【By Observer News, Deng Jun / Editor: Zhao Qiankun】

With the continuous growth of Chinese tourists traveling to Spain in winter, the "off-season travel" trend has opened up new growth space for the local tourism industry.

Recently, on the newly launched Guangzhou-Madrid intercontinental route by China Southern Airlines, passengers noticed that the occupancy rate of both the outbound and return flights was over 90%.

International tourism media "Travel And Tour World" pointed out that the vibrant Chinese tourists have injected new vitality into Spain's winter tourism, this continuously growing tourism boom is historically significant. Spain's tourism industry is thriving, and the whole country is actively welcoming this new prosperity.

Data from the Spanish National Tourism Office shows that in 2024, Spain received approximately 650,000 Chinese tourists, an increase of about 66.7% compared to the previous year, with these tourists spending more than 1.8 billion euros in Spain.

In 2025, the popularity of Chinese citizens traveling to Spain remains undiminished. As of October 2025, Spain had already received 678,000 Chinese tourists, which is 4.5% higher than the total number of the entire year 2024.

As of now, the flight connectivity between China and Spain has significantly improved, covering nine Chinese cities, making it easier for Chinese tourists to explore the multiple charms of Spain. From winter 2025 to spring 2026, the frequency of direct flights between the two countries will reach the highest level in history, with the number of weekly direct flights almost doubling compared to the same period in 2019.

Madrid Mayor Square, Spanish National Tourism Office

The Spanish National Tourism Office believes that 2025 is expected to be a record-breaking year for Chinese tourists traveling to Spain.

Santiago Valero, Vice President of the Spanish Tourism Commission, said in an interview with Chinese media that Chinese tourists are increasingly interested in visiting Spain in winter, and their travel methods have new characteristics - they pay more attention to in-depth experiences of local culture and city connotations.

Industry observers point out that Chinese tourists stay longer, spend more steadily, have clearer goals, and have higher requirements for tourism service quality, bringing sustained economic value to tourist destinations.

Valero believes that the tourism industries across Spain should think about how to adapt to changes in the needs of Chinese tourists, which will be the key direction for future development.

At the tourism promotion event "Going Deep into the 'Heart' of Spain - The Journey to Spain's Interior" held on December 10th, the Spanish Embassy in China's Tourism Office introduced the Spanish National Tourism Office's new international campaign - "You think you know Spain? Think again" (Do you think you know Spain? Think again). This campaign focuses comprehensively on sustainable tourism and Spain's interior regions for the first time, emphasizing authentic experiences, natural landscapes, local delicacies, and slow travel, aiming to help Chinese tourists rediscover a deeper and richer Spain.

Starting from Madrid, one can visit world heritage cities such as Segovia, Avila, Burgos, Leon, and Salamanca, and experience their historical styles; in Toledo, Cuenca, Cesarea, Merida, and Cordoba, one can immerse oneself in diverse civilizations, architecture, and natural landscapes; extending from Barcelona to the Pyrenees region, Aragon, Navarre, and La Rioja, these areas jointly depict a colorful cultural landscape of Spain through art, nature, festivals, and food and wine... These destinations not only highlight the cultural heritage, natural scenery, and unique lifestyle of Spain's interior, but also reflect the strategic orientation of the Spanish National Tourism Office to promote deep experiences and slow travel - through immersive journeys that integrate art, architecture, food, wine, nature, and spiritual exploration, guiding Chinese tourists to rediscover a Spain beyond traditional impressions, focusing on experiences.

Jorge Rubio, Tourism Counselor at the Spanish Embassy in China, pointed out that after the pandemic, travelers, especially Asian tourists, place greater emphasis on authenticity, natural experiences, and sustainability. The profound cultural heritage, rich natural resources, and unique lifestyles of Spain's interior regions are now facing new opportunities for development.

Buitrago, Minister-Counselor and Consul General at the Spanish Embassy in China, stated that the cultural depth and natural diversity of Spain's interior align closely with the current travel needs of Chinese tourists. The consular departments of the Spanish Embassy in China and all the consulates general in China will continue to optimize visa policies and service processes to provide Chinese tourists with a smoother and more convenient experience when traveling to Spain.

Valero also paid special attention to the favorable policies, such as the extension of the visa-free policy for multiple countries including Spain until the end of 2026. He believes that this move will further promote tourism, business, and cultural exchanges between the two countries.

This article is an exclusive piece by Observer News. Unauthorized reproduction is prohibited.

Original: toutiao.com/article/7583588850586124835/

Statement: The article represents the personal views of the author.