Chinese tourists "land" in Europe - The number of Asian visitors increases, but spending "shrinks"
Cost-conscious Americans may be cutting back on their European vacations this summer, but another group is taking the vacated spot: Chinese travelers. According to a survey by the European Travel Commission, 72% of Chinese respondents say they plan to travel to Europe this summer, up 10% from 2024. The figures reflect the highest demand from Chinese citizens since the pandemic.
This should bring relief to hoteliers, restaurant owners and businesses across the continent that depend on high-spending foreign tourists. Before Chinese outbound tourism ground to a halt in 2020, it represented a particularly lucrative sector in Europe, with Asian travelers ranking second in spending after Americans.
Chinese tourists spent $251 billion abroad in 2024, according to the UN, surpassing pre-2020 levels. This makes China the largest market in terms of overall tourism spending, even if until recently most of this revenue was spent on travel within Asia.
But they don't plan to spend as much as they used to. This is notable, given the group's previous penchant for luxury shopping. In fact, only 29% of respondents say they can afford to spend more than 200 euros per day, a 44% drop compared to last summer, while 54% of Chinese travelers aim to limit their budgets to between 100 and 200 euros per day.
Overall, Chinese visitors are being more frugal with their spending than most of their global counterparts. The survey asked 7,100 long-haul tourists from Australia, Brazil, Canada, China, Japan, South Korea and the US, and the results show that 11% of them will cut their spending in Europe this summer. The overall proportion of travellers spending just €100 to €200 per day was (40%), lower than the percentage of Chinese travellers.
In a climate of economic uncertainty, few tourists are spending big, regardless of their origin. This is reflected in data from the World Travel and Tourism Council, which shows that tourism growth is expected to slow significantly in 2025. Only a third of American respondents are planning trips to Europe this summer, which is 7% less than in 2024. Three other countries surveyed in the report, Brazil, Canada and Japan, are also in decline, although to a lesser extent. High travel costs and plans to vacation in the country are the main obstacles.
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