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Huawei Showcases Chinese Tourism Dominance at FITUR 2025

On January 25, 2025, in Madrid, Huawei and its advertising platform, Petal Ads, revealed that Chinese tourists spend nearly double compared to the average international traveler. This finding was showcased at FITUR 2025, one of the world’s leading international tourism trade fairs designed to foster business collaborations.

Each year, FITUR gathers global tourism professionals to highlight the industry's efficiencies and to promote sustainable development, innovation, and economic impact. Huawei's Petal Ads strategically connects top Spanish tourism companies with Chinese representatives, facilitating high-level business events to strengthen economic and cultural ties.

The Importance of the Chinese Market in Global Tourism

Dr. Jaime Gonzalo, Vice President of Huawei Mobile Services Europe, emphasized the critical role of the Chinese market in global tourism during his presentation at the event. He stated that understanding and leveraging this lucrative market is vital for success in today’s competitive tourism landscape.

"As one of the largest outbound tourism markets globally, China is a significant revenue driver for various sectors, including retail and entertainment, contributing considerably to the economic growth of popular tourist destinations worldwide," he noted. He urged tourism companies and destinations around the globe to meet the needs and preferences of Chinese tourists by offering tailored services, utilizing popular digital platforms in China.

Dr. Gonzalo also highlighted China’s leadership in innovation, pointing out a €1 billion investment in 5G by 2025, which is four times higher than European investments. He called attention to advancements in IoT and the ecosystem of "super applications," stating that a multi-device approach is essential for attracting Chinese tourists, referencing the success of Petal Ads in running effective campaigns in this market.

Key Highlights from the Business Networking Event

The event featured speeches from influential figures such as Mr. He Yong, Cultural Counselor at the Chinese Embassy, who set an engaging tone for the discussions. Following him, Ms. Carmen González Gens, Vice President of Huawei Technologies Spain, articulated the company’s vision for sustainable tourism. Her insights were centered around five pillars: environmental sustainability, connectivity, digital transformation, inclusive tourism, and off-peak travel.

She pointed out the critical role of technology in enhancing the travel experience for all, especially for visitors from China, by minimizing friction points and modernizing information access. She also discussed Huawei's focus on altering tourism patterns to promote off-peak travel, aligning with the growing interest of Chinese tourists in local and less-explored destinations.

Mr. Julio López Astor, Deputy Director of Tourism Research and Insights at TourSpain, shared findings from the International Guest Satisfaction Survey 2024. He revealed high satisfaction levels among Chinese tourists, who prioritized entertainment offerings over overall trip experiences. They rated their experiences of scenic beauty and green spaces in cities even higher. However, concerns were raised regarding safety, tranquility, and language proficiency in Spain, highlighting the need for the tourism industry to broaden leisure offerings and enhance sustainability initiatives to elevate tourist satisfaction further.

How Petal Ads Connects Brands to the Chinese Tourism Industry

Huawei's advertising platform, Petal Ads, is revolutionizing Spanish tourism through precise audience segmentation and extensive reach within the Chinese market. By leveraging AI-based technologies and proprietary data, brands can craft target campaigns designed to attract high-end Chinese tourists, enhance user engagement, and maximize ROI while optimizing operational efficiency in real-time.

Petal Ads serves as a mobile advertising platform that connects publishers, advertisers, and marketers globally. With over 360,000 publishers and coverage across more than 200 sectors, it enables agencies and businesses to reach more than 730 million new clients worldwide. For more information about Petal Ads, visit Petal Ads Website.



By highlighting these elements, Huawei places itself at the forefront of tourism innovation, establishing links that are crucial for future growth and cultural exchange in tourism between China and global markets.