The first direct Beijing-Bucharest-Zagreb flight receives a water salute after arriving at the International Zagreb Airport in Zagreb, Croatia, Sept. 4, 2026. (Xinhua/Ma Zhen)
ZAGREB, Oct. 1 (Xinhua) -- A month after the launch of Air China's direct Beijing-Zagreb flight, early data shows encouraging growth in Chinese visitor numbers, according to Martina Bienenfeld, director of the Zagreb Tourist Board.
In an exclusive interview recently, Bienenfeld shared insights into how the new air link is strengthening tourism, business, and cultural ties between Croatia and China, while outlining Zagreb's long-term strategy for the Chinese market.
The direct route has already delivered immediate positive impacts. In September, Zagreb recorded a 7 percent increase in arrivals and an 8 percent increase in overnight stays by Chinese guests compared to the same month last year.
"This is a very promising start, especially considering that only a few weeks have passed since the new route was established," Bienenfeld said.
While noting that a longer period is required to fully assess the route's long-term impact, she emphasized that China represents a vital long-haul market with immense potential.
"Improved accessibility to Zagreb, combined with ongoing promotion in the Chinese market, will drive increased interest and tourism traffic," she said, adding that the route opens new doors for business, cultural, and educational exchanges.
Chinese police officers talk with Chinese tourists during a Chinese-Croatian joint police patrol in Zagreb, Croatia, July 31, 2025. (Xinhua/Li Xuejun)
According to Bienenfeld, modern Chinese travelers are increasingly drawn to authentic European experiences, including culture, heritage, gastronomy, and the local way of life. Zagreb offers these elements within a compact, easily explorable area.
"We aim to present the city as a year-round European destination that blends Central European tradition with a Mediterranean lifestyle," she explained.
To capture this interest, the tourist board maintains a continuous presence in China's major outbound travel hubs, particularly Beijing and Shanghai.
The city recently promoted its year-round events and culinary scene at a tourism event in Beijing. The capital city shares a 30-year friendship and cooperation agreement with Zagreb, making the new flight a natural boost to their historical ties.
Meanwhile, Zagreb is currently being showcased at the Shanghai International Light Festival, running from Sept. 17 to Oct. 16, through a creative installation titled "OPHRYS / BLOOM DATA." The project blends art, creativity, and technology to highlight Zagreb's contemporary identity. This year marks the 46th anniversary of the sister-city relationship between Zagreb and Shanghai.
"All these activities, combined with the new direct air link, are vital components of our long-term strategy to position Zagreb in the Chinese market," Bienenfeld noted.
The benefits of the new route are expected to flow both ways. While the Zagreb Tourist Board does not track outbound data for Croatian citizens, Bienenfeld believes that interest in traveling to China is growing among locals.
"A direct flight brings the two destinations closer in both directions and makes travel easier," Bienenfeld said, concluding that the enhanced connectivity will seamlessly support tourists, students, and business travelers from both nations.
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