Why are there so many Chinese tourists in Europe?

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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Italy is the most popular country in the EU for Chinese visitors. The share of Chinese tourists visiting the European Union each year is marginal, at 1.3%. In 2019, 13 million Chinese tourists came to the EU.

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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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  • Thailand, Japan, and Singapore are the most popular destinations for Chinese tourists (based on online bookings data).
  • The main competitors for Europe outside of Asia are the United States of America (place 8).
  • According to the ETC, circa 10 million Chinese people are travelling to Europe yearly.


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China's expanding middle class, with increasing disposable income, has facilitated a dramatic increase in outbound tourism.

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Chinese citizens who desire to leave the country for private purposes shall apply to the public security organs of the city or county in which their residence is registered. Approval shall be granted except in cases prescribed in Article 8 of this Law.

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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 inspiring reason to visit China is that you can do various experiences, such as enjoy the stunning landscape, explore the Chinese history and culture, taste the incredible Chinese food, visit the famous Great Wall, and take photos with cute giant pandas.

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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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The share of Chinese tourists visiting the European Union each year is marginal, at 1.3%. 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.

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Chinese police install secret surveillance app on tourist's mobile phones | Safe Communities Portugal. An international media investigation has revealed that Chinese authorities secretly install an application on tourists' mobile phones to watch over foreign citizens.

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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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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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