5/14/2025
China–Greece Air Connectivity Expands as Outbound Tourism Booms
Greece is emerging as a strategic destination for Chinese outbound tourism in 2025, as Chinese airlines expand their air services to the country. This increase in air connections reflects the growing mobility from China to Europe and positions Greece to capitalize on the resurgence of one of the world’s largest tourism markets.
The latest development comes from Sichuan Airlines, which announced a new route between Athens and Chengdu Tianfu International Airport, with a stopover in Istanbul. Flights will commence in June 2025. Notably, the Greek visa center located in Chengdu — a city within Sichuan Province (population: 90 million) — enhances the region’s significance for inbound travel to Greece. In addition, a sister-region agreement between Attica and Sichuan has been signed to strengthen cooperation.
Juneyao Airlines is increasing its Shanghai–Athens flights from 3 to 4 per week for 2025, while Air China is adding a fifth weekly flight between Beijing and Athens during July, operated with an A330-300. Meanwhile, China Eastern has expanded its codeshare agreement with Juneyao Airlines to include the Shanghai–Athens route.
According to Athens International Airport, direct flights from China increased from 3 weekly frequencies in 2019 to 8 in 2024, with 12 expected in summer 2025. Passenger traffic grew 90% compared to 2019, while Chinese tourist arrivals in Athens rose by 30% above pre-pandemic levels.
However, data from INSETE indicates a slight 1.9% decrease in available airline seats from China for the summer 2025 season (March–October), compared to 2024 (70,942 vs 72,328 seats).
According to China Trading Desk, Chinese outbound tourism is expected to exceed pre-pandemic levels for the first time in 2025, reaching over 155 million travelers and projected to hit 200 million by 2028.
The Dragon Trail International – Chinese Traveler Sentiment Report (April 2025) indicates that 75% of Chinese consumers were either planning or had already taken international trips in 2025 — the highest level since December 2022.
While Asia remains the main destination, Europe ranks as the top long-haul choice, with 16% having recently visited and 19% planning or already booked. Europe also ranks high in desirability with a score of 3.82 out of 5.
Chinese tourists are among the highest spenders and show strong interest in nature, culture, art, and active experiences. According to the same report, 70% participate in cultural or sports events while traveling abroad, and nearly half plan to spend €1,280–€3,840 on their next international trip.
Spending is increasing notably on food and beverages (76%) and entertainment/activities (66%). Safety remains a critical factor in destination selection.
Information is primarily sourced through Ctrip (69%) — especially for travelers aged 45–65 — while younger generations (18–34) rely more on Xiaohongshu (RedNote).