How will the 25th China-EU Summit impact the travel and tourism industry?

On 24 July, European Council President António Costa and European Commission President Ursula von der Leyen will travel to Beijing for the 25^th China–EU Summit. The two leaders are scheduled to meet with Chinese President Xi Jinping, with Premier Li Qiang co-chairing the summit discussions. The meeting marks the 50^th anniversary of diplomatic ties between China and the European Union (EU) and comes at a time of heightened geopolitical tension and economic friction.

EU leaders are preparing for a summit that reflects more strain than celebration. While it symbolically commemorates five decades of engagement, both sides arrive with a long list of unresolved issues: from market access to security policy.

Visa-free entry: Where does the EU stand?

The summit takes place just weeks after China extended its 30-day visa-free policy to citizens of 75 countries, including 24 EU member states. The move aims to support tourism recovery and project an image of openness, particularly in the post-COVID travel landscape. However, Czech Republic, Lithuania, and Sweden are notably absent from the list, reflecting lingering political tensions.

Pre-Summit sentiment: A focus beyond tourism

While China has been actively promoting its visa-free expansion as a sign of improved openness, the dominant issues heading into the summit are economic and strategic. The EU–China trade relationship reached over €845 billion in 2024, but the growing trade deficit—fueled by Chinese exports of electric vehicles and renewable energy technology has become a critical concern in Brussels.

Although the EU and China together account for nearly 30% of global trade in goods and services and over a third of global GDP, the EU is pushing for a more balanced economic relationship, improved market transparency, and stronger protections for its strategic sectors. As a result, the atmosphere ahead of the summit is measured, with any celebratory tone around the diplomatic anniversary likely tempered by persistent geopolitical and economic challenges.

Visa-free policy: calls for reciprocity

Despite its limited place on the summit agenda, China’s visa-free policy is not without significance. It represents a soft-power approach to rebuild travel volumes and people-to-people exchange. In 2024 alone, more than 20 million international travellers entered China visa-free, with EU nationals contributing substantially to that figure.

Travel operators report growing demand, especially from France, Germany, and Italy, where the ease of access has led to increased bookings. European tourists have praised streamlined border controls and enhanced customer service at major airports.

However, China’s calls for reciprocity remain unanswered. Most EU countries still require Chinese citizens to apply for visas, despite Beijing’s expanded access. The issue is complex, involving Schengen visa rules and national-level regulations, and is unlikely to see meaningful progress during the summit.