Spain at ITB China 2025: Slow tourism and hidden gems
ITB China News sat down with María Llinares, Tourism Counsellor at the Spanish Embassy in Beijing, to discuss Spain’s vibrant showcase at ITB China 2025 and its renewed focus on sustainable, authentic experiences for Chinese travellers.
What are the highlights of Spain’s showcase at ITB China this year?
We’re excited to welcome 18 Spanish exhibitors, including a special pavilion from Catalonia. While the Chinese outbound market has been recovering more slowly, Spain’s approach is clear: addressing overtourism and embracing slow tourism. Our new campaign invites visitors to rethink Spain — focusing on meaningful experiences and sustainable travel, balancing tourist flows to protect local communities and enrich visitors’ journeys.
Could you share some initiatives specifically for the Chinese market?
We’re committed to introducing lesser-known gems and nature-based destinations that resonate with Chinese travellers’ interests. Regions like Extremadura and Castilla-La Mancha, along with northern Spain, are getting more attention. As of this summer, Spain has 61 direct flights connecting with China — nearly double the peak of 32 flights in 2019 — a clear sign of the market’s strong recovery and growing demand for authentic, off-the-beaten-path experiences.
How does Spain use digitalisation to engage with Chinese travellers?
We focus on delivering the highest quality content. We collaborate with Chinese KOLs (key opinion leaders) and influencers who travel to Spain and create immersive videos, livestreams, and interviews highlighting arts, culture, and nature. Our aim is to treat our audience as experts, offering them insightful and well-curated experiences. Through co-marketing with OTAs and leveraging our social media channels, we ensure Chinese travellers see Spain not just as a destination, but as a journey of discovery and cultural connection.
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西班牙亮相ITB China：慢旅行与小众目的地的新魅力
在接受ITB China News采访时，西班牙驻华大使馆旅游参赞玛丽亚·利纳雷斯详细介绍了西班牙在2025 ITB China的精彩亮相，并分享了面向中国游客的全新推广策略——聚焦可持续、深度与真实的旅行体验。
问：在本届ITB China，西班牙展台以哪些创新和亮点，向中国合作伙伴展示多样魅力？
答：今年，我们带来了18家西班牙展商，包括加泰罗尼亚的特色展区。虽然中国出境游市场的复苏速度相对较慢，但西班牙的推广策略非常明确：关注过度旅游问题，倡导“慢旅行”理念。我们的全新宣传活动邀请中国游客重新认识西班牙，更加注重深度体验和可持续发展，平衡旅游流量，让当地社区与游客都能收获更美好的体验。
问：中国游客旅行偏好多样化趋势日益明显，西班牙采取了哪些特别举措来吸引他们？
答：我们正全力推广更多小众目的地和自然景点，以满足中国游客对自然和文化结合的多样化兴趣。例如埃斯特雷马杜拉、卡斯蒂利亚-拉曼恰及西班牙北部等地区，都在积极向中国市场呈现独特魅力。今年夏季，西班牙已开通61个直飞中国的航班，几乎是2019年高峰时期32个航班的两倍，充分显示了市场复苏势头和中国游客对深度游的强烈热情。
问：面对中国市场的新机遇，西班牙如何借助数字化推广策略来吸引更多中国游客？
答：我们始终坚持以“高质量内容”为核心，与中国的KOL和网红合作，让他们亲赴西班牙，制作沉浸式视频、直播和访谈，聚焦艺术、文化与自然之美。我们视粉丝为真正的旅行达人，致力于为他们呈现更有深度、更加权威的内容。同时，借助OTA平台的联合营销和自有社交媒体矩阵，让中国游客感受到西班牙不仅是一处目的地，更是一场文化与心灵的探索之旅。
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