Vis-a-vis visas, Europe plays catch-up

Chinese tourists visit a London shop.[Photo by Xu Lin/ China Daily]

"Spain is appealing to Chinese tourists because it has rich cultural heritage and a unique culture," says the Spanish embassy's tourism counselor, Dario Polo Rodriguez.

The country hosts 44 UNESCO World Heritage sites, the world's third most.

It also offers fantastic weather, splendid scenery and natural landscapes, not to mention luxury shopping with high tax refunds, he says.

Spain's tourism authority in China has expanded cooperation with Chinese partners and staged promotions in second-tier cities.

Germany has been hosting annual road shows in second-tier cities since 2014, says the director of the German National Tourist Board's Beijing office, Li Zhaohui.

It has focused on cities with direct flights to Europe that have consulates or application centers, plus a growing middle class.

The country is opening new centers in such cities as Shandong province's capital, Jinan, and Zhejiang province's capital, Hangzhou.

Nearly 1.4 million Chinese visited Germany last year, roughly 35 percent more than in 2014. The most popular destinations were Munich, Frankfurt, Cologne, Dusseldorf and Stuttgart.

China's second-tier cities' outbound-tourism markets are more price-sensitive. And residents often know less about destinations, Li says.

There are no tour products from such cities to Germany that don't include other countries, she says.

Li says young Chinese prefer independent and in-depth travel. They enjoy road trips, cycling and hiking.

The tourism board and German airline Lufthansa recently partnered to launch a Chinese-language app about road trips and shopping to help travelers determine routes and communicate with one another.

As for France, Chinese visitors enjoy high-end luxury, chic boutiques and retail shopping, Oden says.

A growing number of independent travelers also appreciate authentic cuisine, including Michelin restaurants, and visit vineyards and attend wine-tasting courses. Some even take cooking classes with French chefs.

Atout France organizes themed promotions to attract a dynamic mix of Chinese, including those from second-tier cities.

Last year's themes included gastronomy, shopping and culture. These will continue this year, with the addition of family travel, Oden says.