Published on
August 17, 2025
By: Tuhin Sarkar
Chinese tourists are once again making Europe their top choice for long-haul travel, leaving the United States trailing behind. France, Spain, Germany, Italy, and Hungary are now among the biggest winners as visitor numbers climb sharply from China. The change reflects more than simple holiday preferences. It is the product of politics, economics, and shifting global attitudes.
The United States has become less appealing for many Chinese travellers, with President Donald Trump’s aggressive tariff policies and sharp rhetoric adding to the unease. Trade tensions have turned what was once a dream holiday destination into a place viewed with caution. For Europe, however, this has been a blessing. The continent’s rich culture, accessible payment systems, and increasingly flexible tourism strategies are drawing Chinese visitors in record numbers.
Data from 2023 and 2024 shows that while recovery has been uneven, Europe’s big tourism powers are regaining their status. Paris, Rome, Barcelona, Berlin, and Budapest are all reporting stronger arrivals from China. Mandarin is being heard again in shopping districts, at museums, and even aboard trains and buses. Luxury brands are welcoming the return of one of their most valuable markets, while hotels are tailoring services to match new demands.
The shift is not just economic—it is symbolic. It shows how geopolitics can steer travel flows and how Europe stands ready to capture opportunities lost by the US. For Chinese tourists seeking history, luxury, and new experiences, Europe has become the first choice once more.
Europe Sees Rising Chinese Visitor Numbers
Europe is welcoming more Chinese visitors this summer. The number of arrivals grew by 13 per cent in the first half of 2025 compared with last year. Tourism boards and businesses are hopeful that this could be the strongest year since the Covid-19 pandemic. In Brussels, Paris, and Rome, Mandarin is now a common sound on the streets. Travel experts say Chinese tourists are filling hotel rooms, visiting landmarks, and spending in shops at levels not seen in years. This is boosting local economies across the continent and creating optimism among European travel operators.YearTop DestinationsKey Highlights2022Italy, Spain, BelgiumRecovery begins cautiously, limited flights; travellers return mainly to classic destinations.2023Italy, Spain, France, Germany, HungaryBorders reopen; demand surges; Paris and Budapest see strong growth.2024Italy, Spain, France, Germany, SerbiaTraditional markets remain strong; Serbia rises sharply as a new favourite due to easier visas and stronger ties.
Why Chinese Tourists Are Choosing Europe
Reports from the European Travel Commission show that 72 per cent of Chinese travellers are now willing to take long-haul trips to Europe. This is well above the global average of 39 per cent. It is also higher than trips planned to the US or Japan, which stand at 33 per cent and 13 per cent. Analysts point to two main reasons. First, China’s economy is showing signs of recovery, which is restoring consumer confidence. Second, there is a renewed desire among Chinese citizens to explore far-off destinations after years of restrictions. Together, these trends explain why Europe has become the most attractive option.
The Trump Factor in Tourism Shifts
Geopolitics is also playing a role in reshaping global tourism. US President Donald Trump’s hard stance on China, marked by new tariffs and a sharp tone, has discouraged many Chinese travellers from visiting America. Experts suggest that this has indirectly benefited Europe. While some Chinese tourists are avoiding the US, they are turning to Europe as a safe, attractive, and culturally rich alternative. Travel officials even joke that “sometimes Trump is good news for us.” This shift highlights how international politics can directly shape tourism flows across continents.
Spending Patterns and Digital Payments
Chinese tourists are also reshaping how business is done in Europe. WeChat Pay transactions across the continent rose by nearly 30 per cent in the first half of 2025. The United Kingdom saw the biggest jump, with a 40 per cent increase. Alipay and WeChat Pay are now widely accepted by transport firms such as Flixbus and Italo trains. Luxury stores like Galeries Lafayette in Paris are even offering special discounts and cash-back promotions through Chinese payment apps. This digital readiness makes it easier for Chinese travellers to spend, boosting both retail and hospitality revenues.
Barriers Holding Back Full Recovery
Despite strong demand, the flow of Chinese tourists into Europe is still not back to pre-Covid levels. Two major hurdles remain. First, visa requirements make it harder for Chinese travellers to plan quick trips. Unlike South Korea, which has offered visa waivers, most European nations still demand lengthy application processes. Second, limited flight connections remain a challenge. Air travel routes between China and Europe have not fully recovered due to the war in Ukraine and broader airline restrictions. These bottlenecks mean Europe could be welcoming far more visitors if travel access were easier.
Competing Destinations Lose Ground
Other global destinations are struggling to attract the same level of Chinese travellers. Japan’s numbers remain weak, with only 13 per cent of Chinese tourists showing interest in visiting. Analysts link this to the weak yen, which has reduced purchasing power and created a less appealing shopping environment. Meanwhile, the US is losing ground due to political tensions. As a result, Europe stands out as the clear winner in 2025. It is attracting both leisure tourists eager for cultural exploration and shopping travellers looking for luxury goods.
Airlines and Tourism Boards Respond
European airlines and tourism agencies are adjusting their strategies to capture this demand. Campaigns targeting Chinese audiences are rising on WeChat, Weibo, and other social platforms. Rail operators and bus companies are offering Chinese-language booking options. Luxury shops are providing special promotions timed with Chinese holiday periods. All these efforts are designed to make Europe more welcoming and to compete for the spending power of this important market. Tourism boards say these steps are vital for long-term growth.
What Europe Must Do Next
Looking ahead, Europe must address structural barriers to secure sustainable growth in Chinese arrivals. Visa reform is a key priority. Simplifying application processes, expanding multi-entry visas, and aligning with digital systems like China’s apps could help. Restoring more direct flight routes is also crucial. Airlines need support to overcome cost and security challenges created by rerouted paths around Russia. Without solving these issues, Europe risks losing momentum despite rising demand. Industry leaders stress that the moment is now to act before competing regions recover.
Where Chinese Tourists Travel Most in Europe: 2022 to 2024
Chinese tourists are once again filling Europe’s cities, museums, and shopping streets. After the long halt caused by the pandemic, their travel choices reveal much about shifting preferences, political winds, and the recovery of aviation. Each year since 2022 has brought different patterns, with some traditional hotspots returning to strength while new destinations rise on the map.
In 2022, recovery was cautious. Travel restrictions were still in place in many countries, and flights were limited. For most Chinese tourists able to visit Europe, the focus was on classic destinations that had been favourites even before Covid-19. Italy, Spain, and Belgium topped the list, echoing pre-pandemic travel flows. Italy drew visitors to Rome, Venice, and Milan with its mix of history, fashion, and cuisine. Spain attracted crowds to Barcelona, Madrid, and the beaches of the Mediterranean. Belgium’s charm lay in its compact size, cultural appeal, and connections through Brussels, which made it an easy entry point. The numbers were not high, but these countries carried the early rebound.
By 2023, the story was different. Borders had opened more widely, airlines restored more connections, and demand surged. Reports from the European Travel Commission and Trip.com highlighted a significant rise in bookings. Italy remained the top draw, proving that cultural depth and heritage retain their pull. Spain also held strong, combining art, food, and sunshine. France saw a major upswing, with Paris once again crowded with Chinese tourists posing under the Eiffel Tower and shopping along the Champs-Élysées. Germany joined the list, driven by business travel mixed with leisure trips to cities like Berlin and Munich. Hungary also emerged as a surprise contender, boosted by Budapest’s appeal as an affordable and scenic city on the Danube. The year marked Europe’s true comeback in long-haul Chinese travel.
In 2024, the landscape broadened further. While Italy, Spain, France, and Germany continued to attract millions, another destination made headlines: Serbia. Figures showed that Chinese tourists, including those from Hong Kong, became the second-largest group of foreign arrivals there. This was a striking shift, placing Serbia above Germany and Bosnia as a source market. Analysts linked the surge to simplified visa policies, closer political ties, and increased flight connections. For many Chinese travellers, Serbia offered new experiences at lower costs compared with Western Europe. It showed that interest was expanding eastward, and travellers were no longer limited to the traditional “golden triangle” of Rome, Paris, and Barcelona.
These changes highlight more than just shifting holiday choices. They point to the resilience of Chinese demand for travel, even amid global uncertainty. They also show how policy decisions, such as easier visas and direct flights, can quickly reshape tourist flows. Europe’s established giants—Italy, Spain, and France—remain central, but smaller nations are learning how to compete. The rise of Hungary and Serbia suggests that Chinese tourists are adventurous, willing to explore beyond the familiar if the journey is made simple and affordable.
Looking at the three years together, a clear trend emerges. In 2022, recovery was cautious, focused on familiar destinations. In 2023, demand widened, restoring Europe’s role as a global tourism magnet. By 2024, the map expanded, with new countries gaining momentum. If airlines and governments continue to ease access, the years ahead may see Chinese travellers spreading across every corner of Europe, reshaping the continent’s tourism economy once again.
The Bigger Picture for Tourism
The surge of Chinese tourists in Europe tells a wider story about how economics, politics, and technology shape global travel. Trump’s tariffs may be bad for US–China relations, but they are good for European tourism. Payment innovations are removing friction and driving spending. Yet policy barriers are slowing progress. If Europe manages to unlock visas and flights, it could once again become the top global destination for Chinese tourists. For now, Europe is enjoying the benefits of this travel wave – but the race for tomorrow’s tourist dollars is still on.
Source: South China Morning Post
