Rise in Chinese visiting Spain for its culture and luxury goods
Data from the International Congress on Asian Tourism reveals that Spain is seeing a steady increase in Asian tourists, primarily from China, with most wanting to experience Spanish culture and art in cities, such as Barcelona and Madrid, while buying luxury products and eating traditional food, making them a welcome contrast for Spain to the 'sun and fun' crowds. 

People sunbathe at Levante Beach in Benidorm, Spain. The country has set a new record for overseas visitors, with an increasing number of tourists coming from China. [DAVID RAMOS/GETTY IMAGES]

Spain has seen a steady increase in tourists from Asia in the past 15 years with many eager to see the art in cities such as Barcelona and Madrid while shopping and eating, making them a welcome contrast to the sun and fun crowds.

That's according to data presented at the International Congress on Asian Tourism in the Mediterranean city of Barcelona where Director General of Tourspain Marta Blanco said Asian tourism reached 3 percent of all international arrivals in 2014, up steadily from just 0.7 percent in 2000.

The visitors are particularly welcome, Blanco said, because the interests of those from China, Japan and South Korea－the top three－are varied and not focused on coastal resorts.

Blanco described Asian tourism is described as quality visitors who help diversify the local services on offer, making tourism less seasonal as they travel in different months of the year and are very interested in the rich food traditions, history, luxury products and the arts.

In 2014, Spain received 475,000 Japanese visitors, 289,000 Chinese and 167,000 South Koreans, although the country receives tourists from 15 different Asian countries.

The International Congress on Asian Tourism was launched in 2008 as a platform to discuss the new demands posed by the increasing Asian tourism, which has specific needs and requires an adaptation by the tourist services.

"We have to work to make known Spain in Asia," Blanco said, pointing out that "there is an advantage: as there is a lack of knowledge, there are not preconceptions."

But the challenges include visa deliveries, adaptation of tourist products and flight connections.

Blanco however expressed optimism over an increase in the number of connections between Asian countries and Spain, namely Japan, China and India. However, she said, "these are decisions of private companies based on profitability."

Blanco explained that Spain offers variety and is ready to adapt itself to the needs of the Asian tourism, ranking first in the Travel & Tourism Competitiveness Report thanks to natural, cultural heritage and also its infrastructure.

"That is why we have the ability to adapt," she said.

Meanwhile, Xu Jing, regional director for Asia and the Pacific at the United Nations World Tourism Organization said that Spain should "present Madrid and Barcelona as twin brothers, rather than independent."