Europe Sees Surge in Chinese Tourists

Tourism Officials Optimistic for Post-Pandemic Recovery

Europe is experiencing a significant uptick in visitors from China this summer, with travel industry experts expressing considerable optimism for a robust recovery. The continent’s tourism sector anticipates 2025 could rival pre-pandemic numbers for Chinese arrivals.

Growing Enthusiasm for European Travel

Despite ongoing hurdles like visa processes and reduced flight availability, exacerbated by the conflict in Ukraine, Europe is drawing increasing numbers of Chinese sightseers. **Ludivine Destrée**, senior marketing manager at the European Travel Commission (ETC), noted the trend firsthand.

“We’re pretty optimistic. I work at the centre of Brussels and we see a lot of Chinese. I hear Mandarin everywhere.”

—Ludivine Destrée, Senior Marketing Manager at the European Travel Commission

Overall, Europe, including Switzerland, witnessed a 13% rise in Chinese tourists during the initial half of 2025 compared to the previous year, according to Destrée.

Long-Haul Travel Preference

Data from a recent ETC report highlights a strong preference among Chinese travelers for extended journeys. A remarkable 72% of Chinese tourists indicated a willingness to undertake long-haul trips to Europe. This figure significantly outpaces the global average of 39% and surpasses interest levels for the United States (33%) and Japan (13%).

Factors Driving Chinese Demand

The report suggests that while a weakening Japanese yen may be contributing to lower travel interest from Japan, the surge in Chinese enthusiasm is fueled by a combination of economic recovery and a rekindled desire for international exploration.

To further illustrate this trend, consider that international travel spending by Chinese citizens has shown a substantial rebound. In the first quarter of 2024 alone, outbound tourism spending by Chinese nationals increased by 53% year-on-year, reaching over $72 billion, according to data from the China Tourism Academy. This indicates a strong appetite for global experiences.