Enabling seamless journeys: ETC and Mastercard launch new European travel co branded card for Chinese visitors
The European Travel Commission (ETC) and Mastercard today announced the launch of the European Travel Co-branded Credit Card, together with Industrial and Commercial Bank of China (ICBC), unveiled at the “Travel Europe with Ease — Mastercard × ETC New Year Forum 2026.” The new card is designed to support seamless, secure and predictable payment experiences for Chinese travellers visiting Europe, as demand for long-haul travel and premium cultural experiences continues to recover.
Europe remains the world’s largest tourism destination, welcoming 793 million international tourists in 2025 (UN Tourism). As Chinese outbound travel moves into a phase of steady growth, Europe continues to attract travellers seeking culture, history and multidestination journeys.
The ICBC European Travel Cobranded Credit Card brings together ICBC’s cross-border financial capabilities, ETC’s destination network, and Mastercard’s global acceptance infrastructure to deliver a trusted payment experience across Europe. By enabling secure, transparent and widely accepted payments, the card supports everyday travel moments, from transport and accommodation to dining and cultural experiences, helping visitors engage more deeply with local economies.
Eduardo Santander, CEO, the European Travel Commission, highlighted that:
China remains one of Europe’s most important long-haul source markets. As Chinese travellers return to global travel, they expect journeys that are seamless, secure and easy to navigate. Through this collaboration, we are helping remove practical barriers and build confidence throughout the journey. This card helps us present Europe’s diversity more innovatively, making it easier for Chinese travellers to explore and immerse themselves across the continent. It also strengthens the Europe–China bridge, supporting more sustainable travel and tangible benefits for local economies and communities.
Mastercard, as the global payments technology partner, enables the card through its international acceptance network and expertise in cross-border travel experiences. Ailish Campbell, Executive Vice President, Public Sector, Mastercard, said:
At Mastercard, we believe the real value of travel lies in the moments that open our eyes, connect us to others, and shape how we see the world. Through this partnership, we’re empowering travellers to move across Europe with greater ease and confidence, unlocking priceless experiences along the way. We remain committed to working with our partners to build seamless, human‑centered cross‑border journeys and enabling more meaningful moments for people everywhere.
The card is designed to support a wide range of travel needs, from leisure trips to longer stays for business, study or family travel. Chinese outbound travel has entered a stage of steady, experience‑driven growth since Q3 2024, with travellers spending more time and money on transport, dining and entertainment rather than purely on shopping (2024–2025 Cross-border Tourism Consumption Trends).
A range of card designs inspired by European and Chinese cultural elements reflects shared values of openness and cross‑cultural connection. Research highlights a growing preference among Chinese travellers to “travel like a local,” seeking cultural immersion and authentic community engagement—trends that support Europe’s long‑term tourism sustainability goals. Strong traveller confidence is expected to continue into 2026, with UN Tourism forecasting 3–4% global tourism growth supported by steady economic conditions and expanding air connectivity.
Looking ahead, ICBC, the European Travel Commission and Mastercard will continue to deepen collaboration in cross‑border payment innovation, tourism promotion and experience enhancement—supporting a more seamless, inclusive and sustainable travel ecosystem between China and Europe.
