Kathmandu— Travel between China and Europe is experiencing substantial growth, with both regions seeing a marked increase in visitors this year. Thanks to China’s unilateral visa-free policy for travelers from over 30 European countries – including France, Germany, and Italy – the nation recorded 17.8 million visa-free entries by foreign nationals in the first half of 2026, a 30.6 percent increase year on year. Simultaneously, Chinese tourists are increasingly drawn to Europe’s cultural attractions and events, spurred by improved air links and expanding business ties.

Easing Travel Restrictions Fuel Growth

Under China's visa-free policy, travelers from numerous European countries can stay for up to 30 days. This simplification of the entry process has been a key factor in attracting more visitors, as exemplified by German travel blogger Sorin Liviu Jurj, who recently completed a trip through Beijing, Shanghai and Yunnan Province with only a passport and smartphone. He described China as “one of the smoothest, most modern, and most surprising countries” he’s visited. The impact is visible in booking data; Trip.com reports that bookings for scenic attractions by European travelers have increased more than 20-fold year on year.

Increased Air Connectivity Supports Demand

Airlines are responding to the growing demand with expanded services and routes. Juneyao Air’s Shanghai-Athens route has seen foreign passengers account for 32 percent of traffic so far this year, carrying 21,694 foreign passengers as of August 5 – nearly matching its full-year total from the previous year. Similarly, Air China increased its Beijing-Warsaw service to a daily operation starting April 12, demonstrating a commitment to facilitating travel between the two regions.

European Destinations Attract Chinese Tourists

The surge in tourism isn’t limited to Europeans traveling to China; Chinese tourists are also flocking to Europe. Spain experienced a significant spike in interest from Chinese travelers following its World Cup victory, with searches for Shenzhen-Barcelona flights soaring 33-fold within an hour on the Qunar platform. Serbia has also seen strong growth, recording 85,025 overnight stays by Chinese visitors in the first three months of 2026, making China one of its leading inbound tourism markets. Poland similarly identified China as its largest Asian source market in May.

Shifting Tourist Preferences and Economic Impact

Travel patterns are evolving beyond traditional shopping and landmark visits. Marija Labovic, CEO of the National Tourism Organisation of Serbia, notes a “clear shift toward travel focused on experiencing the destination and its authenticity.” This trend is mirrored across Europe, with travelers seeking more personalized encounters with local life. The increased tourism is also driving economic cooperation, including the launch of a co-branded credit card by the European Travel Commission, Mastercard, and the Industrial and Commercial Bank of China to facilitate payments for Chinese visitors, and expanded partnerships between hotel groups like Accor and H World Group.

Future Growth Anticipated

Eduardo Santander, Executive Director of the European Travel Commission, emphasized that “China remains one of Europe's most important long-haul source markets.” He anticipates continued growth in China-Europe tourism, with a focus on improving accessibility, diversifying tourism offerings, and enhancing the overall visitor experience.

The European Travel Commission expects further development in China-Europe tourism by prioritizing easier access, diverse experiences, and seamless travel for visitors.

(With inputs from Xinhua)

Originally published on abcnews.com.np.