At ITB Berlin 2026, tourism and finance leaders discussed how Europe can make travel easier, safer and more seamless for Chinese visitors as flows between the two regions gradually recover. The session, titled “Enabling Seamless Travel Between China and Europe”, was organised by the European Travel Commission (ETC) together with Mastercard and brought together stakeholders from tourism, finance and technology to strengthen Sino-European travel connections.
Strengthening the Sino-European tourism corridor
Opening the discussion, Eduardo Santander, CEO of the ETC, highlighted the strategic importance of the Sino-European tourism corridor, describing China as one of Europe’s most important long-haul visitor markets.
“We think that the Sino-European corridor is going to play a very important role in the current geopolitical moment,” Santander said, stressing that stronger collaboration between tourism organisations, financial institutions and destinations will be essential to support travel between the two regions.
He also noted that Chinese outbound tourism has evolved significantly in recent years. Many travellers now prefer independent or small-group trips and increasingly seek authentic cultural experiences rather than traditional organised tours.
“Our responsibility as European destinations and businesses is clear,” he added. “We must inspire travellers, make travel across Europe effortless and ensure the experience is one they want to repeat.”
Chinese travellers seeking deeper experiences
Providing the perspective of the Chinese tourism sector, Hao Zheng, Secretary-General of the World Tourism Alliance, explained that Chinese travellers are increasingly looking for meaningful experiences rather than simply visiting iconic landmarks.
“Travellers today are no longer satisfied with simply ticking destinations off a list,” Zheng said. “They are looking for meaningful and memorable moments.”
Neighbourhood cafés, boutique hotels, local markets and regional gastronomy are therefore becoming increasingly important parts of the travel experience, reflecting a shift towards experience-driven tourism.
Partnerships and payments enabling seamless travel
The discussion also highlighted the role of financial technology in supporting smoother travel between China and Europe.
During the event, Mastercard and the European Travel Commission presented the ICBC European Travel Co-branded Credit Card, developed together with Industrial and Commercial Bank of China. The card aims to facilitate payments for Chinese travellers visiting Europe while providing additional travel-related benefits.
Solveig Honoré Hatton, Senior Vice President for Public Sector Europe at Mastercard, said cooperation between the tourism and financial sectors can significantly improve the travel experience. “When people travel, they do not just cross borders,” she said. “They bring culture, curiosity and commerce with them.”
The card is designed to make payments easier for Chinese visitors by offering secure and widely accepted payment solutions across European destinations.
Although visitor numbers from China have not yet fully returned to pre-pandemic levels, industry leaders stressed that Chinese tourists remain among the most valuable long-haul visitors to Europe. Chinese travellers typically stay longer, visit multiple destinations and spend more across accommodation, gastronomy, culture and retail experiences.
Visa policy supporting renewed travel flows
The discussion also takes place as China expands travel facilitation policies. Beijing recently confirmed that visa-free entry for citizens of most European countries will be extended until the end of 2026, allowing stays of up to 30 days without requiring a visa.
The policy is part of China’s broader effort to revive international tourism following the pandemic. According to the country’s National Immigration Administration, visa-free arrivals doubled in 2024 compared with the previous year, surpassing 20 million visitors.
Combined with improved travel services, payment solutions and stronger partnerships between tourism stakeholders, industry leaders believe the Sino-European travel corridor could become an increasingly important driver of global tourism in the coming years.
