Portugal sees potential in using online social media to draw more Chinese visitors to the European nation, said the Turismo de Portugal institute, a body under Portugal’s Ministry of Economy.

“The Chinese consumer has a huge tendency to use social networks and new technology. Portuguese companies have to be prepared for this challenge,” said Filipe Silva, member of the governing council of the national tourism agency, quoted by Portuguese news agency Lusa.

The tastes and outlook of Chinese tourists had “evolved,” compared to 10 years ago, he said. He was speaking on the sidelines of an event during his visit to China this week. Mr Silva is leading a delegation of 13 Portuguese firms that have held meetings with Chinese travel operators.

Tourism de Portugal had started to use Chinese social media site Sina Weibo – which has 230 million users – to spread promotional content, the report said.

The number of Chinese visitors to Portugal rose 36 percent year-on-year to 154,000 in 2015, and they spent approximately 60 million euros (US$68.2 million) in the European nation, Lusa reported.