Tourists eager to spread their wings again (2)

Inbound passengers arrive at Shanghai Pudong International Airport in east China's Shanghai, Jan. 8, 2023. (Xinhua/Ding Ting)

Close attention

Li Chunmei, who deals with China operations at Sweden's official website for tourism and travel information, Visit Sweden, was on vacation in Italy when she saw that China had adjusted its response to COVID-19.

She said domestic media outlets contacted the Swedish tourism authority after the announcement to inquire about the prospects for the Chinese market.

"Sweden is paying close attention to the latest Chinese policy and is very much looking forward to welcoming Chinese tourists," Li said.

She believes that more good news will soon be announced, such as flights being increased and the return of tours with Approved Destination Status — an arrangement between the Chinese government and many other nations for Chinese holiday travelers to visit a country as members of a tour group.

Before the pandemic emerged, Chinese travelers spent more than 400,000 nights in Sweden every year, according to Visit Sweden.

Although this figure accounted for just 2 percent of outbound travelers to the Scandinavian country, Visit Sweden went ahead with setting up a China office, which Li said shows just how highly Sweden values Chinese tourists.

She added that the number of such tourists visiting Sweden has risen between two and three times in the past decade.

"We are certain to step up our China marketing efforts in the coming year, including media exposure and staging travel industry events," Li said.