Two-way tourism between China and Europe is experiencing strong growth in 2026, driven by easier visa arrangements, improved air connectivity, expanding business relations and growing interest in cultural and authentic travel experiences. China’s unilateral visa-free policy for travelers from more than 30 European countries, including France, Germany and Italy, has significantly eased travel between the two regions. China recorded 17.8 million visa-free entries by foreign nationals during the first half of 2026, representing a 30.6 percent year-on-year increase, highlighting the growing momentum in international tourism.
Visa-Free Policy Drives European Arrivals
The easing of entry requirements has emerged as one of the major factors behind the increase in European travel to China. Travelers from numerous European countries can stay in China for up to 30 days without obtaining a visa, making travel more convenient and reducing one of the traditional barriers to international tourism. The impact of the policy can be seen in the growing number of European visitors exploring destinations across China, including Beijing, Shanghai and Yunnan Province.
German travel blogger Sorin Liviu Jurj, who recently travelled through several Chinese destinations using only his passport and smartphone, described China as one of the smoothest and most modern destinations he had experienced. The increasing interest is also reflected in travel booking data. According to Trip.com, bookings for scenic attractions by European travelers have increased by more than 20 times compared with the same period last year, demonstrating the significant rise in demand for Chinese tourism experiences.
Air Connectivity Strengthens Tourism Links
The expansion of direct air services between China and Europe is further supporting the growth of tourism. Airlines are increasing flight frequencies and strengthening connections between major cities, making travel between the two regions more accessible. Juneyao Air’s Shanghai Athens route, for example, recorded 21,694 foreign passengers as of August 5, with foreign travelers accounting for around 32 percent of total traffic on the route so far this year. The figure has already approached the airline’s total number of foreign passengers carried on the route throughout the previous year.
Similarly, Air China increased its Beijing Warsaw service to daily flights from April 12, providing more travel options between China and Poland. Increased flight frequency is expected to support both leisure and business travel while creating stronger connections between European destinations and major Chinese cities.
Chinese Tourists Increasingly Choose Europe
Tourism growth is occurring in both directions, with Chinese travelers also showing stronger interest in European destinations. European countries are benefiting from growing demand for cultural attractions, major events, local experiences, and improved accessibility. Spain, in particular, experienced a sharp increase in interest from Chinese travelers following its World Cup victory, with searches for flights between Shenzhen and Barcelona increasing 33-fold within an hour on China’s Qunar travel platform.
Other European destinations are also reporting strong growth in Chinese visitor numbers. Serbia recorded 85,025 overnight stays by Chinese tourists during the first three months of 2026, making China one of its leading inbound tourism markets. Poland has similarly identified China as its largest Asian source market in May, demonstrating the growing importance of Chinese visitors to European tourism.
Tourists Seek Authentic and Local Experiences
The growth in China-Europe tourism is also accompanied by a change in traveler preferences. Tourists are increasingly looking beyond traditional sightseeing and shopping and showing greater interest in authentic experiences, local communities and destination-based activities. Marija Labovic, CEO of the National Tourism Organization of Serbia, said there has been a clear shift toward travel focused on experiencing destinations and their authenticity.
This changing preference is encouraging destinations and tourism businesses to diversify their products and offer more personalized experiences. Instead of focusing solely on famous landmarks and shopping districts, tourism providers are increasingly emphasizing local culture, food, lifestyle, and unique destination experiences to meet the expectations of modern international travelers.
Tourism Growth Strengthens Economic Cooperation
The expansion of tourism is also contributing to wider economic and commercial cooperation between China and Europe. As the number of Chinese visitors to European destinations increases, businesses are working to make travel and payment systems more convenient for Chinese travelers. The European Travel Commission, Master card and the Industrial and Commercial Bank of China have launched a co-branded credit card initiative aimed at facilitating payments for Chinese visitors travelling in Europe.
Hotel companies are also strengthening cooperation to respond to the growing tourism market. Partnerships between international hospitality groups such as Accor and H World Group reflect the increasing importance of Chinese travelers and the broader opportunities created by stronger tourism connections between the two regions.
Strong Growth Expected in the Coming Years
Tourism officials expect the China-Europe travel market to continue expanding as governments, airlines and tourism businesses improve accessibility and develop new products for international visitors. Eduardo Santander, Executive Director of the European Travel Commission, described China as one of Europe’s most important long-haul source markets, underlining the country’s significance to the European tourism industry. The continued expansion of visa-free travel, direct air connections, diverse tourism experiences and convenient payment systems is expected to further strengthen two-way tourism. As travelers increasingly seek authentic and personalized experiences, China and Europe are likely to benefit from deeper tourism cooperation, greater visitor flows and increased economic activity linked to the international travel sector.
