WTCF Europe Regional Tourism Conference 2025 Successfully Held in Marbella, Spain

The WTCF Europe Regional Tourism Conference 2025 was successfully convened in Marbella, Spain from November 11 to 13, jointly organized by the World Tourism Cities Federation (WTCF), the Andalucia Tourism Board, Marbella City Council and Costa del Sol Tourism Board.

This European regional conference was held in Marbella, Spain, coinciding with the approaching 20th anniversary of the comprehensive strategic partnership between China and Spain and the 50th anniversary of the establishment of diplomatic relations between China and Europe. With the theme "Smart Visions for the Future: Reshaping High-End Tourism", the conference attracted over 200 government officials, delegates from international organizations, leaders of tourism enterprises, industry experts, and media representatives from 15 countries and regions, including Spain, Belgium, and Greece.

A welcome Speech by Ms. Ángeles Muñoz, Mayor of Marbella

At the opening ceremony, Ms. Ángeles Muñoz, Mayor of Marbella, delivered a welcoming speech. She pointed out that Marbella has become an important dialogue bridge between China and Europe, tradition and innovation, tourism and sustainable development. According to data, in the first eight months of 2025, the number of Chinese tourists visiting Spain surpassed 500,000, with an average spending of 2,600 euros per person. This has made a significant contribution to the country's tourism GDP.

A speech by Mr. Chen Bo, Executive Director of WTCF

Chen Bo, Executive Director of WTCF, stated that since its establishment in 2012, the federation has gathered 257 members from 87 countries and regions. He offered three suggestions, urging the tourism sectors of China and Europe to embrace digital and intelligent empowerment, cultural and tourism integration, and mutually beneficial win-win outcomes. He called for joint efforts to create a new model of high-end tourism, activate new development drivers, and open up new avenues for cooperation.

A speech by Mr. Daniel Rosado, Deputy Chief of Strategy, Turespaña

Daniel Rosado, Deputy Chief of Strategy at Turespaña, introduced that Spain is strengthening its leading position in the global tourism market through a 3.4 billion euros' national tourism strategy In the future, it will continue to deepen its interaction with the Chinese market.

A speech by Ms. Renée Kachler, Business Development Director of Costa del Sol

Renée Kachler, Business Development Director of Costa del Sol Tourism Board, stated that the Sun Coast is deeply committed to high-end tourism, relying on high-quality hotel facilities, robust security measures, and diverse experiences to meet the needs of high-net-worth customers. This European regional conference provides an opportunity for the industry to share practical experiences. They welcome all delegates to exchange insights and jointly explore the development path of high-end tourism.

A speech by Mr. Carlos García Giménez, Territorial Delegate for Tourism, Culture and Sport in Málaga

Carlos García Giménez, Territorial Delegate for Tourism, Culture, and Sport in Málaga, stated that technology has profoundly transformed the ways of travel, consumption, and destination interaction, driving the industry to shift from a quantity-oriented approach to a quality-oriented one. 

A speech by Mr. He Yong, Minister-Counsellor of Embassy of China in Spain

He Yong, Minister-Counsellor of the Chinese Embassy in Spain, emphasized that cultural and tourism exchanges are an important bond in the comprehensive strategic partnership between China and Spain. The rising popularity of bilateral tourism flows has injected strong momentum into the friendship between the two countries.

Carlos García Giménez, Territorial Delegate for Tourism, Culture, and Sport in Málaga, pointed out that the mutual dependence of Europe and China as tourist destinations and sources of tourists has opened up broad prospects for tourism cooperation between the two countries.

During the keynote speech and thematic forum sessions, the attending delegates engaged in a lively discussion on the deep integration of digital intelligence technology and high-end tourism, generating many innovative ideas. Through cultural tourism promotion, specialized training, and tourism B2B matchmaking, the conference facilitated the precise matching of tourism resources between China and Europe and promoted multiple cooperation initiatives. At the Tourism B2B Matching, Chinese and European enterprises reached multiple cooperation agreements through one-on-one negotiations, the signing of cooperation memorandums, and other forms.

In the future, the WTCF will continue to play the role of a bridge and link, promoting the efficient allocation of tourism resources between China and Europe, making tourism an important vehicle for promoting mutual learning among civilizations and enhancing friendly relations, and writing a new chapter in the high-quality development of global tourism.

Source: World Tourism Cities Federation (WTCF)