry for travelers from 15 countries and the expansion of the 144-hour visa-free transit policy. Many foreign bloggers have shared their travel experiences in China on social media, making “travel to China” an enticing concept. International travel agencies report that demand for trips to China this summer has quadrupled compared to last year.

New business models

European travel agencies are taking advantage of China’s new visa policy by shifting their focus from “bringing Chinese tourists to Europe” to “exploring China.” These new tourism products are enhancing global understanding of China. For the Polish-China Travel Agency, founded 25 years ago as the first Polish agency promoting trips to China, the unilateral visa waiver to Poland was welcome news. Project Manager Eva Gajewska noted that as soon as the visa waiver was announced, they received many inquiries about travel programs to China. Many clients expressed that “it’s time to travel to China!”

A Hainan Airlines passenger plane receives a celebratory water salute upon arrival at Prague Airport in the Czech Republic on June 24, 2024. When direct flights between Beijing and Prague resumed in late June, CzechTourism described it as an “important step” to boost inbound tourism from China. The connection to Beijing provides a great opportunity for Czech tourists to explore China and Asia.