Tourism comes from China

Last week, FITUR, the Tourism Fair par excellence, was held in Madrid, Spain. Thursday was a day dedicated to a part of the tourist sector very productive and with a great future: Chinese Tourism in Spain 2018.


Throughout the morning the official data of Chinese tourism in Spain was released in 2017. Highlighting above all the growing relevance that this group is having for the Spanish economy and describing the new initiatives that are being carried out, at the private and public, to attract this tourism to the country.


The relationship between the two countries to promote tourism is key and driving the growth of Chinese tourists to Spain is a safe bet for quality tourism.


So, what are the data that define Chinese tourism in Spain in 2017? During the day on Thursday were revealed significant data that shape the new commitment to tourism and describe, ultimately, the strategic importance of Chinese tourism, not only for the sector, but also for the general economy of the country.



The most important thing is the difference between quantity tourism and quality tourism. Currently in Spain the average cost per person is € 743. These figures have been decreasing since 2014 (with the break in the trend in 2017). In contrast, per trip, the average cost of a tourist of Chinese origin exceeds € 2,500.


If we see that the number of tourists is growing continuously year after year, but the average expenditure per person is decreasing, tourism is losing quality. To boost Chinese tourism in Spain is to promote the development and growth of quality tourism.


From 2012 we are seeing a clear increase in visits by Chinese tourists (in Spain it has grown from 187,000 to 718,000 tourists) and forecasts for 2020 are expected between 150 and 200 million Chinese travelers. Therefore, an exponential growth of this quality tourism is expected.


Attracting Chinese tourism in Spain means leaving aside summer tourism of quantity and focusing on enhancing the specific profile of this group. They are interested in experiences that include gastronomic, cultural, artistic, shopping and spiritual values. They are interested in cosmopolitan cities in the low season, especially the month of February.



But the strategic interest has to focus on driving the global meteoric growth of Chinese tourism to Spain in particular, given that the country’s main competitors such as France have already welcomed 1.7 million Chinese tourists this past year.


The key lies in removing the image of tourism from the country of traditional canons that follows the European or American tourist. The first “challenge” is in the language and in the channels through which we have to address him, taking advantage of the fact that tourism is a very important promotional activity for Spain.


In short, after the closing of the day of Chinese Tourism in Spain 2018 in FITUR, there is no doubt that the potential of the Chinese tourism market in the country is the type of tourism necessary for the economy, private companies and Spanish institutions.






Online channels increasingly have penetration in all ages and all types of traveler profile. Internet is the new shopping ecosystem and that is why tourism should also be nourished by this opportunity. To date, 82% of travelers have made the purchase of at least one component of their trip through the Internet. Transportation (especially airline tickets), booking accommodation and renting a vehicle are the most popular online.


Then, seeing that experiences have more weight in travel, search engines and social networks are the main source of inspiration and diversity among travelers is expanding, it is key to take advantage of channels such as YouTube to enhance quality tourism .



The different types of travelers (the same studied by Google), are divided between backpackers, lovers of luxury, comfortable, relaxed and “bleisure”. The last ones are a new traveler profile that is designated to those who combine work and pleasure in their trips. The new profiles are a great opportunity for travel agencies because their purchasing habits are not established. By creating specific offers for them, the sector can boost their quality tourism.


The results clearly indicate a change in search and inspiration trends for travel on digital channels and mobile devices. The tourism sector must embrace change in order to adapt the offer to the demand of current travelers, whatever their profile may be. In short, the digital has become the standard for travel and the profile “bleisure” is a great

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