Germany, the United States, the Netherlands and the United Kingdom, among others, have not yet managed to restore the number of flights operating prior to the health crisis. Factors such as geopolitical tensions between the West and Beijing, as well as airspace restrictions, such as the ban on overflying Russia, are some of the main challenges they face in increasing or even restoring air operations.

Ralf Ostendor, director of market management at Visit Berlin, stresses the importance of increasing direct flights and improving connectivity. "We really need more direct flights and connectivity," he says, projecting optimism about a possible recovery towards the end of this year or in 2025.

In 2019, Spain welcomed 700,000 Chinese tourists, consolidating its position as one of the traveler profiles with the highest spending per person, reaching €2,400, and with an average stay of 7.8 days. Spain currently has six direct flights from China to Madrid, from cities such as Beijing, Shanghai, Hangzhou, Wenzhou, Chongqing and Hong Kong, and three to Barcelona, from Beijing, Hong Kong and Shenzhen.

This analysis underscores the urgency of strengthening the air infrastructure between China and Western destinations to capitalize on China's tourism potential. Improved connectivity would not only facilitate the flow of tourism but also strengthen cultural and economic ties between these regions. In the face of the post-pandemic recovery and current geopolitical challenges, European destinations are called upon to adopt innovative strategies to overcome connectivity obstacles in order to attract more Chinese tourists and take advantage of their remarkable spending power.