Chinese tourists flock to Europe this summer

70% of Chinese tourists said Europe is their destination for this summer, with over 50% stating they will definitely visit.

The European Tourism Commission (ETC) said that over 70% of respondents from China surveyed in June said Europe was their favorite long-haul destination this summer. More than 50% said they would definitely go. 32% of respondents chose domestic travel.

International tourists flock to the Spanish Steps in Rome, Italy. Photo: Dreamstime

Brazil, Australia, Canada, and the United States are also among the countries with the highest demand for European travel this summer. 52% of Brazilians want to visit Europe, with 32% of them "likely to make that dream a reality." 36-38% of Australians, Canadians, and Americans chose to travel to Europe between May and August. The majority of survey participants were under 50 years old.

Japan has the lowest percentage of people wanting to travel internationally. 26% of respondents plan to travel outside East Asia, and 15% intend to go to Europe.

Tourism products and services also increased by 10% compared to the summers of 2021 and 2022. The three main criteria for tourists choosing destinations this year are: safety, convenience, and price.

According to the survey, cutting shopping expenses is the top budget strategy for the majority of travelers. People plan to reduce their shopping spending by up to 37% when traveling abroad, booking less expensive restaurants and cheaper accommodations. Popular destinations remain popular, despite peak summer overcrowding, with only 15% of respondents choosing less crowded destinations as alternatives.

"Famous landmarks still play an important role in the choice of destinations for long-distance travelers. However, their importance is now equal to that of favorable weather conditions," ETC stated.

( According to Schengen visa info )

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