Extremadura intensifies tourism promotion in China

The Extremadura Directorate General of Tourism is intensifying its promotional efforts in the Chinese market to increase visitor numbers. Through an initiative supported by Turespaña, the region recently held an online training session for over 60 Chinese travel agents and tour operators, showcasing Extremadura’s cultural, natural, and gastronomic attractions, including a guided video tour of Mérida.

Data from the Ministry of Industry and Tourism indicates that more than 795,000 Chinese tourists visited Spain in 2025, representing a 22 percent increase from the previous year. The profile of the Chinese visitor in Spain shows an average age of 35.8 years, significantly younger than the international average of 44. Most Chinese travelers visit for leisure (78 percent) or professional reasons (17 percent), typically staying for an average of six nights.