From fear to love, passing through uncertainty. This has been the relationship Madrid has had with China since Donald Trump's tariff rampage, which culminated last Wednesday with his now-famous "Liberation Day," a liberation that put on "pause" for ninety days, except for China, on whom he raised tariffs to 125%.
After going through the panic of a possible “Chinese invasion”Due to the interest of the Asian giant in investing in strategic areas of the archipelago such as the south of Gran Canaria, the vision in Madrid seems to have changed to the point of erecting Pedro Sánchez as link between the European Union and China due to his “affinity” with Xi Jinping, which would place Spain in an advantageous position in possible agreements between the EU and the Asian giant.
But let's get to the point: how does this affect Maspalomas? The tourism bosses in southern Gran Canaria need to go back a few months to see the potential of this new international scene, which is increasingly emerging as a successful destination.
“China is 20 years ahead in the use of technology in tourism” was one of the headlines coming out of the Tourism Innovation Summit (TIS) 2024 in Seville, held at the end of last October.
During the event, it became clear that China not only leads in tourism investment but also sets the technological standard for the sector globally. According to experts gathered at the panel discussion on AI and big data, the Asian giant is at least 20 years ahead of Europe in the practical application of these tools to tourism.
Boon Sian Chai, Managing Director and Vice President of International Markets at Trip.com, highlighted how platforms like Trip.com itself have developed virtual assistants like Trip Genie, capable of adapting tourism offerings in real time to the profile and behavior of each traveler, offering recommendations for flights, hotels, or activities with a precision that was unthinkable just a few years ago and that goes beyond the hackneyed chatbots that hinder more than they help.
This type of data intelligence applied to tourism not only improves the visitor experience but also allows destinations to optimize resources, anticipate demand, and diversify their offerings. A recipe that could well be applied in Maspalomas, where we remain trapped between old-fashioned promotion and an offering that often fails to distinguish between a German retiree, a millennial couple, or a Scandinavian family.
Also at FITUR 2025, it was evident how Spain and China are strengthening ties to redefine tourism. Chinese companies, led by Huawei and its Petal Ads platform, are investing astronomical sums in 5G technology, far exceeding European investment.
But it's not all about lavish investments. China has opened eleven innovation centers designed to merge culture and tourism. From virtual reality to artificial intelligence applied to tourism. Meanwhile, Europe begins closing in-person tourist information centers to promote destinations on Tik Tok because they claim that "it's the future"
The UN Tourism Authority (formerly the UNWTO) has also done its part, strengthening global cooperation on sustainable tourism with China. It seems that while the future of tourism is being written in Mandarin, in the south of Gran Canaria we are still reluctant to look beyond the British, German, and Scandinavian markets.
Furthermore, China's growing middle class is seeking exclusive destinations. Establishing direct air connections and tailoring our tourism offerings to their preferences doesn't sound unreasonable. Of course, we must do so without losing our essence and avoiding becoming a soulless theme park.
Perhaps in Maspalomas, where tourism development has been waiting for its second youth for years, the time has come to look toward new markets with more than just mistrust in order to survive on the global tourism scene.
