The Mission of China to the European Union (EU) on Tuesday launched a four-week campaign at Brussels Airport in Belgium to promote visa-free travel to China.

As part of the program, a short video introducing China's visa-free entry policy is being played for travelers leaving the Belgian capital.

At the campaign's ribbon-cutting ceremony, Ambassador Cai Run, head of the Chinese Mission to the EU, invited tourists from 25 EU member states to travel to China visa-free.

"Discover a China that is real, multi-dimensional and comprehensive and share what they see and experience with their families and friends," he said.

Belgium joined China's visa-free travel program in 2024. Currently, citizens of most EU member states can enter China for up to 30 days without a visa for business, tourism, and other visits.

Efforts to attract European tourists have already produced the expected results. About 2 million Europeans visited China in 2025, and this summer, bookings for trips to China surged about 275 percent year on year.

Brussels Airport alone now operates 30 direct flights to Chinese destinations each week.

Many Europeans said simplified entry requirements would make them more willing to visit China.

Ondrej Dostal, a Czech member of the European Parliament, said the door opened by visa-free travel is not limited to tourism.

"Some European children might want to go to study AI or other technology like robotics and other areas in China, but for this the parents, mother and father, need to be sure that the country they send their kids to is safe, and the best way to find out that it's safe is to go there for a family holiday," he said.