One major driver behind the renewed interest is China's recent visa facilitation policies. Since late 2024, China has extended visa-free stays from 15 to 30 days for ordinary passport holders from 38 countries, including 32 European nations. Additionally, travelers from 54 countries, more than half of which are European, are now eligible for visa-free transit in China for up to 240 hours.

　　“The extension of the visa-free entry to 30 days helps a lot in generating more demand and bookings,“ said Vera Nebel, Asia product manager at German travel agency Ikarus Tours. “We experienced an increase in bookings for those tours of more than 15 days, because it's a long journey from Germany to China, and it's a big country.“

　　In addition to the visa-free policy, convenient services and infrastructure such as digital payments, shared bikes and high-speed trains have also enhanced the experience for first-time visitors, said veteran Dutch tour guide Tom Lops, who has visited China over 30 times.

　　“Think basically, and let yourself be surprised by all the new impressions you will have in this country,“ he said.

　　People walk past tourist information in various languages including Chinese near the Colosseum in Rome, Italy, on March 26, 2023. [Photo/Xinhua]

　　EXPLORING EUROPE IN CHINESE WAY

　　As Europeans discover China as a diverse travel destination, Chinese tourists are exploring the continent with increasing depth and sophistication.

　　Airbnb China's latest May holiday report showed Chinese user searches for international destinations had more than doubled from last year, with many European countries ranking among the top 30 choices. Hiking, road trips and island tours are now preferred choices.