Why does Spain want more Chinese tourists?

Residents of many popular parts of Spain have been protesting against overtourism for several years now, complaining about overcrowding, rising rental prices and rowdy behaviour.

However, some authorities and tourism officials want to attract yet more tourists – specifically those from China.

If many destinations are already suffering from the number of tourists though – why does the country want more?

Experts believe that the key to solving some of these tourism issues is to change the current model – this means moving away from offering cheap package holiday deals to the costas, as well as stag and hen dos and party tourism, and targeting those travellers who have more money to spend and visit more inland cultural destinations instead.

So why Chinese tourists?

A Chinese holidaymaker spends an average of €2,958 during their stay in Spain, which amounts to about €288 per day, as their average stay is 10.3 nights.

Brits on the other hand spend an average of €1,151 and €166 per day as they spend approximately 6.9 nights, according to a report from travel market Fitur.

Americans also spend less than the Chinese with an average of €2,113 during their stay or €273 per day.

Furthermore, the average Chinese tourist isn’t coming to Spain for sun or beaches - they have plenty of that closer in Southeast Asia.

Instead, they come to Xībānyá (Spain in Mandarin) for culture and good food. This means they’re staying away from the overcrowded resorts and opting for alternative destinations to many European tourists.

Typically, Chinese nationals stay in high-end hotels rather than tourist apartments, one of the main gripes that locals have regarding the 'touristification' of their cities, as these holiday lets push up prices and rents.

Several Spanish cities have been open about their plans to focus more on attracting Chinese visitors. One of these is the historic city of Toledo in central Spain, where they want to “promote quality tourism over mass tourism”.

The Castilla-La Mancha city has recently launched a campaign to attract more tourists from Asian markets and have also sent a delegation over to China made up of representatives from Toledo's hospitality and business community.

They also want to start the process of twinning Toledo with Xi'an, home of the famous Terracotta Warriors.

Authorities Toledo have recently been taking steps to limit the impact overtourism is having on its old quarter, from restricting free tour advertising, to controlling tour group numbers and only allowing one tourist train and bus.

This may prove a challenge vis-à-vis Chinese visitors, as they tend to travel in groups.

Another city looking Far East for new tourism markets is Gijón in Asturias.

In 2026, the northern city's goal is to target the Chinese travellers and “explore this new market”.

Interestingly, Gijón doesn't suffer from the same overtourism problems as other coastal cities in Spain, but they are clearly looking to attract a more affluent holidaymaker.

Even smaller towns such as Talavera not far from Toledo will this month receive a Chinese delegation with the aim of promoting themselves in the Asian giant's tourism spheres.

A total of 93.8 million foreign tourists visited Spain in 2024 and of these, 647,801 came from China, representing a 66.7 percent increase from 2023.

An increase in flight links between the two countries has helped in this regard. Last year, Air China resumed its direct route between Barcelona and Shanghai, and Málaga and Seville are negotiating to introduce a weekly direct flight to cities in China too.

Cathay Pacific also returned to Barcelona in 2024 resuming non-stop flights between the Catalan capital and Hong Kong.

Sichuan Airlines inaugurated direct flights connecting Madrid with Chengdu, famed for its giant panda bears, back in April of this year.

And, China Southern Airlines will launch its first route to Spain this winter too with three weekly flights between Guangzhou and Madrid.

READ ALSO: Five facts to help you understand Spain's Chinese community