What does China’s expanding footprint in Eastern Europe mean for tourism?
In recent years, China has been strengthening ties with countries in Eastern Europe, fostering economic cooperation, infrastructure development and cultural exchanges. 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 not only reshaping their economies but also opening new opportunities for tourism. As China’s influence in the region grows, so does the potential for an influx of Chinese tourists, altering the landscape of travel in these countries.
It’s not only the countries that have entered into economic or trade ties with China, but all of Eastern Europe is experiencing a rise in Chinese visitors eager to explore lesser-known yet culturally vibrant destinations. In 2024, Slovenia saw a 68% increase in Chinese tourists, whilst Bulgaria saw a 138% increase between the first seven months of 2023 compared to the same period in 2022.
This article will explore what makes Eastern Europe an increasingly attractive destination for Chinese tourists, the impact of growing diplomatic and economic ties with China, and how this surge in tourism is shaping the region’s travel industry.
Why Eastern Europe?
Eastern European countries are becoming increasingly attractive to Chinese tourists due to their rich cultural history, unique landscapes, and authentic local experiences. Unlike traditional European destinations, these countries offer a sense of discovery, as they remain relatively off the beaten track for many international travellers (a trend that is becoming increasingly popular in China). From the medieval charm of cities like Tallinn and Belgrade to the stunning Black Sea coastlines of Georgia and Bulgaria, these destinations provide diverse experiences. Chinese tourists are also drawn to the hearty and diverse cuisines, featuring everything from Balkan grilled meats to Georgian khachapuri and Moldovan wines. With a mix of historical significance, natural beauty, and warm hospitality, Eastern Europe offers a distinctive alternative to more crowded Western European hotspots.
Similarly, many eastern-European countries have been hotspots for travellers due to their past in the Soviet Union. ‘Red Tourism’ is tourism that focuses on sites linked to Communist history, and countries like Russia, Belarus, and Georgia leverage this interest by preserving Soviet-era monuments, museums and historical sites, such as Lenin’s Mausoleum in Moscow or the Stalin Museum in Georgia. These destinations offer Chinese tourists a mix of nostalgia, education and cultural exchange, making Eastern Europe a compelling travel choice.
Visa Policies and Tourism Promotion Between China and Eastern Europe
One of the most direct ways in which these nations are fostering Chinese tourism is by easing visa restrictions and launching tourism-promotion campaigns. Bosnia and Herzegovina has lifted visa requirements for Chinese citizens, becoming more accessible to Chinese tourists, many of whom seek out unique European experiences beyond traditional Western hotspots. Georgia has made efforts to enhance tourism ties with China by introducing direct flights and simplifying visa processes. Georgia’s capital, Tbilisi, has seen a rise in Chinese tourists interested in its diverse culture, wine industry, and natural beauty. In August 2023, Poland was officially reopened to Chinese travellers, to which The Polish Tourism Organization’s international office in Beijing played a key role in driving interest through livestreaming Polish cities to tourists through Chinese social media platforms. Meanwhile Slovakia has been making efforts to promote their capital, Bratislava, as a “72 hour city” with the intension of getting their Chinese tourist numbers back up to pre-pandemic levels, and The Croatian National Tourist Board has declared that when promoting Croatia to the world, Chinese travellers will be amongst their top priority.
Countries With Direct Flights
Some countries have found success in returning to having direct flights between their country and China, as well as opening up new partnerships with Chinese airports. The Czech Republic saw a 125.7% rise in Chinese tourists in 2024, due to the resumption of their direct flights which travel between Prague and Beijing. Meanwhile, Armenia just opened up a direct route between their capital city Yerevan, to the city of Urumqi in the North-West of China.
During this Chinese New Year, Hungary experienced the highest surge in flight ticket purchases, with Qunar reporting a fourfold year-on-year increase. Chinese travellers took advantage of Budapest’s direct flight route to explore Hungary’s rich history, stunning architecture, and vibrant culture.
In addition, Air Serbia and China Southern Airlines signed a codeshare deal, to enhance air connectivity between the two countries. The deal will allow for free-sale codesharing between the Guangzhou-Belgrade and Shanghai Pudong-Belgrade routes. This has made travel within the country smoother, attracting tourists who are looking to explore Serbia‘s unique culture, and Belgrade’s rich history as part of the Roman, Byzantine, Otttoman, Serbian and Austrian empires.
China’s Economic Engagement in Eastern Europe
China’s presence in Eastern Europe has been expanding through infrastructure projects, trade agreements and strategic partnerships. Under the Belt and Road Initiative (BRI), several Eastern European nations have received Chinese investments in transportation, energy and telecommunications. This economic engagement has led to the modernisation of roads, airports, and railway networks, making these countries more accessible to international travellers.
For example, Serbia has been a key partner in China’s BRI projects, receiving significant investments into their highways and railways, as well as into their energy sectors. Similarly, Albania has been benefiting from Chinese-funded infrastructure projects, improving connectivity and making it easier for tourists to explore the country’s famous coastline and cultural heritage with visa-free entry.
To further strengthen ties, Eastern European countries have been actively engaging with China through cultural exchanges and diplomatic initiatives. For instance, Armenia and Azerbaijan have expanded their cooperation with China in areas such as education, arts and technology, helping to increase awareness of their unique histories and traditions among Chinese travellers, and increasing their appeal as travel destinations.
China’s influence in Moldova is also growing, with an emphasis on agricultural trade and tourism. Moldovan wineries, famous for their centuries-old traditions, are now attracting more Chinese visitors as awareness of the country’s wine culture spreads in China.
Not Every Country is Focused on China
However, strengthening political ties hasn’t been a smooth journey for all. Lithuania, in particular, has faced diplomatic challenges after allowing Taiwan to open a representative office in Vilnius using the name “Taiwanese,” a move that led Beijing to downgrade relations in 2021. Despite a new government’s efforts to restore diplomacy, tensions remain high, with recent controversies including the expulsion of Chinese diplomats and suspicions surrounding a Chinese cargo ship’s involvement in damaging Baltic Sea data cables.
Moreover, some countries have decided not to join any of China’s diplomatic initiatives, nor have they done any initiatives to increase tourists from China. Kosovo doesn’t have any tourism connections with China, however during an interview with The Print news, the former prime minister stated that “the Chinese are open to all economic exchanges”, and whilst Romania would like to welcome more tourists to the country, their Tourism Minister stated that the main problem they are having when encouraging Chinese travellers is the long waiting time for visas.
Conclusion
China’s growing presence in Eastern Europe is reshaping the region’s economic and cultural landscape. With stronger diplomatic ties, improved infrastructure, and tourism-friendly policies countries such as Serbia, Albania, Georgia, and others are becoming increasingly attractive to Chinese travellers. As these partnerships continue to develop, Eastern Europe may soon emerge as a major hub for Chinese tourism, offering unique experiences that blend history, culture, and modern innovation.
If you’re looking to boost your destination’s appeal and attract more Chinese visitors, Guanxi can help. We collaborate with tourist boards to strengthen connections with Chinese tourists, highlighting the key attractions and unique experiences that make each destination stand out. For more information, email us at [email protected] or visit our ‘Contact’ page.