Key facts
- Spain's World Cup victory has significantly increased Chinese tourist interest.
- Flight searches from Shenzhen to Barcelona increased 33-fold following the win.
- Searches to Tenerife and Malaga also saw substantial increases.
- Air traffic between Spain and China grew by 46.8% in the first half of 2026.
- Spanish retailers are advised to adapt to Chinese consumer preferences for the upcoming Golden Week.
- Digital visibility and preferred payment methods like Alipay and WeChat Pay are crucial for attracting Chinese tourists.
Spain's recent World Cup victory has significantly boosted interest among Chinese tourists, leading to a substantial increase in flight searches to Spanish destinations. This surge presents a key opportunity for Spanish retailers as they prepare for China's Golden Week holiday in October.
Following Spain's triumph, flight searches between Shenzhen and Barcelona saw a thirty-three-fold increase. Searches for Tenerife and Malaga also experienced significant rises, up nineteen times and 10.5 times, respectively. This heightened interest is building on an existing upward trend in travel between the two countries; air traffic reached 707,530 passengers in the first half of 2026, a 46.8% increase year-on-year. The expansion of new air routes and increased travel from cities like Chengdu and Guangzhou have contributed to this recovery, which the World Cup win has now accelerated.
To capitalize on this momentum, the shopping tourism specialist Stamp has released a guide for Spanish retailers. The guide emphasizes that a significant majority of Chinese travelers (77.8%) plan their shopping before their trip, often using platforms like Xiaohongshu, Weibo, or WeChat, highlighting the importance of online visibility. Stamp also stresses the necessity of accepting popular payment methods such as Alipay and WeChat Pay, which are used in over 90% of purchases made by Chinese tourists abroad. Furthermore, the company advises simplifying the VAT refund process, noting that current procedures can be a point of friction for tourists.