Eastern Europe a new frontier for Chinese outbound tourism

As Hungary welcomed 40,000 people to its Spring Festival Fair celebrations in Budapest this year, Chinese online travel agent, Qunar, reported an exceptional surge in travel bookings during the Chinese New Year 2025.

It translated to a fourfold year-on-year increase in flight ticket purchases to the Hungarian capital.

Recent expansion of direct flights has also significantly contributed to increased Chinese tourism across Eastern Europe.

The Czech Republic reported a 125.7% rise in Chinese tourists in 2024, following the reinstatement of direct flights between Prague and Beijing.

Additionally, Air Serbia and China Southern Airlines have signed a codeshare agreement to enhance travel options between China and Serbia.

In recent years, China has been strengthening its ties with countries in Eastern Europe. Nations such as Bosnia and Herzegovina, Albania, Serbia, Armenia, Georgia, Belarus, Moldova, and Azerbaijan have welcomed Chinese investments and strategic partnerships as well as visa-free visits for Chinese nationals.

These growing ties are opening new opportunities for tourism. As China’s influence in the region grows, so does the potential for an influx of Chinese tourists.

Helena Beard, Managing Director of Guanxi, a specialist Chinese Travel PR and Representation Agency, said: “As Chinese outbound tourism continues its strong recovery, we’re witnessing a shift in traveller preferences towards lesser-explored destinations”

“Eastern Europe offers unique history, nature and culture, and Communist heritage, making it an increasingly attractive choice for Chinese tourists. With the added incentives of visa-free travel and the increased air connections, I have no doubt that Chinese tourists will start to shape the region’s future tourism trends”

China’s economic engagement fuels growth

China’s expanding presence in Eastern Europe through the Belt and Road Initiative (BRI) has facilitated part of this growth in tourism. Investments in transportation, energy, and telecommunications have modernised roads, airports, and railway networks.

Serbia has emerged as a key partner in China’s infrastructure investments, significantly improving connectivity. Similarly, Albania’s Chinese-funded infrastructure projects have enhanced accessibility to its famous coastline and cultural landmarks.

Also, cultural exchange programmes in Armenia and Azerbaijan have also played a role in increasing Chinese tourist interest in the region.

Strengthening ties leads to tourism promotion

Several Eastern European countries are facilitating easier access for Chinese travellers through relaxed visa policies and targeted tourism campaigns.

Due to increased influence of the CCP in Bosnia and Herzegovina, such as through cultural exchanges, charity donations and media exchanges, the nation has lifted visa requirements.

Georgia has also been strengthening its strategic ties with China, including the establishment of a free trade agreement in 2017. More recently, the country has introduced direct flights and simplified visa processes to encourage Chinese tourism.

Poland has also made efforts to reopen its doors to Chinese travellers, supported by livestreamed promotional campaigns on Chinese social media platforms.

Diplomatic challenges and exceptions

Not all Eastern European nations are actively courting Chinese tourism. Lithuania has faced diplomatic tensions with China after allowing Taiwan to open a representative office in Vilnius, leading to strained relations.

Kosovo maintains no tourism ties with China, and Romania’s efforts to attract more Chinese visitors have been hindered by long visa processing times.

A promising future for Eastern European tourism

With increasing accessibility, strategic partnerships, and growing interest in authentic cultural experiences, Eastern Europe is positioning itself as a premier destination for Chinese travellers. As the region continues to develop its tourism infrastructure and strengthen bilateral relations with China, it is set to remain a compelling alternative to more traditional European hotspots.

Guanxi is a UK and Beijing-based Travel PR, Representation and social media agency specialising in China and providing representation services in China for international clients. These include London Gatwick, Samoa Tourism Authority, Marketing Manchester and City Cruises.