China is becoming a driver of global tourism growth, driven by a surge in European arrivals under expanded visa-free policies and a rapidly expanding outbound market, according to Tom Jenkins, CEO of the European Tourism Association (ETOA).
In an exclusive interview with China Media Group (CMG), Jenkins shared insights into why this dual momentum is a catalyst for reshaping international travel dynamics and deepening cross-cultural ties.
"There are two aspects to this. One is China is an origin market, the other one is China is a destination. I think as an origin market, it's growing, in the same way the economy of China is growing. I think it will evolve in interesting ways. I think the changing demographics of China is going to throw up quite a large number of people aged over 65 have got the time to travel. When it comes to China as a destination, I think the decision that was made to allow people from Europe to arrive without a visa for really a reasonable length of time stay, I think, is transforming the appeal of China. And I think you're already seeing growth. It's very difficult to find out the levels of growth. I think Beijing says that you seen a doubling in the number of European visitors. We're seeing an explosion in demand, and this is very good news," he said.
Jenkins expects China’s global influence as both a premier destination and a major source market to steadily grow.
"It will be increasing and it will become increasingly important. I have no doubts about that. What role will it play? I hope it's the same role that they play at the moment, which is providing a wonderful destination and also providing a source of enthusiastic, intelligent and engaged visitors, which is what it's doing now," he said.
Jenkins views rapid market expansion and stronger cross-cultural ties as the foundation for a vital new chapter in Sino-European relations.
"I think the future is bright in that respect. China is an expanding market. As a tourism market, it appears to be growing at 10 percent a year, which is very healthy, very, very healthy. And I think Europe now knows far more about the Chinese market than they did 10, 15 years ago and is in a position to meet the challenges placed. They understand what Chinese visitors need. I think the prospects we have of China and Europe getting to know one another better is one of the most important and indeed vital things that can happen in the 21st century. These are the two great world civilizations -- meeting and getting to know each other and expanding their mutual knowledge. And I think Europe has got a lot to learn and it will, over time," he said.
Visa-free policies, rising outbound demand fuel China’s global tourism rise: ETOA chief
