Schengen visa marketing in China: the street-level competition to attract tourists to Europe

Abstract

ABSTRACT Before COVID-19, visitors from China, were a prime target for the European tourism industries. Yet, their mobility was constrained by the Schengen visa requirement for any trip to a European Union (EU)’s Member States. While the literature on Schengen visa policy has highlighted the repressive practices of street-level bureaucrats processing visa applications abroad, this article seeks to understand how Schengen visa policy is implemented when the objective is to attract potential visitors rather than drive them away. The paper argues that the economic imperative to attract Chinese tourists to Europe is turning local consular cooperation from Schengen into local consular competition. To support this claim and using ethnographic methods as well as a relational approach to implementation, the paper develops the concept of visa marketing to analyse the race to attractiveness between French and Italian consulates based in Beijing, the capital of China. Visa marketing refers to the use of visa procedures (receipt conditions, reliability, processing speed, etc.) by consulates as sales arguments to advertise the destination they represent. In essence, the article presents a case of domestic actors appropriating common visa regimes, engaging in competition to entice foreign consumers to their territories.