From revolutionizing its museums with VR to pioneering smart tourism, China’s rapid technological advancement is creating new opportunities for global tourism, particularly with partners like Spain.
A large-scale cosmic exploration VR immersive experience exhibition is launched at the Suzhou Museum West Branch on June 26, 2024.
Once perceived as a sleeping giant, China has awakened in ways the world has only begun to grasp. Today, it stands as one of the most technologically advanced nations and a benchmark for global innovation.
In many respects, China is already living in the future. Its high-speed trains – reaching incredible speeds of up to 350 kilometers per hour – are noiseless, smooth, and aesthetically futuristic. In education, artificial intelligence (AI) is a core subject in schools, alongside intelligent classrooms, placing China decades ahead in pedagogical innovation. Cities like Shenzhen and Chong-qing exemplify urban modernization, serving as blueprints for the cities of tomorrow.
Tourism remains a cornerstone of China’s cultural appeal. With 60 UNESCO World Heritage Sites, sharing the first place with Italy, the country possesses substantial historical resources. But it is the integration of technology that truly sets China apart.
The country has leapfrogged some development stages, bypassing credit cards to embrace mobile and contactless payments directly. Mobile payment systems are now ubiquitously used, facilitating a quicker and deeper integration of digital technologies into everyday life. This leapfrogging has enabled China’s market to become significantly more agile and innovation-driven, bolstered by its world leading tech-powered manufacturing industries. Moreover, widespread digital literacy among the population contributes to a more efficient and competitive digital market, surpassing even the U.S. and Europe in this regard.
During the COVID-19 pandemic, Chinese museums responded to lockdowns with remarkable digital innovation. The Palace Museum in Beijing, for instance, launched a series of online exhibitions. The project Panoramic Palace Museum offers digital tours of key areas across its 720,000-square-meter complex. Online visitors can also explore the Terracotta Army at the Mausoleum of the First Qin Emperor in Xi’an, northwest China’s Shaanxi Province, as well as the UNESCO-listed Mogao Caves in Dunhuang, Gansu Province – all from the comfort of their homes.
Virtual Reality (VR) and AI are poised to revolutionize tourism. Nearly half of global travelers already use AI tools to organize trips, and in the near future, immersive previews of destinations and hotels will become standard, although its adoption will vary by demographic and region.
The world’s first ton-class super hybrid cargo drone (top) and the world’s first 100-kilometer hydrogen-powered long-endurance multi-rotor drone (bottom) from Tianmushan Laboratory are both on display on December 5, 2024.
According to Mordor Intelligence, the VR market, currently valued at over US $60 billion, is projected to reach US $200 billion by 2028 – growing at nearly 25 percent annually.
China’s commitment to VR and AI has been institutionalized through its 14th Five-Year Plan (2021–2025), which aims to build a modern, intelligent tourism industry aligned with cultural development. It will benefit from the country’s prowess in science and technology, as well as the support of a government committed to innovation and market growth. By 2035, China intends to become a global tourism leader, with an expanded network of cultural parks, resorts, and smart cities that leverage digital and AI-driven experiences.
Since 2018, theme parks such as the Oriental Science Fiction Valley in Guiyang, southwest China’s Guizhou Province, have combined physical rides with augmented and virtual reality, offering visitors journeys through space and time. It is made possible mainly through the use of augmented reality glasses. In 2019, China also successfully tested an unmanned hydrogen-powered aircraft, underscoring its commitment to sustainable energy solutions.
Smart tourism, characterized by the integration of digital technologies and creative cultural elements into tourist attractions, enables immersive, interactive, and educational visitor experiences. This trend has gained significant traction in China in recent years.
Without a doubt, China has become a global benchmark in emerging technologies and will continue to surprise the world with further advancements. As China continues to set the global standard in emerging technologies, its influence on international tourism is expanding as well.
Spain now ranks eighth in European destinations in terms of arrivals of Chinese travelers but first in travel intentions thanks to the efforts made by both the public and private sectors to promote the country as a tourist destination following the end of the pandemic. Based on my observation, the Chinese outbound market is recovering more strongly in Spain than in other direct competitor destinations such as France or Italy. Spain is actively working to regain this market. Key to sustaining this growth will be improving air connectivity and simplifying visa procedures – persistent challenges even before the pandemic.
China’s recent visa-waiver policy for Spanish passport holders, effective until the end of 2025, has already increased tourist exchanges. Spanish citizens holding an ordinary passport are exempt from requiring a visa for stays of up to 30 days for purposes such as tourism, business, family visits, or cultural exchanges. This has facilitated an increase in the number of Spanish tourists entering China.
At the news center for the “Two Sessions" in Beijing on March 6, 2025, a journalist from the Argentinean newspaper Clarin is trying out a pair of China-produced Xinji Meizu StarV ARsmart glasses.
However, air capacity remains below pre-pandemic levels due to factors like geopolitical tensions, including the conflicts in Ukraine and the Middle East, which have raised fuel costs and forced longer flight paths.
Spain is keen to position itself as a high-end destination for Asian tourists, a market that is still in the process of recovery. To achieve this, it is essential to apply technologies such as AI and big data, which are increasingly relevant in tourism management today.
China is one of the most important markets when it comes to luxury tourism. Meanwhile, Spain has the capacity to offer an excellent range of high-end tourism options, from luxury resorts on the Costa Brava and the Balearic Islands to exclusive experiences in Madrid and Barcelona. Chinese tourists seeking personalized and exclusive experiences will find appealing offerings in Spain.
Thematic tourist routes, such as wine tourism (in La Rioja or Jerez) and cultural tourism (like the Camino de Santiago or the Alhambra), also attract Chinese tourists, who are interested in exploring European history, art, and traditions.
Digital adaptation is also critical. Spanish businesses are now increasingly integrating Alipay, WeChat Pay, and Chinese-friendly digital platforms to improve the experience of Chinese tourists in Spain, and vice versa. Spanish companies are already adapting their services to make access easier for Chinese visitors.
The robust diplomatic and cultural bonds between China and Spain provide a powerful foundation for enhancing bilateral tourism and technological cooperation. As China continues its journey of development and opening-up, it is inviting global partners to do more than just witness its transformation – it is welcoming them to help build what comes next. 
FINA DOMENECH TERUEL is a technician in the administration of the Generalitat Valenciana, and the former head of the Chinese and Asian market for the Valencian Tourism Agency, Spain.
