Where do Chinese tourists go in Europe?

In 2019, 13 million Chinese tourists came to the EU. Italy is by far the most popular country for Chinese tourists, followed by Spain and Belgium. In 2019, nearly 3.2 million Chinese tourists came to the country of 'la dolce vita', accounting for 2.4% of all tourists that year.



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According to survey, Hong Kong is the top travel destination, with 23% of respondents having either already visited or planning to visit in 2023. Other popular choices are Western Europe (16%), Japan (15%), and Korea (14%). After the three-year break, Chinese travelers prefer to revisit places they have been to before.

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Chinese tourists made 22.2 million overnight stays in the EU in 2019. Due to the pandemic, this number fell to 3 million in 2020 and declined further to 1.6 million in 2021, according to the EU's statistical office Eurostat. Before the pandemic, Croatia welcomed more than 300,000 visitors from China per year.

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Chinese tourists continue to put Europe at the top of their favourite destinations despite the relative slow-down in the Chinese economy and any concerns about Brexit, according to the latest figures from the European Travel Commission (ETC) in collaboration with the leading air travel analyst ForwardKeys, which ...

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More niche, adventurous destinations While Chinese tourists are increasingly seeking less crowded and off-the-beaten-track destinations in China itself, she says iconic destinations and attractions in Europe will continue to be highly sought-after, with the sheer number of must-visit places requiring multiple trips.

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Many of them are headed for Thailand. Chinese tourists are welcomed with souvenirs from Thai officials after arriving at Bangkok's Suvarnabhumi International Airport on September 25, 2023.

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The most visited countries in Europe
  • France. Annual visitors: 89.4 million. ...
  • Spain. Annual visitors: 82.7 million. ...
  • Italy. Annual visitors: 62.1 million. ...
  • Turkey. Annual visitors: 45.7 million. ...
  • Germany. Annual visitors: 38.8 million. ...
  • United Kingdom. Annual visitors: 36.3 million. ...
  • Austria. Annual visitors: 30.8 million. ...
  • Greece.


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A survey conducted among Chinese millionaires in 2022 revealed that around 38 percent of respondents chose the Maldives as their preferred international travel destination. This destination was most popular among 40 percent of respondents in a similar survey a year earlier.

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Answer: This is the town of Tianducheng, just a few hours outside of Shanghai, China. The town was built as a copycat city to Paris. There's even a 354-foot replica of the Eiffel Tower.

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According to the United Nations World Tourism Organization, the remote Pacific island country Tuvalu is the least-visited country globally.

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We forecast that outbound trips by Chinese travelers will recover to 2019 levels two years from now in the second quarter of 2023 at the earliest. The delay is caused by the requirement for herd immunity to be established in China and destinations before quarantine-free travel is allowed.

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