Breaking stereotypes

"With the growth in independent travel, many online platforms have sprung up that provide assistance to travelers, helping them plan and organize their trips according to their unique preferences," Santander said.

"The old stereotype of Chinese people traveling in large tour groups is being challenged by the emergence of an increasing number of independent travelers seeking unique experiences," he said.

Europe should adapt to the changes and digitalize, he said, adding that online travel agents such as Ctrip and Alitrip (Fliggy) and have become ETC's preferred partners for promotion.

In addition to adjusting to big changes, paying attention to details are also important, Santander said, adding that some moves cost little but provide a sense of comfort.

Traveller necessities

That includes "providing slippers and kettles in hotel rooms, offering hot water for free in restaurants and hotels, translating written information into Chinese", he said.

China in recent years became known for leading the adoption of mobile payment methods within its own borders. As its citizens got used to pay for almost everything with their smartphones and do away with cash, Santander said Europe needs to catch up with the trend by "enabling Chinese payment solutions" such as China UnionPay, Wechat Pay and Alipay.

Chinese addiction to the internet is also acutely observed in Europe. "WiFi is important for Chinese travelers. But the need to be plugged into the internet is about more than social networking," said Santander.

He added: "Chinese travelers use it to search for popular local sites, clothing stores, and food. In shops, they compare the prices to what they can get through e-commerce platforms back home."

As for the official tourism year, Santander expects "2018 to crown our efforts and to result in more awareness and willingness of the Chinese travelers to visit Europe".

"This is a good moment to intensify inter-institutional dialogue between Europe and China and we are sure to see some progress in key areas such as industry preparation and connectivity," he said.

Tourism could contribute to more than just business, he said, adding that "the more people travel, the better world we'll have in the future".