The UNESCO biosphere reserve Bliesgau in Germany is a habitat for rare animal species, such as little owls.[Photo by Xu Lin/ China Daily]

Less-known destinations beckon

About 12.5 million Chinese visited Europe in 2015, the United Nations World Tourism Organization reports.

Six of the world's 10 leading destinations by international tourist arrivals are in Europe - France, Spain, Italy, Turkey, Germany and the United Kingdom.

But the European Travel Commission China Operations Group's director, Frantisek Reismuller, says there is also a growing interest among Chinese visitors in less-visited European countries.

They enjoy southern Europe's sea views and leisure, northern Europe's nature and northern lights, and central Europe's cultural heritage.

It's convenient to tour several of these smaller countries on one trip. They're also preparing to welcome Chinese.

First Secretary of Latvia's embassy in China, Inese Liepina, says the country will open a Schengen-visa application center in Beijing in mid-April - its first in China. It's planning 14 centers nationwide within two years. The government also plans to start the first direct flight between China and Latvia, between Sichuan's provincial capital, Chengdu, and Latvia's national capital, Riga.

She says Chinese visitors love such colorful Latvian cultural celebrations as song-and-dance and opera festivals. They also visit during Christmas because Riga claims to have hosted the world's first decorated Christmas tree in 1510.

Chinese with Schengen, UK, Ireland or US visas can visit Montenegro, says the embassy in China's first counselor, Vatroslav Belan.

Chinese often like to travel to as many destinations as possible during trips, so they often also visit Montenegro's neighboring nations, including Serbia and Slovenia, he says.