Tourism between China and Europe is experiencing significant growth, with a rise in travel flows in both directions. From European visitors exploring China’s historical sites to Chinese tourists enjoying southern Europe’s regional cuisine, this two-way tourism is evolving as both sides embrace new travel preferences.
The May holiday season has highlighted this shift, with increased tourism activity supported by simplified visa policies and improved travel connectivity. More travelers are seeking flexible, culturally rich experiences, which are shaping the current trends in cross-continental tourism.
Growing Interest in Travel to China
“Currently, we have 12 tour groups traveling through China,” said Ewa Gajewska, project manager at CT Poland, a Polish travel agency specializing in tours to China for 25 years. To meet the rising demand during Poland’s peak travel period in May, the agency added extra departures beyond its original plans.
“Most of our groups this year have been full, each with 26 tourists and a tour leader,” Gajewska told Xinhua. She mentioned that returning clients are now opting for off-the-beaten-path destinations such as Yunnan and Guizhou, which offer a different kind of allure compared to traditional Chinese tourist hotspots.
Similar trends are evident in other countries. Alesya Plyavina, manager at Latvian Antario Travel Agency, noted that tourists returning from other Asian destinations found China’s tour offerings to be “more engaging and diverse.” She also mentioned that travelers are already booking trips to China later this year.
Chinese travel platform Trip.com reported a 173% year-on-year increase in inbound travel bookings as of April 25, reflecting the growing interest in China as a travel destination.
One key factor in this surge is China’s recent visa facilitation policies. Since late 2024, the country has extended visa-free stays for ordinary passport holders from 38 countries, including 32 European nations, from 15 to 30 days. Additionally, travelers from 54 countries can now enjoy visa-free transit in China for up to 240 hours.
Vera Nebel, Asia product manager at German travel agency Ikarus Tours, shared that the extension of the visa-free stay has boosted demand. “We’ve seen an increase in bookings for tours lasting more than 15 days, as it’s a long journey from Germany to China, and the country offers so much to explore,” she said.
Beyond the visa policies, improved infrastructure such as digital payments, shared bikes, and high-speed trains are enhancing the travel experience for first-time visitors. Veteran Dutch tour guide Tom Lops, who has visited China over 30 times, encouraged travelers to “let themselves be surprised by all the new impressions” China offers.
Chinese Tourists Explore Europe with a New Approach
As European tourism to China rises, Chinese tourists are increasingly exploring Europe in a more sophisticated manner. According to Airbnb China’s latest May holiday report, searches for international destinations have doubled compared to last year, with several European countries ranking among the top 30.
Among the most popular activities for Chinese tourists are hiking, road trips, and island tours, as they seek more immersive and adventurous travel experiences. Szymon Sikora, an English-language guide at Poland’s UNESCO-listed Wieliczka Salt Mine, shared that Chinese tourists are increasingly opting for hands-on experiences, such as “miner tours,” where they dress as miners and explore underground tunnels.
“Sometimes I feel maybe I should learn Mandarin,” Sikora said, highlighting the growing demand for personalized and unique travel experiences.
In Slovenia, Liao Shasha, general manager of Visdom Travel Agency, noted a shift towards smaller, more flexible tour groups as Chinese visitors prefer upscale, tailored experiences. These trends reflect not only changing global tourism patterns but also developments within China itself. Years of steady economic growth have led to an expanding middle class, which is increasingly seeking high-end, customized travel options.
“More Chinese tourists are willing to pay for a better life—fine hotels, great food, world-class performances,” said Dai Bin, president of the China Tourism Academy. “These ‘small but fine’ travel experiences are enriching global tourism.”
Tourism Fosters Cooperation Between China and Europe
As tourism between China and Europe continues to grow, European observers note that its impact goes beyond leisure travel. Tourism is fostering greater mutual understanding and paving the way for increased cooperation between the two regions.
In Bosnia and Herzegovina, the visa-free agreement with China, in effect since 2017, has significantly boosted tourism and people-to-people exchanges. As the two countries mark the 30th anniversary of their diplomatic relations this year, local tourism officials anticipate further collaboration.
Haris Fazlagic, president of the Sarajevo Canton Tourist Board, emphasized the importance of the visa policy for expanding tourism. “It gives us the motivation to improve services, expand offerings, and attract more Chinese visitors,” he said.
In Croatia, the number of Chinese tourists is expected to reach pre-pandemic levels of around 300,000 in 2024. Davorko Vidovic, former deputy speaker of the Croatian Parliament, believes that China’s cultural and historical attractions are an appealing draw for Croatians as well. He welcomed China’s visa-free policy as a step toward strengthening economic, cultural, and political ties between the two countries.
“I hope that the one-year trial period will lead to an extension of the visa-free policy, as it could open up tremendous opportunities for cooperation,” Vidovic added.
As both regions continue to embrace these evolving tourism trends, it is clear that the connections between China and Europe are not only expanding but also deepening, with the potential to enhance mutual understanding and collaboration for years to come.
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