Europe’s Embrace of China’s Tech Advancements: A Game-Changer for Tourism in Southern and Eastern Europe

Published on December 17, 2025

A new survey reveals a significant shift in public opinion across Europe, with more people supporting stronger technological partnerships between Europe and China. This growing favor towards China could have a profound impact on tourism, particularly in Southern and Eastern Europe, where many countries rely heavily on international visitors. The rise in support for tech-driven collaborations could open up a host of new opportunities to enhance travel experiences and attract more visitors, especially from China. With millions of travelers seeking new destinations and experiences, the deeper integration of Chinese technology into the tourism industry is seen as a way to streamline travel logistics, improve accessibility, and boost local economies.

The European Tech Insights 2025 survey found that nearly 29 percent of Europeans now support stronger cooperation with China in the tech sector, a sharp rise from 14 percent just two years ago. In countries like Spain, Italy, and Poland, this trend is particularly noticeable, with Spain leading the way. A majority of 52.8 percent of Spaniards expressed support for enhanced ties with China. Italy follows with 35 percent, and France stands at 31 percent. This shift in sentiment highlights how some European countries, particularly those with rich tourism infrastructures, are seeing the potential benefits of deeper tech alliances with China. These countries are hoping to tap into China’s growing middle class and its increasing appetite for travel.

Spain’s tourism sector, for example, has already seen a rise in Chinese tourists, with over 200,000 visitors in 2025 alone. The Ministry of Industry, Commerce, and Tourism in Spain has noted a 15 percent increase in Chinese arrivals, driven in part by the global embrace of digital platforms and smoother travel technologies. These visitors, seeking cultural experiences, are flocking to cities like Madrid and Barcelona, where they can enjoy a mix of historic landmarks, world-class art, and vibrant local life. This growing Chinese tourism market could see even further growth with strengthened tech ties, making Spain a more accessible and attractive destination for future travelers.

Italy, with its iconic cities like Rome, Florence, and Venice, is another beneficiary of this trend. The country’s tourism board has recognized the potential for greater tech cooperation to facilitate travel, including offering improved booking platforms, mobile apps for local tours, and seamless transportation solutions. By enhancing the digital infrastructure that supports tourism, Italy aims to cater to an increasingly tech-savvy generation of global travelers, particularly from China. These developments align with broader goals to boost Italy’s appeal as a top destination for international visitors.

The technological benefits don’t stop with the arrival of more tourists. Stronger China-Europe tech partnerships could lead to better travel tools and experiences, such as smarter transportation systems, high-speed internet in key tourist areas, and advanced language services. These innovations could make it easier for international visitors to navigate their travels, from booking tickets to exploring local attractions. As many young travelers, particularly from China, are drawn to destinations offering cutting-edge technologies and seamless digital services, this tech cooperation could help European destinations stay competitive in a rapidly changing travel landscape.

However, not all of Europe is fully embracing this shift. Northern and Eastern European countries like Germany and Poland still prefer stronger ties with the United States in tech matters. These countries have maintained a more cautious stance on expanding partnerships with China, though even they are beginning to recognize the potential benefits of broader international cooperation. Germany’s tourism sector, for instance, remains robust, with millions of visitors from around the world, including China. The country’s tourism authorities have suggested that a careful balancing act between China and U.S. partnerships will be key to maintaining this positive trajectory.

One key finding of the survey is the significant generational divide in attitudes toward China. Younger Europeans, particularly those aged 18-24, are far more supportive of closer ties with China, with nearly 40 percent backing stronger cooperation in the tech sector. These younger travelers, who are often more comfortable with digital solutions and new technologies, see China’s advancements in transportation and city infrastructure as attractive features when choosing travel destinations. For many, the use of technology to enhance their travel experience is a priority, and China’s leadership in areas like high-speed rail and smart cities is seen as an opportunity to experience a different kind of travel.

In response to this growing interest, countries like Spain, Italy, and France are exploring partnerships with Chinese tech companies to develop better tourism infrastructure. This includes the use of mobile apps for smoother bookings, the integration of online travel platforms, and improved visitor services through artificial intelligence. These technological advances will not only attract more tourists but also enhance the overall travel experience by making it more convenient, accessible, and personalized.

While the move toward deeper China-Europe cooperation presents significant opportunities for the tourism sector, it also comes with challenges. A large portion of Europeans are still resistant to reducing their dependence on Chinese technology, with many concerned about higher costs associated with reducing such dependence. Despite this, the long-term benefits of enhanced tourism, increased investment, and better travel infrastructure outweigh these concerns for many tourism experts.

As Europe continues to embrace stronger ties with China, the tourism industry is poised to benefit significantly. With smarter technologies, improved accessibility, and a steady influx of Chinese visitors, Southern and Eastern Europe could see a revitalization of their tourism sectors, making them even more attractive to international travelers in the years to come.