BARCELONA, Dec. 2 (Xinhua) -- A growing number of Chinese tourists choosing to visit Spain during winter is beginning to reshape the country's traditional tourist calendar and create new momentum for the sector, said Spanish tourism industry insiders.
Santiago Vallejo, vice president of the country's tourism advocacy body Mesa del Turismo, told Xinhua that the rise in winter travel interest among Chinese tourists is linked both to climate conditions and improved travel connectivity.
According to data released by Turespana, Spain's national tourism board, Spain received around 650,000 Chinese visitors in 2024, an increase of about 66.7 percent year-on-year, with spending by Chinese tourists exceeding 1.8 billion euros (2.09 billion U.S. dollars).
The same report noted that prospects for 2025 are even stronger, with winter showing significant increases in flight capacity and booking volume.
"In the tourism industry, direct flights are essential," Vallejo said.
During the 2025-2026 winter and spring season, the number of direct flights between China and Spain is expected to reach a record level, with weekly connections almost doubling from before the pandemic, he said.
Vallejo noted changes in travel habits among Chinese visitors. "They don't just want to make a simple visit to a place, but to go deeper into the culture of those places and their heritage," he said.
In recent years, Spain's tourism sector has expanded cultural offerings in cities, improving museum experiences, exhibitions and walking tours. Payment systems have also been adapted to the preferences of Chinese travelers, with major shopping districts accepting Alipay and WeChat Pay for purchases and tax refunds.
Turespana's figures show that more than 80 percent of Chinese tourists opt for independent travel and hotel stays, with shopping, cultural visits and urban sightseeing ranking among their main activities, which brought higher added value to destinations.
"We need to understand what Chinese tourists are looking for," Vallejo said, noting that this shift in demand is not temporary but long-term in nature. "The tourism sector has to adapt, including improving urban experiences, cultural guidance and digital services."
Vallejo also highlighted policy developments that may further support growth. China has extended its visa-free policy for citizens of dozens of countries, including Spain, until the end of 2026, which will facilitate tourism, business and cultural exchanges in a two-way manner, he said.
