How a slick digital campaign supercharged Seville's Chinese tourism

Seville is a city that doesn't leave you quickly.

Orange-scented streets, stunning Moorish palaces and one of the world's largest Gothic cathedrals – one of three UNESCO World Heritage Sites within a compact historic center – all served with tapas, flamenco, and that famous Andalusian welcome.

Who doesn't need a little olé in their life? And when Chinese couple Li Li and Huang Zichen arrived, they found more than just another stop on a European tour.

They filmed a dream experience, bringing millions of people along for the ride. Under their influencer name "Doubleliker", their slick short and longer-form videos on Chinese platforms Rednote, Douyin and WeChat showcased Seville not just as a postcard city, but as a place to slow down, shop, eat and immerse in local life.

That digital love letter to Seville landed at exactly the right moment.

Seville surges while Spain rebounds 

From March to June, Chinese visitor numbers to Spain rose by around 15 percent. In Seville, the increase was 36 percent – more than 20 percentage points ahead of the national average.

For a country where visitors from China already spend more per person than any other nationality, that gap matters. It is a welcome boost for Spain's tourism-driven economy, and in Seville's case, it didn't happen by accident.

"We love the tourists from China because they care about the culture, the art, the food – in the end, the local life. And Seville is an amazing example of this," Alberto López González tells CGTN. 

López González is a vice-president at Mastercard – and working with Bank of China, his company has tracked what's happening at the checkout too: "We have seen, with Bank of China, an increase of almost 50 percent in transactions."

Offering the 'Essence of Seville'

Behind the numbers is the "Essence of Seville" campaign – a joint project by the Smart Tourism Seville board, Mastercard and Bank of China that set out to bring the entire tourism chain together, from boarding cards to restaurant bills.

Instead of offering only the classic highlights, the campaign created five exclusive themed routes designed specifically for Chinese visitors, each highlighting an authentic, often overlooked side of the city.

They include experiences like a visit to the Andalusian Contemporary Art Centre, housed in the converted 15th-century Monastery of Santa María de las Cuevas, fine dining in some of Seville's lesser-known local gems in an increasingly innovative restaurant scene, an inside look at the city's famous Macarena, Nervión and Triana neighborhood traditions, and, of course, flamenco shows and evenings of tapas that connect visitors with local families, chefs and performers.

All of this is mapped out on interactive digital guides, with content translated into Mandarin and distributed where Chinese travelers actually plan their trips – such as the Bank of China WeChat account, which boasts around 40 million followers; major Chinese travel platforms like Ctrip.com; and technology and travel partners including Huawei and AirChina.

Between March and May 2025, Mastercard estimates the campaign generated more than 20 million digital impacts – clicks, views and engagements – turning online curiosity into real-world arrivals and spending.

The result was fewer "tick-the-box" tours, more longer stays and higher-value, culture-focused itineraries that spread benefits beyond the most crowded spots, creating a more sustainable form of tourism for the city.

A high point in China-Spain ties

Seville's increasing popularity could also reflect a growing political warmth between Madrid and Beijing.

"Right now the relationship between China and Spain is good. Good momentum has been built," says Yao Jing, China's Ambassador to Spain.

"For example, [Prime Minister] Pedro Sánchez visited China three times in the past three years, and of course our Chinese leaders and the Chinese government pay a lot of attention to this mutually beneficial relationship between China and Spain."

In 2025, Chinese tourists arrived in Spain in record numbers, reflecting a growing trend visible in many parts of Europe, with numbers climbing back to – and in some areas pushing past – pre-pandemic levels.

The flow of tourism isn't all one-way either. European travelers are also heading to China in growing numbers, helped by new visa-free travel arrangements and simplified entry procedures. 

And all of this is happening in a milestone year: 2025 marks 50 years of official diplomatic relations between China and the European Union.

For Seville, that broader backdrop makes the "Essence" experiment more than just a local success story, it may just be a new blueprint: a model where smart digital tools, authentic experiences and Chinese-language content attract high-value visitors while keeping the focus on culture, community and sustainability.

Going back to those orange-lined streets of Seville, Li Li and Huang Zichen's videos continue to circulate on Chinese phones – snapshots of flamenco nights, quiet cloisters and slow lunches by the river.

And for thousands of viewers now planning their own trips, Seville is no longer just a name on a map, but a city whose essence they already feel they know – before they even get on the plane.