Where do Chinese travel the most in Europe?

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

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1. The MOST visited country in the world: France – 82.6 million visitors.

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Tourists from China mainly stayed in just four EU countries: more than 7 out of 10 overnight stays by tourists from China to the EU were in the United Kingdom (31 %), Italy (18 %), France (13 %) and Germany (10 %) (see Figure 8).

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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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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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France – 89.4 million visitors The world's most visited country, France, is not all about the Eifel Tower, museums and wine. For more than a decade now, the country has lured the highest number of visitors, more than any other European or world country. The reasons for that are not few.

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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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Visitors coming from Hong Kong, Macau, and Taiwan account for 69.8 percent of China's total. When adjusted to exclude these locations, the number of visitors is closer to 48 million. In 2018, Myanmar, Vietnam, South Korea, Japan, and the United States led the way as top sources of visitors into China.

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Chinese travelers have suspended overseas trips for three years, and are now looking to enjoy high-quality experiences in destinations they have been to before. They also want to do more than shopping and sightseeing, and have expressed willingness to spend on offerings geared towards entertainment and experience.

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Most people choose to visit the country because of its charming artsy atmosphere. Due to the high demand, cultural tourism covers 52.8% of tourism revenues in Spain. In addition, Spain follows the contemporary art market up close.

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The Least-Visited Country in the World: Tuvalu According to the United Nations World Tourism Organization, the remote Pacific island country Tuvalu is the least-visited country globally.

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Liechtenstein: For quiet mountain exploring
This petite sliver of a country sits nestled in the mountains between Switzerland and Austria. Being so small it has no airport of its own, but access via road or rail from surrounding countries is a breeze. Despite this, it's Europe's least visited country.

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