BRUSSELS -- From European visitors walking through China's historic neighborhoods to Chinese tourists sampling regional cuisine in southern Europe, two-way travel between China and Europe is steadily gaining momentum and evolving in form.

As the May holiday season unfolds, tourism flows are picking up on both sides, supported by streamlined visa policies and enhanced travel connectivity, and shaped by growing interest in flexible, culturally rich experiences.

GROWING INTEREST IN CHINA TRAVEL

"We now have 12 tour groups travelling in China," said Ewa Gajewska, a project manager with CT Poland, a Polish travel agency specializing in China tours for 25 years. To accommodate heightened demand during Poland's peak travel period in May, the agency added extra departures beyond its original plans.

"Almost every group this year has been full, with 26 tourists plus a tour leader," she told Xinhua, adding that some returning clients are now opting to explore lesser-known but captivating destinations such as Yunnan and Guizhou.

While Gajewska's insights reflect the Polish market, similar trends have been observed elsewhere.

Clients returning from other Asian destinations consistently found China's tour offerings "more engaging and diverse," said Alesya Plyavina, manager at Latvian Antario Travel Agency. "Potential tourists are already booking trips to China even for the end of the year."

According to Chinese travel platform Trip.com, inbound travel bookings from around the world rose by 173 percent year-on-year as of April 25.

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.