This is the first entry in the Argentine-Chinese Chamber of Commerce’s new monthly column in the Buenos Aires Herald.

Argentina offers great natural diversity and a rich cultural life — and gradually, it has been incorporating tools to attract Chinese tourism, adapting to travelers’ needs by offering digital payment systems and guides in Mandarin.

This opens the door to several routes to capture more tourism from China, which would offer advantages including economic benefits for local industries and the opportunity to position the country as one of the preferred destinations in Asia’s tourism offerings.

1) China is the country that spends the most on international tourism
Chinese tourists lead global spending on international tourism, spending around US$250 billion around the world in 2024 compared with US$180 billion by U.S. tourists, according to United Nations data. They far surpass other travelers both in total expenditure and average spending per trip. They also account for more than a third of worldwide luxury purchases. There is a growing trend toward choosing personalized experiences and exotic destinations.

2) Chinese tourists can now pay more easily in Argentina
In China, integrated digital payment systems within apps, such as Alipay and WeChat Pay, dominate over the use of credit cards and cash. In Argentina, the absence of these systems posed a challenge for Chinese tourists when making payments. However, the situation began to change with the integration of Chinese payment platforms into the local market, such as the alliance between PVS and UnionPay, which facilitates transactions through QR codes.

3) Argentina is a key destination for luxury travel
High-income Chinese tourists, who have already visited the world’s main travel destinations, now have a new highlight trip: cruises to Antarctica. According to the International Association of Antarctica Tour Operators, a record 9,384 Chinese tourists visited the frozen continent in the 2023-24 season, and that figure was expected to keep growing. Most travelers arrive in Buenos Aires and then connect to Ushuaia, where these cruises depart. At each stop, they spend on lodging, dining, and tourist activities. 

4) The untapped potential of the Argentina country brand
One of the most famous films by cult director Wong Kar-Wai, Happy Together (1997), was filmed primarily in Buenos Aires. Each year, it draws Chinese tourists who seek out the locations where the story unfolds, such as Bar Sur in San Telmo. This phenomenon highlights the cultural potential of Argentina’s country brand, especially in the imagination of some Asian countries, and opens new opportunities in the cultural tourism segment.

5) The Chinese traveler becomes a spontaneous ambassador for Argentina
Argentina is the country that lies furthest from China. When choosing to visit such a distant destination, those who enjoy Argentina’s landscapes and culture naturally become spontaneous ambassadors for the country. 

The next steps

A series of steps will prove key to consolidating this trend. The first is to continue strengthening air connectivity between Argentina and China, an objective that has already begun to materialize with the addition of a new route operated by China Eastern Airlines, which will connect Buenos Aires with Shanghai.

Argentina will also need to expand the availability of payment methods tailored to Chinese tourists, promoting initiatives such as the strategic alliance between Pagos Virtuales del Sur (PVS) and UnionPay in Argentina, which allows UnionPay users to make payments at local businesses using QR codes.

The experience of Chinese tourists at their destinations could be enhanced by incorporating more signage in Chinese and adding amenities they are accustomed to, such as slippers, electric kettles in hotel rooms, and Chinese food options at buffets.

Argentina’s visibility as a tourist destination for Chinese travelers could also be improved through targeted campaigns on Chinese social media.

A tourist who has a satisfying experience during their stay and returns home with gifts and stories for loved ones also shares and spreads Argentine culture within their community, strengthening the relationship between the countries.