All cultures appreciate the mixture of simplicity and depth that Chinese proverbs have been offering since ancient times. We especially like the one from Lao Zi that says that a journey of a thousand miles begins with the first step.
For decades China has been a disciplined and powerful but very self-centered country. But in the 21st century, for several internal and external reasons, China has taken off as a great global power, moving from an economy based on low-cost manufactures to a more complete one, in which new technologies have great importance. This has generated very powerful companies, with great export strength, which have started to gain a global presence that is more than remarkable. And it has also given rise to a growing middle class, with the capacity to travel and to enjoy previously impossible luxuries.
To understand the economic importance that these new travelers can have, according to the official information from the Ministry of Tourism of Portugal, in 2017 a Spanish tourist spent an average of 89 euros a day in Portugal, while a Chinese one spent 642 euros. That is, a Chinese tourist spent in one day what a Spanish did in a whole week. The pandemic meant a total stop in these trips but they resumed in 2023 and at an exceptionally high rate: in the ten days around the Chinese New Year there have been nearly 2 billion movements of Chinese citizens.
Therefore, it is not surprising that there is a growing interest in Europe to try to re-attract this type of tourists, to offer them something that makes them want to come back again and to recommend the trip to their millions of compatriots. And what attracts this type of traveler most?
In the first place, and surprising as it may seem, the weather. A day with blue skies and cool temperatures, with a light breeze, is one of the elements that can most attract an Asian traveler, who often suffers at home from hot humid days, with a sticky and uncomfortable heat. That is why it is easier to have a more positive experience in the cool summers of the Spanish and Portuguese Atlantic coast than in the Mediterranean ones. And for that reason perhaps the strategy of the Mediterranean areas should focus on trying to attract this type of visitor in the winters, in which its climate is mild and also its occupation is lower.
Secondly, they appreciate very positively the open landscapes, the forests, the big parks, the not too crowded beaches, the mountain trails. In general, the population density in large Asian cities is much higher than in Europe and that is why they would usually prefer to visit a natural park in Europe than a very monumental but very crowded city.
Third, they like Mediterranean culture very much. Our food, our wines, our lifestyle. That is why they value very positively having experiences that allow them to enjoy these elements first-hand. To be able to go to small restaurants where they serve simple and quality food, fresh fruits and vegetables, seafood and grilled fish. They appreciate gastronomy as a culture, as a way of understanding and knowing better the area and the people they are visiting. That is why it is not strange to see them also in the best restaurants because they look especially for that quality experience.
In this line, immersive experiences are increasingly successful, such as visits to wineries where they can see the whole process of elaboration and end with a wine tasting. Or attending popular festivities and being able to live the atmosphere and traditions with local people, imbuing themselves with the party.
In 2017 the number of Chinese tourists who visited Portugal rose by 80% over 2016 and in 2018 it was again the country that most increased its number of visitors to Portugal. Which is not surprising if we take into account the mild climate, the beautiful landscapes and the great gastronomy of Portugal. And, in addition, compared to European tourism that is very seasonal, the Asian tends to be distributed more during the year, because it does not seek the sun and the beach and enjoys much more a quiet place, without large crowds and cool temperatures. Portugal has all to make the most of these advantages and for the beginning of a beautiful friendship. Or for Lao Zi’s first miles for the journey of a thousand miles that many millions of people could start in the coming years. Will we be ready to welcome them?