BRUSSELS, May 1 (Xinhua) -- China is a strategic market for European tourism, both in scale and value, Eduardo Santander, CEO of the European Travel Commission (ETC), has said in a recent written interview with Xinhua.
Santander said China-Europe tourism cooperation has made solid progress in recent years, with air connectivity recovering strongly and payment solutions improving. Looking ahead, he said China-Europe tourism is expected to further develop not only in volume, but also in quality and for mutual benefits.
The global tourism sector is facing a more complex environment, Santander said, noting that geopolitical tensions, high energy prices and rising aviation costs are creating pressure on both supply and demand.
"However, travel demand remains resilient, as consumers continue to prioritize travel within their discretionary spending," he said.
On the outlook for inbound tourism to Europe in 2026, Santander said Europe has seen a solid start to the year, with international arrivals up around 6 percent year-on-year in the first months.
"The outlook remains cautiously positive," he said, adding that growth will be mainly driven by short-haul travel, with Southern Europe and parts of Central and Eastern Europe expected to perform strongly.
He said the main uncertainty is external. "The evolution of the Middle East conflict could impact fuel prices, airfares, and flight capacity. This may influence travel costs and demand patterns in the months ahead," he said.
Speaking about the significance of the Chinese market, Santander said China is a strategic market for European tourism, both in scale and value.
Europe welcomed close to 10 million Chinese travellers in 2025, and demand remains strong, he said.
According to ETC's sentiment research from early 2026, around 59 percent of Chinese respondents plan to visit Europe this year, the highest among long-haul markets.
Chinese travelers are also among the highest spenders, he said, adding that over half expect to spend between 100 and 200 euros (between 118 and 235 U.S. dollars) per day, making the market especially important for Europe's tourism economy.
Santander said the Chinese market is evolving. Chinese travelers are moving away from traditional group tours toward more flexible and personalized travel, with a clear shift toward experiences, including wellness, culture and lifestyle activities.
Safety remains the top consideration, and Europe performs strongly in this regard, he said. Travelers are also more attentive to quality, comfort and overcrowding.
Social media is increasingly shaping travel choices, with a stronger focus on storytelling and lived experiences, he said. Spending patterns are also changing. Shopping remains relevant but is less dominant, while more spending is directed toward food, activities and experiences.
On China's recent visa-free and travel facilitation policies, Santander said tourism plays an important role in fostering mutual understanding, enabling direct cultural exchange and helping build long-term connections between people.
"Visa facilitation is a key enabler of this process. Simplifying travel procedures reduces barriers and makes travel more accessible," he said.
China's recent measures in this area are therefore very positive and support stronger tourism exchanges with Europe, he said.
At the same time, China is becoming more attractive to European travelers, he said. Its cultural richness, diversity and improving tourism infrastructure offer strong appeal, while easier access will further support this growing interest.
Stronger tourism exchanges benefit both sides, supporting not only economic growth but also dialogue and mutual respect, he added.
On the achievements of China-Europe tourism cooperation, Santander said solid progress has been made in recent years. Air connectivity has recovered strongly, standing at 127 percent of 2019 levels.
Improvements in payment solutions have also made travel in Europe more convenient for Chinese visitors, he said.
A recent example is the launch of the ICBC European Travel Co-branded Credit Card, in partnership with Mastercard and ETC. The card is designed to offer Chinese travelers a seamless, secure and widely accepted payment experience across Europe, supporting everyday transactions and increasing confidence throughout the journey, he said.
He added that a range of designs inspired by European and Chinese cultural elements reflects shared values of openness and cross-cultural connection.
Looking ahead, Santander said the outlook is positive but requires a focused approach. The Chinese outbound market is resilient, but also sensitive to safety, value and convenience. Europe needs to respond to these expectations clearly, he said.
"The priority is to ensure easier access, offer a more diverse and experience-driven tourism product, and deliver a seamless and welcoming visitor experience. This will allow China-Europe tourism to further develop not only in volume, but also in quality and (for) mutual benefit," he said. ■