Spain courts Asian tourists with expanded flights, culture and connectivity push

Teresa Siles Suárez

Spain is stepping up efforts to attract Chinese and Macanese travelers, highlighting expanded flight links, high-speed rail connectivity, and cultural and culinary offerings at a tourism promotion event in Macau.

Teresa Siles Suárez, Counsellor for Tourism South China, Hong Kong and Macau, pitched Spain as “one of the most attractive European countries […] for tourism” during the “2026 China-Spain-Portugal Tourism Product Presentation – Corporate Session” at this year’s MITE expo at the Venetian Macao’s Cotai Expo Hall.

The Friday presentation was hosted by the Macao Government Tourism Office, IPIM, and Turismo de Portugal. It positioned Macau as a key bridge for MICE, tourism, and trade between China, Spain, and Portugal amid booming inbound visitor arrivals and evolving global travel patterns.

Suárez opened her presentation by detailing Spain’s aviation strengths, framing the country as a strategic crossroads. “It is in an excellent position between Europe and South America, with which it has an excellent cultural, historical, and commercial relationship […] together with its geographical location, has made Spain a crucial connecting point for travel between Europe and South America,” she said.

Highlighting strengthening ties between China and Spain, Suárez noted “excellent progress” in their bilateral connections and detailed dramatic gains in air travel for Chinese travelers. “This year, in 2026, there are already 61 direct flights between China and Spain, almost double the number there were in 2019, before Covid.”

Mainly Chinese carriers link key hubs – Beijing, Shanghai, Hong Kong, Shenzhen, Hangzhou, Chongqing, Chengdu, and Guangzhou – directly to Madrid and Barcelona via weekly flights.

Once in Spain, getting around is equally seamless for tourists. High-speed trains, expansive road networks, buses, rental cars, and regional lines cover the country comprehensively.

Suárez explained, “The transport network is not only made up of airports and high-speed trains, but also includes a very extensive network of bridges, a transit network, and other regional networks that have fast, comfortable, and very affordable transport options.”

Europe’s longest network of high-speed railways is in Spain, where billions of euros have been invested into new railways radiating from Madrid over the last 30 years.

At 3,567 kilometers, it’s the second-longest high-speed rail network in the world.

“China is first [in kilometers],” she noted, “but in relative terms, taking population into account, Spain ranks first in the world,” she said.

Iberian shopping, culture, and gastronomy draw crowds

Turning to what she deems to lure Chinese and Macanese visitors most, Suárez spotlighted shopping, culture, and gastronomy as unbeatable draws.

“Spain has very competitive prices compared to other European countries,” she said, thanks in part to VAT refunds on purchases over 90 euros through tax refund services for tourists. Adding to the mix, digital payments make spending effortless, with Alipay, WeChat Pay, UnionPay, Visa, Mastercard, and American Express accepted almost everywhere, from boutiques to tapas bars.

On gastronomy, she urged visitors to savor tapas at local markets, dine at centennial restaurants, sample prized Iberian ham paired with fine wines, or even hunt for luxury fashion along vibrant urban streets. “Spain’s gastronomic offerings are as rich as they are delicious,” Suárez said.

“There are many restaurants that are over 100 years old. There is only one official figure, but it is estimated that there are around 120 centennial restaurants in Spain. In Madrid, the capital of Spain, there are just 16 of these restaurants.”

On Spain’s vibrant cultural scene, Suárez highlighted, “there are more than 1,500 museums and museum collections, according to the Ministry of Culture […] there are approximately 760 cinemas and around 3,500 theaters, with a total of more than 700,000 venues.” Complementing these cultural riches are 50 UNESCO World Heritage sites and 291 Michelin-starred restaurants, giving discerning travelers endless options.

On accommodation, she detailed over 330,000 tourist accommodations nationwide –including 13,000 luxury hotels. The experience elevates further through the Paradores, which transform restored historic monasteries, castles, and fortresses into stays blending heritage with modern comfort.

“The Paradores Nacionales are a Spanish public hotel network that manages hotels located in historic buildings and places of cultural, artistic, and natural interest,” Suárez told the Times.

Data Challenges, Bright Prospects

Despite the promise, outbound tourism data from Macau remains murky, Suárez acknowledged in a sideline interview with the Times.

“With the closure of a lot of tour agencies in Macau, a lot of Macau tours get routed through Hong Kong. Therefore, outbound tourists to Spain get grouped with Hong Kong numbers, so it’s hard to distinguish which of these tourists are from Macau and which are from Hong Kong,” she said.

Still, the numbers signal vast potential. Mainland Chinese arrivals in Spain soared to 647,801 in 2024, a 66% jump, as the country targets a record 97 million visitors in 2025. Suárez views Macau as fertile ground for affluent independent and family travelers.

Family travel accounts for 27.8% of international visitors and 26.5% of spending, generating €35.676 billion last year. These groups prioritize sun-soaked beaches, shopping sprees, city explorations, and eco-friendly transport.

Under Spain’s Tourism Agenda 2030, sustainability drives campaigns such as “Think You Know Spain? Think Again” and “Stay Longer, Discover More.”

Mak Mak

MGTO launches IP licensing program for tourism mascot

The Macao Government Tourism Office (MGTO) has launched the “IP Licensing Program for Macao Tourism Mascot ‘Mak Mak’,” opening applications for local enterprises and associations to use the mascot for commercial and non-commercial projects aimed at promoting Macau as a diversified tourism destination.

The program was officially introduced on Saturday at the 14th Macao International Travel (Industry) Expo (MITE), where MGTO also showcased early product concepts developed by local businesses. Proposed items include travel souvenirs, daily goods, food products, and promotional materials, highlighting Mak Mak’s potential as a creative intellectual property (IP) brand.

MGTO director Maria Helena de Senna Fernandes said the initiative is designed to unlock Mak Mak’s value as an IP and encourage cross-sector collaboration. She invited businesses and community groups to participate and help strengthen the development of “tourism + culture and creativity,” while supporting destination branding efforts.

Under the program, eligible applicants include sole proprietors, companies, and associations legally registered in Macau. Applications will be accepted across four categories: merchandise, food products, promotional materials, and events. A judging panel will assess proposals based on suitability for commercial or non-commercial use.

Approved licensees will be allowed to use Mak Mak free of charge within the approved scope and period. They will retain profits generated from products or projects using the mascot, while MGTO will provide promotional support through official channels. Licensees may also receive priority participation in tourism-related promotions and exhibitions.

Applications open on April 20, and interested parties can apply via MGTO’s official website.

Mak Mak, first selected in a 2017 design competition and adopted as Macao’s tourism mascot in 2018, has since been widely used in local and international promotions. MGTO has previously introduced funding support to encourage cultural and creative industries to develop Mak Mak-themed products and experiences.