Mayor of Brussels Philippe Close dressed up as a giant panda attends a reception of a Chinese lantern exhibition in Brussels, Belgium, on Feb. 22, 2018. (XinhuaYe Pingfan)

As China-Europe travel gathers pace, European observers believe its influence goes beyond tourism -- helping foster mutual understanding and encouraging broader cooperation.

BRUSSELS, May 3 (Xinhua) -- From European visitors walking through China's historic neighborhoods to Chinese tourists sampling regional cuisine in southern Europe, two-way travel between China and Europe is steadily gaining momentum and evolving in form.

As the May holiday season unfolds, tourism flows are picking up on both sides, supported by streamlined visa policies and enhanced travel connectivity, and shaped by growing interest in flexible, culturally rich experiences.

GROWING INTEREST IN CHINA TRAVEL

"We now have 12 tour groups travelling in China," said Ewa Gajewska, a project manager with CT Poland, a Polish travel agency specializing in China tours for 25 years. To accommodate heightened demand during Poland's peak travel period in May, the agency added extra departures beyond its original plans.

"Almost every group this year has been full, with 26 tourists plus a tour leader," she told Xinhua, adding that some returning clients are now opting to explore lesser-known but captivating destinations such as Yunnan and Guizhou.

While Gajewska's insights reflect the Polish market, similar trends have been observed elsewhere.

Clients returning from other Asian destinations consistently found China's tour offerings "more engaging and diverse," said Alesya Plyavina, manager at Latvian Antario Travel Agency. "Potential tourists are already booking trips to China even for the end of the year."

According to Chinese travel platform Trip.com, inbound travel bookings from around the world rose by 173 percent year-on-year as of April 25.

One major driver behind the renewed interest is China's recent visa facilitation policies. Since late 2024, China has extended visa-free stays from 15 to 30 days for ordinary passport holders from 38 countries, including 32 European nations. Additionally, travelers from 54 countries, more than half of which are European, are now eligible for visa-free transit in China for up to 240 hours.

"The extension of the visa-free entry to 30 days helps a lot in generating more demand and bookings," said Vera Nebel, Asia product manager at German travel agency Ikarus Tours. "We experienced an increase in bookings for those tours of more than 15 days, because it's a long journey from Germany to China, and it's a big country."

In addition to the visa-free policy, convenient services and infrastructure such as digital payments, shared bikes and high-speed trains have also enhanced the experience for first-time visitors, said veteran Dutch tour guide Tom Lops, who has visited China over 30 times.

"Think basically, and let yourself be surprised by all the new impressions you will have in this country," he said.

Tourists from Hungary show souvenirs bought at Tiantan (Temple of Heaven) Park in Beijing, capital of China, Dec. 5, 2024. (Xinhua/Ju Huanzong)

EXPLORING EUROPE IN CHINESE WAY

As Europeans discover China as a diverse travel destination, Chinese tourists are exploring the continent with increasing depth and sophistication.

Airbnb China's latest May holiday report showed Chinese user searches for international destinations had more than doubled from last year, with many European countries ranking among the top 30 choices. Hiking, road trips and island tours are now preferred choices.

Szymon Sikora, an English-language guide at Poland's Wieliczka Salt Mine, a UNESCO World Heritage Site, frequently leads Chinese tourists on immersive "miner tours" -- a hands-on experience where guests dress as miners and explore underground tunnels.

"Sometimes I feel maybe I should learn Mandarin," he told Xinhua, adding that more Chinese tourists are opting for immersive and adventurous experiences over traditional sightseeing.

In Slovenia, Liao Shasha, general manager of Visdom Travel Agency, noted growing interest from Chinese tourists due to relaxed visa policies and better flight connectivity. Rather than large group tours, Chinese visitors now prefer smaller, flexible groups seeking personalized and upscale experiences, Liao said.

These evolving preferences mirror not only new global tourism patterns but also broader developments in China. Decades of stable development and high-quality modernization have enlarged the middle-income group in China and led to rising demand for more sophisticated, customized travel experiences.

"More Chinese tourists are willing to pay for a better life -- fine hotels, great food, world-class performances," said Dai Bin, president of the China Tourism Academy. "These 'small but fine' and deeply emotional travel experiences are bringing depth and warmth to global tourism."

TOURISM BRINGS COOPERATION OPPORTUNITIES

As China-Europe travel gathers pace, European observers believe its influence goes beyond tourism -- helping foster mutual understanding and encouraging broader cooperation.

In Bosnia and Herzegovina, the visa-free agreement with China, in place since 2017, has significantly boosted tourism and people-to-people interactions. As the two countries mark the 30th anniversary of diplomatic relations this year, local tourism officials anticipate greater collaboration ahead.

Haris Fazlagic, president of the Sarajevo Canton Tourist Board, said the visa policy is crucial to expanding tourism. "It gives us the motivation to improve services, expand offerings and reach more Chinese visitors."

Looking ahead, Sarajevo aims to launch direct flights, enhance infrastructure and develop experiences tailored to Chinese travelers, Fazlagic added.

In neighboring Croatia, the number of Chinese tourists in 2024 approached the pre-pandemic record of around 300,000. Meanwhile, "China, with its cultural and historical sights, can be a truly top-notch lure for Croatians," said Davorko Vidovic, former deputy speaker of the Croatian Parliament.

He welcomed China's visa-free policy, seeing it as an essential step toward stronger economic, cultural and political ties.

"I hope that when the one-year trial ends, the visa-free policy will be extended as it can open up enormous opportunities for cooperation between the two sides," Vidovic told Xinhua.