Europe's Growing Appeal for Chinese Tourists
As summer unfolds across Europe, the continent is experiencing a surge in Chinese tourists. With sunny skies and high temperatures, the region is becoming an attractive destination for travelers from China. Despite challenges such as visa requirements and limited airline capacity due to the ongoing conflict in Ukraine, the tourism industry remains optimistic about 2025 being a record year for Chinese visitors.
Ludivine Destree, senior marketing manager at the European Travel Commission (ETC), shared her insights on the current situation. "We're pretty optimistic. I work at the center of Brussels and we see a lot of Chinese. I hear Mandarin everywhere," she said. According to Destree, Europe as a whole, including Switzerland, recorded a 13 per cent year-on-year increase in Chinese tourists during the first half of 2025.
The ETC’s recent report also highlighted that 72 per cent of Chinese tourists expressed a willingness to travel long-haul to Europe. This figure is significantly higher than the global average of 39 per cent and surpasses the US and Japan, which stood at 33 per cent and 13 per cent respectively. The enthusiasm for long-distance travel among Chinese tourists can be attributed to various factors, including an economic rebound and a renewed interest in international travel.
Geopolitical dynamics may also be influencing this trend. The harsh rhetoric and tariffs imposed by former US President Donald Trump on Beijing have likely made America a less appealing holiday destination for many Chinese. Destree humorously noted, "Sometimes Trump is also good news for us."
Efforts are underway to make travel to Europe more convenient for Chinese tourists. In the first half of 2025, cross-border WeChat Pay transactions in Europe rose by nearly 30 per cent year on year, with the United Kingdom seeing a 40 per cent increase. The Chinese super-app has become increasingly useful across Europe, accepted by transport companies like Flixbus and Italo, Italy's second-largest high-speed railway provider.
European businesses are also adapting to the growing demand from Chinese tourists. Parisian luxury department store Galeries Lafayette launched two campaigns this summer on Alipay and WeChat Pay, offering preferential exchange rates and cash back of up to five per cent. However, despite these efforts, Chinese tourist numbers to Europe remain below pre-pandemic levels due to two main obstacles: visa requirements and airline restrictions.
Chinese nationals still need to apply for visas to visit most European countries, putting the continent at a disadvantage compared to parts of Southeast Asia that offer visa-free access. In contrast, passport holders from most countries in Europe can now enter China visa-free for 30 days.
Air travel was also disrupted after Russia closed its airspace to European airlines in response to sanctions over the Ukraine war. This led to increased flight times and costs, with many European airlines accusing their Chinese counterparts of enjoying an unfair advantage. France suspended its bilateral air agreement with China in 2023, citing the closed airspace to French carriers. Currently, there are fewer than 60 weekly round-trip flights between France and China, far below the pre-pandemic high of over 100.
Despite these challenges, Spain has emerged as a notable winner in the competition for Chinese tourists. Visitors from China during the first four months of 2025 surpassed the pre-pandemic high in 2019 by 15 per cent, largely due to increased airline capacity. From April to September, scheduled air capacity between China and Spain is set to rise by 35.9 per cent to 337,524 seats—the largest increase among European countries, according to data from Turespana, the Tourism Institute of Spain.
In 2024, Chinese tourists spent a total of US$2.13 billion in Spain, highlighting the growing economic impact of this tourist segment. As Europe continues to navigate the challenges of visa requirements and airline capacity, the region's appeal to Chinese tourists remains strong, driven by a combination of economic factors, geopolitical dynamics, and efforts to enhance convenience for travelers.