Tourism and business boosted by China's visa-free travel expansion

China is banking on its expanded visa-free travel program to boost tourism, business, and education links with Europe. Citizens of 38 European countries can now travel to China for up to 30 days without a visa, opening new opportunities for cultural and economic exchange.

Viktor Vereb, Hungary's manager at Hiseas Travel Agency, has spent over a decade promoting Central Europe to Chinese tourists; now, he believes the new policy will drive European interest in exploring China.

"China is a very fascinating and interesting country," Vereb tells CGTN. "On the one hand, they have a rich history that goes back 5,000 years. And on the other hand, that rapid and robust development that they have been through in the past 20, 30, 40 years – that is something that Europeans have to see."

The visa-free program, valid through the end of 2025, simplifies travel by removing the lengthy visa application process. It is already drawing attention from students across Europe – like Hanna Leindl, who studies at Vienna University in Austria.

"Then you can really see what society there is really like and be a part of it and learn all of it basically, more than you would as a tourist," Leindl says.

Experts predict a sharp rise in European visitors to China. Before the pandemic, 18,000 Slovak tourists visited annually, but under the new rules that figure is expected to triple.

Jozef Zeliznak, marketing director at Slovakia-based Bubo Travel Agency, sees the policy as an opportunity to rebrand China as a luxury destination.

"We are going to promote China as a luxury destination because this is something people here don't yet connect to China," he says. "You can fly in very good business class, stay in five-star hotels, and explore the traditional culture — and without a visa now, it is so easy."

Surge in interest

Tourism agencies across Europe are preparing for a surge in interest. Croatian agency Idea Travel is ramping up offerings for Beijing and Shanghai. In Germany, China has become the second most popular destination for business travelers, thanks to its strong trade ties with Europe's largest economy. Trade between the two nations hit $320 billion last year.

Tamas Matura, founder of the Central and Eastern European Center for Asian Studies at Budapest's Corvinus University, believes the policy has diplomatic benefits for China.

"Generally speaking, it's a way for the Chinese side to improve relations with the EU and its member states," Matura says.

Budapest Airport, a major hub in Central Europe, has already prepared for an uptick in travel. With 13 weekly flights connecting Budapest to four Chinese cities, Hungary is poised to benefit from the new policy.

Tourism officials and agencies across the region are optimistic that the program will deepen ties between Europe and the world's second-largest economy.