As global travel patterns evolve, the intersection of technology and tourism is becoming increasingly vital. At MWC 2025 in Barcelona, Huawei Mobile Services (HMS) reinforced its commitment to revolutionizing tourism through data-driven strategies and digital solutions. With Chinese outbound tourism playing a critical role in Spain’s visitor economy, the company has outlined key trends shaping this sector, including deseasonalisation, decentralisation, and immersive travel experiences.

Huawei’s focus has been on helping the travel industry adapt to the changing preferences of Chinese travelers, who are opting for longer, culturally enriching stays beyond major urban centers. Through partnerships with Spanish tourism authorities, the tech giant aims to enhance visitor engagement, optimize digital marketing strategies, and create a seamless travel experience for this lucrative market.

Strategic Partnerships to Strengthen Spain’s Appeal to Chinese Travelers

Huawei Mobile Services has further solidified its presence in the Spanish tourism sector by signing two significant Memorandum of Understanding (MOU) agreements at MWC 2025. The agreements—one with the Ministry of Tourism and Foreign Affairs of the Regional Government of Andalucía and the other with Madrid City Council Tourism—aim to enhance Spain’s visibility as a premier destination for Chinese travelers.

Huawei’s Petal Ads platform, a leading digital advertising and engagement tool, will play a crucial role in understanding travel preferences and behaviors to ensure that marketing campaigns are more personalized and effective. Officials from Huawei and Spanish tourism bodies have expressed confidence that these collaborations will lead to a smarter, more sustainable tourism ecosystem.

A New Era for Andalucía as a Leading European Destination

Huawei’s partnership with Turismo Andalucía is set to transform the region into a top European travel destination for Chinese tourists. Arturo Bernal, Minister of Tourism and Foreign Affairs for the Junta de Andalucía, has emphasized the importance of leveraging business intelligence and strategic partnerships to enhance Spain’s competitive position in the Chinese market.

By integrating cutting-edge digital marketing tools, the collaboration will focus on:

• Targeted promotional campaigns designed to appeal to Chinese travelers.
• Encouraging off-season travel to balance tourism flows throughout the year.
• Supporting decentralized tourism by promoting lesser-known destinations beyond traditional hotspots.

Huawei’s Petal Ads platform is expected to play a pivotal role in these efforts, enabling real-time insights into traveler behavior and creating personalized experiences based on visitor preferences.

Madrid’s Vision: A Smart, Digitally-Connected Destination

In Madrid, the number of Chinese tourists grew by 74.2% in 2024 compared to the previous year, making them one of the fastest-growing segments in the city’s inbound travel market. Recognizing this momentum, Huawei has signed an MOU with Madrid City Council Tourism to enhance the Chinese visitor experience.

This initiative is closely aligned with Madrid’s Digital Transformation strategy, which prioritizes smart tourism and responsible visitor management. By integrating digital solutions into the tourism framework, the partnership seeks to:

• Encourage decentralized tourism, ensuring that visitors explore beyond well-known landmarks.
• Promote off-peak travel, reducing overcrowding at major attractions.
• Enhance visitor experiences through AI-powered travel recommendations and real-time engagement.

Madrid’s Tourism Managing Director, Héctor Coronel, has highlighted the city’s proactive approach, stating that combining digital innovation with sustainable tourism practices will shape the future of travel.

How Huawei’s Tech-Driven Strategy Will Impact Global Travel

While Huawei’s latest partnerships primarily focus on Spain’s travel industry, the company’s broader influence on global tourism cannot be overlooked. With 730 million users in over 170 countries, Huawei Mobile Services is positioned to transform how destinations attract, engage, and retain international visitors.

The company’s advertising and cloud solutions offer a blueprint for other destinations looking to:

• Leverage AI-driven insights for more effective traveler engagement.
• Implement mobile-first marketing campaigns that resonate with digital-savvy tourists.
• Drive sustainable tourism growth by balancing visitor distribution and managing peak travel periods.

Spain’s collaboration with Huawei could serve as a model for other European and Asian destinations aiming to capture the Chinese travel market, which remains one of the largest and highest-spending groups globally.

Beyond Spain: Huawei’s Role in the Future of Tourism

Huawei’s continued expansion into tourism technology signals a wider shift toward digital-led destination management. As travelers become increasingly reliant on mobile ecosystems, tech companies are playing an active role in shaping their experiences.

With Petal Ads already making an impact in Italy, France, and Southeast Asia, the potential for further expansion into other key tourist hubs remains high. Whether through luxury travel campaigns, immersive digital experiences, or AI-enhanced personalization, Huawei’s innovations could redefine how travelers interact with destinations worldwide.

The Digital Transformation of Tourism: What Lies Ahead?

The collaboration between Huawei Mobile Services and Spanish tourism bodies marks a significant step toward digitally empowered, sustainable, and experience-driven tourism. As consumer preferences continue to evolve, global destinations will need to embrace technology to stay competitive.

Spain’s embrace of AI-powered solutions offers a glimpse into the future of destination marketing, where real-time traveler insights, personalized engagement, and mobile-driven strategies shape the way people explore new places.

For the global tourism industry, these developments serve as a reminder that digital innovation is no longer an option—it is a necessity for sustained growth and success.