The European Travel Commission and Mastercard introduce a new card for Chinese tourists

The European Travel Commission (ETC) and Mastercard have announced the launch of a European co-branded credit card for travelers, developed in collaboration with the Industrial and Commercial Bank of China (ICBC). The solution was unveiled during the "Travel Europe with Ease — Mastercard × ETC New Year Forum 2026" event. The new card is designed to provide a seamless and secure payment experience for Chinese tourists visiting Europe, at a time when demand for long-distance travel and high-quality cultural experiences is steadily recovering.

Europe remains the world's largest tourist destination, welcoming 793 million foreign tourists in 2025. With Chinese outbound tourism entering a phase of stable growth, Europe continues to attract travelers seeking culture, history, and multi-country trips.

The ICBC European Travel Card combines ICBC's cross-border financial capabilities, the European Travel Commission's network of destinations, and Mastercard's global acceptance infrastructure to create a trusted payment experience across Europe. By enabling secure, transparent, and widely accepted payments, the card supports travelers' daily needs—from transportation and accommodation to dining and cultural experiences—helping visitors engage more deeply with local economies.

The Executive Director and CEO of the European Travel Commission, Eduardo Santander, emphasized that China remains one of the most important long-haul source markets for Europe. He noted that Chinese tourists returning to global travel expect experiences that are seamless, safe, and easy to navigate. This collaboration makes it possible to remove practical barriers and build trust at every stage of the journey. The new card allows for a more innovative way to showcase Europe's diversity, making it easier for Chinese travelers to explore the continent and immerse themselves in local cultures. At the same time, it strengthens the Europe-China bridge, supporting more sustainable tourism and real benefits for local economies and communities.

As a global technology partner in the field of payments, Mastercard enables the card to operate thanks to its international acceptance network and experience in designing cross-border travel experiences. Ailish Campbell, Executive Vice President, Public Sector at Mastercard, pointed out that the true value of travel lies in moments that broaden perspectives, connect people, and shape the way we see the world. Through this collaboration, travelers gain the ability to move around Europe with greater ease and confidence, discovering priceless experiences along the way. Mastercard remains committed to working with partners to build seamless, human-centered cross-border travel and create more meaningful moments for people around the world.

The card has been designed to meet a wide range of travel needs, from leisure trips to longer stays for work, study, or family travel. This is consistent with the findings of a report indicating that since the third quarter of 2024, Chinese outbound tourism has entered a phase of stable growth driven by experiences, with travelers spending more and more time and money on transportation, dining, and entertainment, rather than just shopping.

The diverse card designs, inspired by European and Chinese cultural elements, reflect shared values of openness and intercultural dialogue. Research shows the growing popularity of the "travel like a local" approach, in which Chinese tourists seek authentic experiences and deeper contact with local communities. These trends support the long-term goals of sustainable development in European tourism. High levels of traveler confidence are expected to continue in 2026, with UN Tourism forecasting global tourism to grow by 3-4%, supported by stable economic conditions and an expanding air network.

In the coming years, ICBC, the European Travel Commission, and Mastercard plan to further deepen their cooperation in the areas of cross-border payment innovation, tourism promotion, and enriching the travel experience. The goal is to build a more seamless, inclusive, and sustainable travel ecosystem between China and Europe.