A rising number of Chinese tourists visiting Spain in winter is reshaping the country’s traditional travel calendar and creating new momentum for the sector, industry officials said Thursday.
Spain welcomed about 650,000 Chinese visitors in 2024, up 66.7% year on year, with spending exceeding 1.8 billion euros ($2.09 billion), according to Turespana. Prospects for 2025 are stronger, with winter flight capacity and bookings sharply increasing.
Mesa del Turismo vice president Santiago Vallejo said the trend reflects climate conditions and improved connectivity. Direct flights between China and Spain are expected to nearly double during the 2025‑26 winter and spring season compared with pre‑pandemic levels.
Vallejo noted Chinese travelers increasingly seek cultural depth rather than simple sightseeing. Spain has expanded museum offerings, exhibitions and walking tours, while shopping districts now accept Alipay and WeChat Pay.
Turespana reported more than 80% of Chinese tourists choose independent travel and hotel stays, with shopping, cultural visits and urban sightseeing among their top activities.
China’s extension of visa‑free entry for Spanish citizens until the end of 2026 is expected to further support tourism flows, Vallejo said.