Spain's strategy to attract Chinese tourists amid overtourism concerns

Wednesday 17 September 2025 - 13:20

By: Dakir Madiha

Spain's strategy to attract Chinese tourists amid overtourism concerns

Spain, a global tourism powerhouse, has long grappled with the challenges of overtourism. Rising discontent among residents over overcrowding, inflated rental prices, and disruptive visitor behavior has persisted in major cities. Despite this, Spanish authorities are now shifting their focus toward attracting a different kind of traveler, affluent Chinese tourists.

A new approach to tourism

For years, Spain has been synonymous with budget-friendly package holidays, party tourism, and bustling coastal resorts. However, tourism experts advocate for a shift in strategy aimed at reducing strain on overcrowded areas. The goal is to prioritize high-spending tourists who explore cultural and inland destinations over the typical mass tourism model.

Chinese visitors are central to this shift. On average, a Chinese tourist spends €2,958 during their stay in Spain, significantly more than the €1,151 spent by British tourists or the €2,113 spent by Americans. Moreover, Chinese travelers favor cultural experiences and fine dining over sun-and-sand holidays, making them ideal for diversifying Spain’s tourism footprint.

Targeting quality over quantity

Several Spanish cities are proactively pursuing Chinese tourists to promote sustainable tourism. Toledo, a historic city in central Spain, exemplifies this approach. Known for its cultural heritage, Toledo has launched campaigns to attract Asian markets, including a delegation to China to forge stronger ties. The city is even exploring a twinning initiative with Xi'an, famed for its Terracotta Warriors.

Toledo’s efforts go hand-in-hand with measures to curb overtourism in its old quarter, such as limiting large tour groups and regulating tourist transportation services. However, balancing these restrictions with the group travel preferences of Chinese tourists poses a unique challenge.

Similarly, Gijón, a city in northern Spain, plans to tap into the Chinese tourism market in 2026, aiming to attract wealthier visitors without experiencing the overtourism issues faced by other coastal destinations. Even smaller towns like Talavera are taking steps to position themselves as attractive destinations for Chinese tourists, hosting delegations to promote themselves in China.

Growing connectivity fuels potential

Improved air connectivity between Spain and China has significantly boosted Chinese tourism. In 2024, 647,801 Chinese tourists visited Spain, a 66.7% increase from the previous year. Airlines such as Air China, Cathay Pacific, Sichuan Airlines, and China Southern Airlines have introduced or resumed direct flights to Spanish cities like Barcelona, Madrid, and Málaga, making travel more convenient.

As Spain continues to refine its tourism strategy, the focus on attracting Chinese visitors underscores a broader effort to balance economic growth with sustainable tourism practices.