Budapest’s Spring Festival Fair this year drew a crowd of 40,000, coinciding with a significant surge in travel bookings to Eastern Europe reported by Chinese online travel platform Qunar during the 2025 Chinese New Year holiday. Flight ticket purchases to Hungary’s capital alone saw a fourfold year-on-year increase, signaling a growing interest in the region among Chinese tourists.
The rise in tourism can be attributed to the recent expansion of direct flight routes. For instance, the Czech Republic recorded a 125.7% increase in Chinese visitors in 2024 after direct flights between Prague and Beijing were reinstated. Similarly, Air Serbia and China Southern Airlines have entered into a codeshare agreement to improve travel connectivity between China and Serbia.
Strengthening Ties Between China and Eastern Europe
In recent years, China has been deepening its economic and diplomatic relationships with Eastern European nations. Countries such as Serbia, Bosnia and Herzegovina, Albania, Armenia, Georgia, Belarus, Moldova, and Azerbaijan have welcomed Chinese investments, strategic partnerships, and visa-free travel arrangements for Chinese nationals. These developments are creating new opportunities for tourism, with Eastern Europe increasingly seen as an attractive destination for Chinese travelers.
Helena Beard, Managing Director of Guanxi, a travel PR agency specializing in the Chinese market, noted, “As Chinese outbound tourism rebounds, we’re seeing a shift in preferences toward less-explored destinations. Eastern Europe, with its unique history, culture, and Communist heritage, is becoming a popular choice. With visa-free policies and improved air connectivity, Chinese tourists are poised to shape the region’s tourism trends.”
Economic Engagement Fuels Tourism Growth
China’s Belt and Road Initiative (BRI) has played a significant role in boosting tourism in Eastern Europe. Investments in infrastructure, including transportation, energy, and telecommunications, have modernized roads, airports, and railways, making the region more accessible. Serbia, for example, has become a key partner in China’s infrastructure projects, while Albania has benefited from Chinese-funded developments that enhance access to its coastline and cultural sites.
Cultural exchange programs in Armenia and Azerbaijan have also contributed to rising Chinese interest in the region, further strengthening ties between China and Eastern Europe.
Visa Policies and Tourism Campaigns
To attract more Chinese visitors, several Eastern European countries have relaxed visa requirements and launched targeted tourism campaigns. Bosnia and Herzegovina, for instance, has lifted visa restrictions for Chinese nationals following increased cultural and media exchanges with China. Georgia, which established a free trade agreement with China in 2017, has introduced direct flights and simplified visa processes to encourage tourism. Poland has also embraced livestreamed promotional campaigns on Chinese social media platforms to reopen its doors to Chinese travelers.
Diplomatic Challenges
However, not all Eastern European nations are actively pursuing Chinese tourism. Lithuania’s diplomatic relations with China have been strained since it allowed Taiwan to open a representative office in Vilnius. Kosovo has no tourism ties with China, and Romania’s efforts to attract Chinese visitors have been hampered by lengthy visa processing times.
A Promising Future
Despite these challenges, Eastern Europe is emerging as a compelling destination for Chinese tourists, offering a mix of cultural authenticity, historical significance, and natural beauty. With improved infrastructure, strategic partnerships, and growing bilateral ties, the region is well-positioned to become a preferred alternative to traditional European hotspots.
About Guanxi
Guanxi is a UK and Beijing-based travel PR and representation agency specializing in the Chinese market. The agency provides services for international clients, including London Gatwick, Samoa Tourism Authority, Marketing Manchester, and City Cruises.
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