It's an euro-summer for Chinese tourists But not for those from the United States

Euro-summer here, euro-summer there. As soon as the hotter months begin, social media is flooded with waves of tourists landing on the shores of the old continent for the summer season (even though Europe always ends up being treated like a third entity, a country of its own). After the heavy criticism aimed at American tourists in recent years, with sarcastic comments on social media often stating «you hear them before you see them,» yesterday, Bloomberg reported that this summer, there might be less to hear. On one hand, many Americans are rethinking their European vacations due to rising costs; on the other, it’s Chinese tourists who are expected to prop up Europe’s tourism industry this year. According to a survey by the European Travel Commission, which will be released on June 10 and was previewed by Bloomberg, 72% of Chinese travelers surveyed said they plan to visit Europe this summer – a 10-point increase compared to 2024, and the highest level recorded since before the pandemic. A figure that brings relief to hoteliers, restaurateurs, and retailers across the continent, who in recent years have had to deal with fluctuating demand and increasingly volatile spending habits. 

However, there is a major shift underway: Chinese tourists won’t be spending like they used to. Although they are more inclined to spend (including on shopping and luxury goods) outside of their own country, Bloomberg reports that only 29% of those surveyed plan to spend more than €200 per day, a 44% drop compared to last summer. A notable shift in behavior, considering that luxury shopping has historically been one of Chinese tourists’ favorite activities in Europe. Nevertheless, 53% still plan to devote part of their trip to shopping, especially among business travelers, 36% of whom expect to spend more. Overall, Chinese tourists are showing more caution than their global counterparts, as noted in the ETC survey, which involved 7,100 long-haul travelers from seven markets (including the United States, Brazil, Canada, Japan, and South Korea). Results showed that only 11% of respondents plan to reduce their spending in Europe, still a lower share compared to the Chinese sample.

In a context where global tourism is moving with the handbrake on – caught between perceived inflation and a growing preference for closer and low-cost destinations – the return of Chinese travelers to Europe feels like a breath of fresh air for a sector struggling to regain its pre-pandemic rhythm, for both economic and ethical reasons. Before 2020, Chinese tourists represented the second largest economic force in Europe after Americans, and today, with a total spending of $251 billion in 2024 according to UN Tourism, China has reclaimed the top spot worldwide. However, the data also tells another story: most of that spending stayed within the Asian continent, in destinations like Thailand, South Korea, and Vietnam. These are the countries experiencing a tourism boom among high-end travelers, those seeking ultra-luxury, while Europe seems to remain stuck in the vicious cycle of mass tourism. Could it be that the influx of tourism we were so used to before the pandemic is now being misread as a sign of returning stability?