Marseille, a new destination for Chinese travelers

In July 2024, Shanghai Airlines of the China Eastern group inaugurated a direct service between Marseille and Shanghai. This new route puts Marseille in the spotlight, as the Phocaean city, long perceived as a distant destination, now opens up to Chinese travelers.

Published on 4 July 2025

One year on...

Since the opening of the direct Shanghai-Marseille air service on 2 July 2024, the city of Marseille has enjoyed a new dynamic in welcoming Chinese tourists. This route, the only one of its kind for a French regional airport, has boosted the appeal of Marseille, which has been twinned with Shanghai for over 30 years.

In just one year, flights operated by China Eastern have facilitated the arrival of Asian visitors, attracted by the city’s cultural heritage, Mediterranean landscapes and local authenticity. The benefits are already being felt: Marseille has confirmed its position as the preferred gateway between China and the South of France, with 43% more overnight stays in 1 year.

Source: Flux Vision Tourisme – Orange Business / Provence Tourisme / Office de Tourisme, des Loisirs et des Congrès de Marseille (mobile telephony data strictly and irreversibly anonymised in accordance with the RGPD and CNIL requirements)
Period studied: 1 June 2024 to 26 June 2025 compared with 1 June 2023 to 26 June 2024.

To better welcome Chinese tourists, the Tourist Office has developed a welcome page in Chinese on its website, as well as a tourist map in Chinese that will enable this new clientele to discover the city’s main monuments and museums, and find out where to shop and eat. The Office has also strengthened its presence on Chinese social networks (Weibo, wechat, little red book and douyin), posting sunny photos and videos, and has also launched a new website in Chinese.

In terms of promotion, we are continuing and stepping up our efforts to attract this clientele to Marseille and Provence.

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Marseille meets Chinese tourism professionals

On February 13 and 14, 2025, the Marseille Convention and Visitors Bureau took part in the China Workshop 2025 in Paris. The event brought together 118 French service providers to meet 229 travel agency representatives from China, the United States, Canada, Southeast Asia and other European countries.

The event attracted a growing number of young professionals, reflecting a new approach to the market. Large-group travel and express tours are gradually giving way to smaller, more intimate and immersive experiences with friends and family. Nowadays, travelers are looking for more authentic experiences, taking the time to discover local riches and soak up the country’s art de vivre. Slow tourism is thus becoming a major trend, driven by this quest for authenticity and serenity. However, gastronomy and shopping remain must-sees for Chinese tourists, and are a natural part of this new way of traveling.

A promising 2025 for Chinese tourism in France

The organizer, Mr. Pierre Shi, president of ID Travel Pro, pointed out that 2025 will mark the period of post-Olympic Games fallout from Paris 2024, with an expected growth in the number of Chinese tourists. He pointed out that, although some regular visitors were unable to travel to France in 2024 due to this major event, these tourists should be more numerous in 2025.

Marseille welcomed 60 Chinese agencies and tour operators

On February 20 and 21, in Marseille, the Leisure Promotion Department welcomed 60 Chinese agencies and tour operators for an immersion in the heart of the city. On the program for these days of discovery and sharing, our guests had the opportunity to explore Marseille from every angle. Visiting hotels on the Old Port, discovering the picturesque Panier district, taking in the immersive experience of Cosquer Méditerranée and the cultural richness of Mucem. They also embarked for the Château d’If, before enjoying a panoramic bus tour, offering a breathtaking view of the Phocaean city. And of course, a must-see shopping session at the Terrasses du Port. In two days, the professionals were seduced by the diversity of Marseille, the depth of its history and the beauty of its landscapes. We are convinced that they will become true ambassadors of the city to Chinese travelers.

China Workshop