China and Spain Strengthen Tourism Relations at FITUR 2026 in Madrid with New Travel Deals and Increased Air Connectivity

Published on December 20, 2025

As the world continues to recover from the effects of the global pandemic, two major tourism markets—China and Spain—are poised for even greater cooperation in the coming years. At the upcoming 2026 FITUR International Tourism Fair, which will be held from January 21 to January 25, 2026 at the IFEMA exhibition centre in Madrid, both countries will solidify their growing partnership. This prestigious fair will serve as a significant platform for the China National Tourism Administration, the tourism authorities of Macao and Hong Kong, as well as major airlines like Cathay Pacific and travel tech companies to showcase their offerings to global travel professionals and visitors.

The collaboration between Spain and China has taken on new dimensions, highlighted by strong aviation connectivity, growing tourism expenditure, and rising visitor numbers from China to Spain. According to recent data, the number of Chinese tourists arriving in Spain surged by 26.12% in the first quarter of 2025 compared to the same period in 2019, marking a recovery in tourism demand from China and signaling the growing appeal of Spain as a top European destination. Similarly, Spanish visitors to China reached approximately 157,000 in 2024, further reflecting the mutual interest in expanding cultural and travel connections.

Key Highlights of the China-Spain Tourism Collaboration

• Strong Growth in Tourist Arrivals: The first quarter of 2025 saw a 26.12% increase in Chinese tourist arrivals to Spain compared to 2019.
• China’s Aviation Connectivity: China Southern Airlines recently launched a new Madrid-Guangzhou route, which will increase direct flights to 61 weekly by the 2025-2026 winter season.
• Rising Tourism Expenditure: Chinese tourists are expected to spend €1.417 billion in Spain by the end of 2025, showing a 1.4% increase compared to the previous year.
• FITUR 2026’s Role in Strengthening Ties: The fair will serve as a vital space for both nations to deepen their relationship and increase travel and business exchanges.

A Look at Spain’s Growing Appeal for Chinese Tourists

Spain has firmly established itself as one of the most coveted destinations in Europe for international travelers, especially for Chinese tourists. The Spanish National Tourist Board reports that the Chinese outbound market continues to show promising signs of growth. The lifting of travel restrictions, coupled with Spain’s increasing popularity, makes it a perfect destination for Chinese travelers. The country’s rich cultural offerings, diverse landscapes, and modern tourism infrastructure have captivated the Chinese market, leading to a rise in both leisure and business travel.

Factors Contributing to Spain’s Success with Chinese Tourists:

• Cultural Appeal: Spain’s rich history, art, and cuisine attract travelers seeking a European cultural experience.
• Shopping and Luxury: Spain is a popular destination for high-spending tourists, with shopping and luxury services drawing affluent Chinese travelers.
• Improved Accessibility: New flight routes, like the Madrid-Guangzhou service, make Spain more accessible to Chinese tourists.

Spain’s increased appeal is evident not only in the growing numbers of visitors but also in the rising tourism spending. Chinese tourists are not just visiting, but also contributing significantly to the local economy, particularly in areas such as shopping, hospitality, and luxury experiences.

China’s Rising Demand for International Travel

On the flip side, China has seen a major surge in outbound tourism since the pandemic, with the international market expanding by 9-10% annually. As restrictions lifted and travel demand increased, the country’s tourism industry is poised to capitalize on its growing consumer market. According to China’s National Tourism Administration, the outbound travel demand from China will continue to grow, driven by factors such as economic recovery, improved connectivity, and a booming middle class.

As Chinese travelers continue to seek international experiences, Spain remains one of their top European destinations. The collaboration between China and Spain at events like FITUR 2026 will likely result in more integrated travel packages, better promotional strategies, and increased access to cultural exchange programs.

FITUR 2026: A Platform for China-Spain Cooperation

The 2026 FITUR International Tourism Fair marks a turning point for China-Spain tourism relations. This year’s fair will be a pivotal event where China will hold a strategic position, showcasing its travel offerings, promoting its rich cultural heritage, and emphasizing its tourism investments. Participants from China will include prominent organizations like the China National Tourism Administration, leading airlines such as Cathay Pacific, and local tourism bureaus from Shanghai and Beijing, as well as leading tourism technology companies like Shiji Group and Xiwang.

The presence of China’s tourism authorities and key industry players at FITUR 2026 is expected to facilitate new partnerships, joint ventures, and enhanced tourism marketing strategies for both countries. This fair offers a perfect opportunity to build lasting relationships and bolster the tourism infrastructure that serves both Chinese and Spanish travelers.

Growth of Air Connectivity Between China and Spain

A crucial element of this growing partnership is the enhanced air connectivity between China and Spain. China Southern Airlines’ launch of a new Madrid-Guangzhou route will increase the frequency of direct flights to 61 weekly during the 2025-2026 winter season, a record high. This improved connectivity is expected to make Spain more accessible to travelers from China, further strengthening tourism flows between the two countries.

In addition to China Southern Airlines, other major airlines from China and Spain, including Cathay Pacific, are expected to play an essential role in facilitating smoother, more efficient travel between these two countries. These air travel improvements will have a significant impact on both business and leisure tourism.

China-Spain Tourism Outlook for 2026 and Beyond

Looking ahead, the tourism forecast between China and Spain is overwhelmingly positive. The Spanish National Tourism Administration reports that China’s domestic market is expected to grow by 6% by 2026, and the international market will see an increase of 9% to 10%. As demand for outbound travel continues to grow, Spain is well-positioned to remain one of the leading European destinations for Chinese travelers.

Spain and China will continue to benefit from this mutual relationship, as both nations work to enhance air connectivity, share cultural experiences, and attract more visitors. The 2026 FITUR International Tourism Fair is just one example of how tourism and cultural exchange between these two nations will thrive in the coming years.

Conclusion: A Bright Future for China-Spain Tourism

As China and Spain continue to strengthen their tourism collaboration, events like FITUR 2026 will prove instrumental in creating deeper ties between the two nations. With improved air connectivity, rising tourism expenditure, and a growing demand for international travel, the future looks bright for this dynamic partnership. The continued growth of tourism between China and Spain will not only boost their respective economies but also foster greater cultural understanding, making these countries even more attractive to travelers worldwide.