Spain is experiencing a transformation in its traditional tourism calendar due to the increasing influx of Chinese travelers who choose the country during the winter months. Industry experts note that this phenomenon not only injects new momentum into the economy but also redefines the profile of the visitor. According to Santiago Vallejo, vice president of the Tourism Board, the growing interest in winter travel is due to a combination of better weather conditions and significantly improved air connectivity. Data from Turespaña confirms this positive trend, which was already consolidated in 2024: Visitors in 2024: Spain received around 650,000 Chinese tourists, representing a spectacular year-on-year increase of 66.7%. Tourist Spending: The total expenditure by these travelers exceeded 1.8 billion euros ($2.09 billion). The outlook for 2025 is even more favorable, driven by significant growth in flight capacity. Vallejo highlights that direct connectivity is essential: the number of weekly direct flights between China and Spain is expected to nearly double during the winter and spring season of 2025-2026, reaching a record level in the history of bilateral relations. The industry has observed a qualitative change in the habits of Chinese travelers, who now seek a deeper immersion. He also mentioned the recent extension of China's visa exemption policy for citizens of dozens of countries, including Spain, until the end of 2026. This measure, according to the expert, will further facilitate tourist, commercial, and cultural exchanges in both directions, consolidating the need for the sector to adapt to this long-term demand. "They are not looking for a simple visit to a place, but to delve into the culture and heritage of those places," explained Vallejo. Tourist Profile: Over 80% of visitors opt for independent trips and hotel stays. Main Activities: Their interests focus on shopping, cultural visits, and urban tourism, bringing high added value to the destinations. In response to this demand, the Spanish tourism sector has adapted its services, expanding the cultural offering (museums and tours) and modernizing payment systems to accept Chinese platforms like Alipay and WeChat Pay. Vallejo emphasized the importance of government policies to sustain this growth.
