To promote a unilateral visa-free policy and introduce the culture and tourism resources of the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) as a world-class tourist destination, a promotion conference was successfully held in Madrid, Spain on March 11, 2024 (local time). Guests from various fields, including politics, culture, tourism, and media universities from both China and Spain attended the event.

In December 2023, China tried out a unilateral visa-free policy for Spanish holders of ordinary passports. 

Representatives of Guangdong's cultural and tourism departments and travel agencies introduced the tourism resources, travel routes, hotels, and scenic spots in the GBA through videos, graphic displays, and on-site interaction, showcasing Lingnan culture and the charm of the area to the attendees.

Additionally, Guangdong travel agencies and Spanish tourist platforms signed cooperation agreements to collaborate on cultural and commercial exchanges, mutual tourist introduction, and resource integration.

Luis Martín Izquierdo, director general of the Tourism Bureau of the Community of Madrid, said that the GBA and the Community of Madrid are not only ancient and civilized regions, but also main sources of tourists and travel destinations. He added that the Community of Madrid is willing to strengthen tourism ties with China and make joint efforts.

During the promotional event in Madrid, the Guangdong delegation also visited the headquarters of the United Nations World Tourism Organization and Turespaña (Tourism Institute of Spain), and discussed topics including the construction of the GBA as a world-class tourist destination, tourist exchanges and cooperation, and the increase in direct flights.