Swedish Fam Trip to Xi’an, China

With the implementation of China’s visa-free policy for Swedish tourists, tourism cooperation between China and Sweden is presented with a new opportunity. To deepen the Swedish travel trade’s understanding of China’s tourism resources, China Cultural Center in Stockholm organized a familiarization tour from December 9 to 15, consisting of 11 representatives from Swedish travel agencies. The delegation traveled to Xi’an in Shaanxi Province, a famous Chinese historical and cultural city, for an in-depth understanding of tourism products and itineraries. The group will also attend the 2025 China International Travel Mart (CITM) held from December 18 to 22, 2025.

The delegation immersed themselves in Xi’an’s core tourism resources. This included visiting the world-famous Emperor Qinshihuang’s Mausoleum Site Museum (Terracotta Army) to sense the grandeur of the Qin Empire from over 2,000 years ago. They explored landmarks such as the Xi’an City Wall, the Big and Small Wild Goose Pagodas, and the Bell and Drum Towers. They experienced the splendor of the Tang Dynasty and the ancient city’s charm at the Datang Everbright City (Great Tang Never Sleeps City) and the Chang’an Twelve Hours Theme Block. They ascended to the summit of Mount Hua, known as the “Number One Precipitous Mountain under Heaven,” evoking a heroic spirit. Strolling through the Muslim Quarter, they sampled authentic Shaanxi cuisine and experienced the vibrant local culture and folk customs, also watching the celebrated tourism performance Song of Eternal Sorrow and the highly sought-after show The Mighty Qin. The delegation also held dedicated seminars with local tourism authorities, inbound travel agencies, hotels, and scenic spot representatives. They engaged in in-depth exchanges and discussions on product design, itinerary optimization, service standards, and policy alignment, jointly exploring how to develop higher-quality tourism products better suited for Swedish and even broader Nordic tourists.

China’s unilateral implementation of the visa-free policy for Sweden marks a significant event in the people-to-people exchanges between the two countries, opening a convenient door for Swedish tourists to visit China. This familiarization tour for Swedish travel agents precisely aims to promptly translate the benefits of this policy into market momentum. By enabling Swedish tourism experts to personally visit China, especially cities like Xi’an that blend historical depth with modern vitality, Swedish tourism professionals gain primary information and intuitive impressions, allowing them to design more attractive itineraries and services for Swedish tourists.

Before departure, the Swedish travel agency representatives were full of anticipation for this trip. A senior Swedish travel agency manager within the delegation stated: “The visa-free policy greatly simplifies the procedures for Swedish tourists traveling to China and is expected to significantly increase visitor numbers. This opportunity to gain in-depth knowledge of Xi’an is crucial for us to promptly update our China tourism product lines and provide accurate recommendations to our clients. We experienced the charm of the ancient capital Xi’an and sought new opportunities for cooperation with our Chinese counterparts.”