China is making a bold pitch to European travelers, and it's starting right at the departure gates. On October 27, the Mission of China to the European Union launched a four-week campaign at Brussels Airport, splashing images of the country's landscapes and cities across the departure areas. The message is simple: come see China, no visa required.
The campaign highlights a policy that's been quietly expanding since December 2023. Citizens from 25 EU member states can now enter mainland China without a visa for up to 30 days. That's a significant shift from the pre-pandemic era, when most European visitors needed to go through the full visa application process, complete with paperwork and fees.
Ambassador Cai Run, head of the Chinese Mission to the EU, led the inauguration alongside Eduardo Santander of the European Travel Commission and other officials. "Through this campaign, we hope to encourage more European travelers to discover China and experience its cultural heritage, diverse landscapes and hospitality," he said. The policy is part of China's broader reopening to international travel, which has also included more accessible payment options for foreign visitors.
Who Can Travel Visa-Free
The exemption covers Austria, Belgium, Bulgaria, Croatia, Cyprus, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Luxembourg, Malta, the Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden. That's 25 of the EU's 27 members, with Czechia and Lithuania not included in this particular scheme. The policy runs until December 31, 2026, so there's plenty of time to plan a trip.
Eligible travelers can visit for tourism, business, family visits, exchanges, or transit. You don't need to apply for a visa or make an advance declaration to a Chinese embassy. Just hold an ordinary passport valid for your stay and be ready to show supporting documents like hotel bookings, flight tickets, or invitation letters at border control. The exemption doesn't cover employment, formal study, or journalism, so those still require the appropriate visa.
For anyone who's ever faced the bureaucratic maze of visa applications, this is a game-changer. It's also a reminder that border procedures can make or break a travel experience, something Brussels Airport knows all too well. The airport has been working on new booths to tackle long border lines, a topic we've covered before.
More Flights, More Options
The campaign comes as Brussels' air connections to China have expanded. Cathay Pacific resumed flights to Hong Kong in August 2025, Hainan Airlines added Chongqing, and Air China launched direct services to Beijing and Chengdu in March 2026. That means more travelers can take advantage of the visa-free policy without hopping through a third country.
Eduardo Santander, who visits China regularly, called for even more connectivity to Tier 2 and Tier 3 cities. He's been to Harbin and Urumqi, places most European tourists never see. "We need even more air connectivity," he said, highlighting the potential for regional destinations to benefit from the easier entry rules.
For the tourism industry, the combination of simpler entry and more direct flights is a powerful draw. But Santander stressed that tourism's value shouldn't be measured only in arrivals or spending. It's about the benefits for local communities, something that resonates with the broader push for sustainable travel.
Building on a Milestone Year
The campaign follows the 50th anniversary of China-EU diplomatic relations in 2025, which sparked cultural exchanges ranging from a Zhejiang exhibition in Brussels to a China-EU table tennis tournament. These events are part of a larger effort to strengthen people-to-people ties, and the visa-free policy is a key piece of that puzzle.
If you're a European traveler who's been curious about China, this is your window. The visa waiver removes a major hurdle, and with new flight routes, there's never been a better time to explore beyond the Great Wall. Just remember to check the latest entry requirements before you go, and consider how border efficiency might affect your journey. For more on how airports are adapting to changing travel patterns, see our piece on airport traffic trends.
The clock is ticking on the visa-free policy, but it's not going anywhere soon. With 30 days on the table, you have time to plan a proper trip, whether that's a first visit to Beijing or a deeper dive into Sichuan's tea houses. China is rolling out the welcome mat, and it's worth stepping on.
