As global travel habits evolve, technology is playing a crucial role in reshaping the tourism sector. At MWC 2025 in Barcelona, Huawei Mobile Services (HMS) showcased its commitment to revolutionizing tourism with data-driven strategies and digital solutions. With Chinese tourists being a key contributor to Spain’s economy, Huawei is leading the charge to adapt to shifting trends, including the rise of immersive travel experiences and the desire for decentralized and year-round tourism.
Huawei is focusing on meeting the needs of Chinese travelers, who are increasingly seeking longer stays and culturally rich experiences in regions beyond major cities. Through partnerships with Spanish tourism authorities, the company aims to enhance the travel experience and refine digital marketing strategies for this high-value market.
Strategic Partnerships to Attract Chinese Tourists
Huawei has deepened its presence in Spain’s tourism sector with two key agreements signed at MWC 2025. One MOU is with the Ministry of Tourism and Foreign Affairs of the Regional Government of Andalucía, and the other with Madrid City Council Tourism. These partnerships are designed to boost Spain’s appeal as a top destination for Chinese travelers.
Huawei’s Petal Ads platform, a powerful digital tool, will be central in this initiative, helping to tailor marketing campaigns to Chinese tourists’ preferences. By understanding travel behaviors more effectively, these efforts are expected to create a more personalized and seamless visitor experience. Tourism officials in both regions are confident that the collaboration will foster a smarter and more sustainable tourism ecosystem.
Andalucía’s Vision for a Stronger Tourism Market
Huawei’s collaboration with Turismo Andalucía aims to position the region as a leading European destination for Chinese tourists. Arturo Bernal, Minister of Tourism and Foreign Affairs for Andalucía, emphasized the importance of leveraging business intelligence and strategic partnerships to strengthen Spain’s position in the Chinese market.
The partnership will use digital marketing tools to:
- Run targeted campaigns that appeal to Chinese travelers.
- Promote off-season tourism to balance visitor flows throughout the year.
- Encourage decentralized tourism by highlighting less-visited destinations beyond traditional hot spots.
Huawei’s Petal Ads platform will provide real-time insights into traveler preferences, ensuring that marketing strategies are both effective and personalized.
Madrid’s Strategy for Smart Tourism
Madrid saw a significant 74.2% increase in Chinese visitors in 2024, making them one of the city’s fastest-growing tourist segments. In response, Huawei has signed an MOU with Madrid City Council Tourism to further enhance the experience for Chinese tourists.
This partnership aligns with Madrid’s Digital Transformation strategy, which focuses on smart tourism and sustainable visitor management.
The collaboration aims to:
- Encourage decentralized tourism, ensuring visitors explore areas beyond famous landmarks.
- Promote off-peak travel, alleviating overcrowding at major attractions.
- Improve visitor experiences with AI-powered recommendations and real-time engagement.
Madrid’s Tourism Managing Director, Héctor Coronel, highlighted that combining digital innovation with responsible tourism practices will shape the future of travel in the city.
Global Impact of Huawei’s Tech-Driven Strategy
Although Huawei’s partnerships in Spain are a significant milestone, the company’s impact on global tourism is far-reaching. With over 730 million users in more than 170 countries, Huawei Mobile Services is poised to reshape how destinations engage with international travelers.
Huawei’s advertising and cloud solutions offer a roadmap for other destinations looking to:
- Use AI-driven insights to engage travelers more effectively.
- Implement mobile-first marketing strategies tailored to tech-savvy tourists.
- Foster sustainable tourism by managing visitor distribution and peak periods.
Spain’s collaboration with Huawei could serve as a model for other European and Asian destinations aiming to attract the high-spending Chinese tourist market.
Looking Beyond Spain: Huawei’s Role in Shaping Tourism
Huawei’s growing influence in tourism technology is part of a broader shift toward digital destination management. As travelers increasingly rely on mobile platforms, tech companies are playing an essential role in shaping their experiences.
With the success of Petal Ads in countries like Italy, France, and Southeast Asia, Huawei’s reach is expanding rapidly. Whether through immersive digital experiences, luxury travel campaigns, or AI-driven personalization, Huawei’s innovations could redefine how tourists engage with destinations worldwide.
The Future of Digital Tourism
The collaboration between Huawei and Spanish tourism bodies marks a significant step toward a more digital, sustainable, and personalized tourism experience. As consumer preferences evolve, global destinations must embrace technology to stay competitive.
Spain’s adoption of AI-powered solutions offers a glimpse into the future of destination marketing, where real-time insights and mobile-driven strategies will shape the way tourists explore new places. For the global tourism industry, these developments signal that digital innovation is no longer optional—it is essential for long-term success and growth.
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