Chinese New Year 2026: Spain surpasses other European destinations in attracting Chinese travellers with high purchasing power
Alphavalue/ Divacons | Observations during Chinese New Year 2026 suggest that Spain, especially Madrid, has surpassed other European destinations such as France in attracting Chinese travellers with high purchasing power. The strong presence of the ‘Chinese New Year’ brand in key areas such as Gran Vía and the official events at Barajas Airport reflect a deliberate strategy to position Spain as China’s main gateway to Europe, supported by a sharp…
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