Alphavalue/ Divacons | Observations during Chinese New Year 2026 suggest that Spain, especially Madrid, has surpassed other European destinations such as France in attracting Chinese travellers with high purchasing power. The strong presence of the ‘Chinese New Year’ brand in key areas such as Gran Vía and the official events at Barajas Airport reflect a deliberate strategy to position Spain as China’s main gateway to Europe, supported by a sharp increase in connectivity (61 direct flights per week, double the number in 2019). With an average spend of €2,900 per traveller, Chinese tourism is driving a recovery based on ‘quality over quantity’, with higher margins than the European average. This structural change could lead to record tourism revenues for Spain in 2026, approaching 100 million visitors.
Chinese New Year 2026: Spain surpasses other European destinations in attracting Chinese travellers with high purchasing power
