Around 60 representatives from institutions and businesses in the tourism, cultural and business sectors took part in the “Business Breakfast” organised by the consultancy firm.
ASIALINK, a Spanish firm specialising in strategic consultancy, communications and marketing to foster links between Spain, the Chinese market and other Asian countries, held an event yesterday, Wednesday 6 May, to mark its 20th anniversary, focusing on its commitment to the future of relations between Spain, China and Asia.
The event welcomed around 60 institutional and business representatives from various sectors, particularly those linked to tourism, culture, luxury goods and internationalisation, as well as representatives from Chinese institutions and multinationals in Spain.
The meeting began with a speech by Jennifer Zhang, founder and CEO of ASIALINK. The company started out as a DMC and has since become a 360-degree boutique consultancy – with offices in Madrid, Shanghai and, soon, Beijing – connecting both markets with a comprehensive vision, from brand building to its effective implementation in the Chinese market.
“This evolution has not been linear. After 20 years, what defines our journey is our ability to constantly adapt to the pace of China, one of the most dynamic markets in the world.”
High-level round-table discussion
The event included a round-table discussion on the new dynamics of the Chinese market and their significance for tourism and culture in Spain, at a time marked by the recovery and transformation of Chinese outbound tourism globally.
The panel featured Ana de la Cueva, President of Patrimonio Nacional; Miguel Sanz, Director General of Turespaña; Almudena Maíllo, Councillor for Tourism at Madrid City Council; and Sofía Osborne, President of the Forum of Renowned Spanish Brands and the Osborne Group. The discussion was moderated by Mónica Figuerola, Head of International Business Development at Quirón Salud.
Ana de la Cueva shared with attendees her experience of currently working with the Chinese market, based on a focus on digital platforms and social media.3
Miguel Sanz, Director General of Turespaña, highlighted the “successful strategy of Spanish destinations in establishing a presence in China with a wide variety of products: culture, golf, nature, heritage, shopping, entertainment, gastronomy, football…”.
For her part, Almudena Maíllo, Madrid City Council’s Councillor for Tourism, stated that “China is a strategic market for Madrid” and that so far this year there has already been a 10.8% increase in visitor numbers compared to 2025.
Finally, Sofía Osborne, President of the Forum of Renowned Spanish Brands and of the Osborne Group, stated that “China is a key market in which Spanish companies must be present, but we must assess how, as there is an increasing demand for higher-quality products and brands must achieve sophistication”.
A market in the midst of recovery and transformation
During the event, ASIALINK shared some key figures on the growth of Chinese tourism in Spain, which has already surpassed pre-pandemic levels.
According to the data presented, Spain welcomed a total of 795,484 Chinese tourists in 2025, representing a 22.5% increase compared to 2024 and a 13.5% increase compared to 2019. Furthermore, total spending by Chinese tourists in Spain exceeded €2.197 billion, with an average spend per trip of €2,775 and a daily spend of €459.
The market’s recovery is also reflected in air connectivity between the two countries. Between the winter of 2025 and the spring of 2026, direct flights between Spain and China reached record levels, with a 98% increase compared to 2019 and new routes such as Guangzhou-Madrid.
ASIALINK also highlighted some of the key trends shaping the evolution of the Chinese traveller: greater demand for cultural and gastronomic experiences; the rise of rural and sustainable tourism; growing interest in secondary destinations; and greater personalisation of travel.
Likewise, Kaiyu Yang, General Manager of the Spanish branch of the Industrial and Commercial Bank of China (ICBC) and President of the China Chamber of Commerce and Investment in Spain, addressed those present to discuss the promotion of bilateral cooperation in trade and investment.
The event, held at the Thompson Madrid Hotel, concluded with words of thanks from Jennifer Zhang and the entire ASIALINK team, followed by a networking session for attendees.
About ASIALINK
ASIALINK is a boutique consultancy and agency specialising in strategic connections between Spain, China and other Asian countries across all lifestyle sectors. Founded in 2005 and headquartered in Madrid with an office in Shanghai, it develops comprehensive marketing, communication and commercialisation strategies tailored to high-spending Asian travellers, including the design of premium tourism products, the management of digital channels and the organisation of international promotional campaigns.
Thanks to its in-depth cultural knowledge and a solid network of partners across various countries on the continent, particularly in China, the company facilitates the internationalisation of destinations and businesses, helping to attract high-quality tourism and strengthen Spain’s global positioning in strategic Asian markets.
Images: ©Gómez Visual
Source: ASIALINK Communications