Spanish airports launch measures to attract Chinese tourists

According to the website of La Espanyol on January 7th, Asian tourists are one of the most popular tourist groups in the world, especially Chinese tourists. In Spain, we have also realized this, so the Spanish Airport and Aviation Authority (AENA) has developed a plan to attract these high purchasing power tourists at airports such as Barajas and El Prat

The management agency plans to renew the marketing management and technology solution comprehensive service contract launched in November 2022 to promote its airport services and other experiences to the Chinese market

The report states that AENA's goal is to attract Chinese tourists at both the departure and destination points, providing them with their own products and services

To this end, AENA will focus on Madrid Barajas Airport and Barcelona El Prat Airport. However, it does not rule out the possibility of applying the plan to similar places of interest to other Chinese tourists

In addition, some services will be carried out at the international level, mainly in China, and may be expanded to other airports or other appropriate venues or channels

What can Chinese tourists find at these airports? For example, when Chinese tourists buy products or services at any commercial point (shop, restaurant, etc.) in the airport, they can pay through the most popular WeChat payment, Alipay or UnionPay

In addition, the "Hi China!" application has also been put into use, which includes an information section and a transaction section, involving services provided by various airports (shops, restaurants, VIP lounges, parking lots, etc.), as well as services and facilities outside airports in various cities (Barcelona and Madrid)

The report states that AENA's attention to Chinese tourists is targeted. In 2023, a total of 382000 Chinese tourists visited Spain, accounting for 0.4% of the total number of tourists received in Spain, with an estimated consumption of 1.13 billion euros (1 euro is about 7.49 yuan)

The per capita expenditure and daily average expenditure of Chinese tourists are 2958 euros and 288 euros, respectively. If we consider that the per capita expenditure of foreign tourists in Spain in 2023 is 1362 euros, the expenses of Chinese tourists appear very high. In other words, the expenses of Chinese tourists are more than twice the average level

According to data from the Spanish tourism department, 65% of Chinese tourists come to Spain for leisure, and 28% of Chinese tourists come for work reasons. The main purposes of refined travel include shopping (62%), cultural visits, and city tours (both 61%)

Most Chinese tourists do not participate in tour groups (87%) and almost only stay in hotels (91%). Their main destinations are Catalonia Autonomous Community (49%) and Madrid Autonomous Community (30%), and the main (almost only) way of entry is by plane