China Launches Brussels Airport Tourism Campaign
The four-week initiative highlights visa-free travel opportunities for citizens from 25 European Union nations.
Updated on Oct. 28, 2026 in Travel — General
Live Poll
Do you believe easier visa access is an effective way to improve international relationships?
China has launched a tourism promotion campaign at Brussels Airport to encourage European travelers to visit the country. The initiative highlights a unilateral visa-free policy that allows short-term stays for eligible travelers.
Why it matters
The promotion aims to foster mutual understanding and engagement between the European Union and China through increased travel. By simplifying entry requirements, authorities hope to streamline the process for business, family, and tourist visits.
Eligible travelers can enter China for up to 30 days without a visa for tourism, business, or transit. The current waiver program, which excludes Czechia and Lithuania, remains in effect until 31 December 2026.
The players
Air China
The flag carrier of the People's Republic of China operates international routes and recently expanded service to Europe.
Eduardo Santander
The tourism official has advocated for strengthening diplomatic and cultural ties through a potential EU-China Tourism Year in 2028.
The details
Promotional imagery is displayed throughout Brussels Airport departure areas to showcase China as a travel destination. This campaign supports existing flight infrastructure, including Air China services to Beijing and Chengdu that began earlier in 2026.
Timeline
China initiated its expanded unilateral waiver policy in December 2023.
Air China launched direct flights to Beijing and Chengdu in March 2026.
The tourism campaign at Brussels Airport opened on 27 October 2026.
The promotional campaign is scheduled to run for four weeks.
Current visa-free entry arrangements expire on 31 December 2026.
Travel Outlook
This campaign follows the established pattern of the unilateral visa-free waiver initiative, which has been central to China's efforts to increase inbound tourism since 2023. It positions the country to leverage direct flight connectivity against broader fluctuations in global tourism.
Travelers from the 25 eligible EU nations should verify their nationality status before booking, as Czechia and Lithuania are excluded from the waiver. All visitors must plan their travel to conclude before the current visa-free agreement expires on 31 December 2026.
The takeaway
Travelers should check specific entry requirements to ensure their nationality is included in the current visa-free arrangement. Planning trips well before the year-end expiration date can help ensure travelers avoid any potential policy shifts.
Further reading
Learn more about international tourism trends at /Travel — General.
Live Poll
Do you believe easier visa access is an effective way to improve international relationships?
