The major weaknesses associated with Spain as a tourist destination for Chinese language tourists include the limited air connection, the slow entry visa providing process, as well as the general ignorance from the Chinese market and existing prejudices. These disadvantages are aggravated simply by complicated processes to manage the tax-free refund, and the limited advertisement associated with Spain as a tourist destination within China.


This issue has become quite clear in the numbers: as of March 2018, only 8 direct flights and 25 every week flights, carried out by six air travel companies, operate between Spain plus China. These numbers are much more worrisome in comparison to the more than six, 200 annual flights that connect to Frankfurt, or the almost 8, 1000 between Charles de Gaulle plus China, while Madrid barely achieved a thousand in 2016.


The problem of visas is due to an absence of resources that causes the Spanish consulates to take longer than other nations to issue the necessary visas to reach to Madrid.

Beijing authorized Spain as a tourist place to go for its citizens in 2004. 14 years later, Spain is still consuming an average of 15 days to concern visas, when Italy does therefore in five days, Germany within three, and France can do this within a day.

The problem in the United Kingdom, which is not a Schengen Region, allows for a multiple entry australian visa, and this has encouraged London as the European destination with the best functionality for this market in 2017, or maybe the case of Morocco, whose visa for australia exemption policy from last year allowed its tourism market to grow with a 400%.

Incorrect perception

Usually, there is a wrong perception of the Chinese language customer in the Spanish tourism market, which luckily is changing step-by-step. Until relatively recently, the Chinese language customer was identified as a cheap, unsustainable consumer, who didn’ capital t have a significant interest in Spanish tradition.

But currently, the particular millennial and digital FIT (free independent traveler) consumer, which currently represents about 50% of the Chinese language tourists, spends the night in 4-star hotels, has the highest tourist costs and has an enormous interest in the local tradition. Satisfying them, adapting to their requirements, offering them what they’ lso are really looking for, is the real problem to earn their loyalty.

Other minor problems

Besides the 3 issues mentioned above, there are other relatively small problems having an impact on Chinese language market, such as the tax-free refund, the down sides faced by the Chinese tourists having a high purchasing power (expenditures greater than 2, 800 euros per trip), when managing the tax reimbursement in the Spanish airports, in comparison to the particular automation of this system in several Euro airports, is the reason that promotes buying tourism in other capital cities from the Old Continent.

Furthermore, the limited advertisement of The country in China, even though it registered a rise of more than 65% year-on-year during the past expression, makes it still a quite unfamiliar destination to the public.