Chinese Tourists Ramp Up European Summer Trips, as Americans Cut Back
Newly cost-sensitive Americans may be hitting the breaks on their big European vacations this summer, but another group is taking up the slack: Chinese travelers. According to a survey about long-haul trips the European Travel Commission (ETC) is publishing on Jun. 10, which was previewed exclusively with Bloomberg, 72% of Chinese respondents say they plan to travel to Europe this summer—up 10% from 2024. The figures reflect the highest demand from Chinese travelers since the pandemic.
That should elicit a sigh of relief for hoteliers, restaurateurs and other business owners across the continent who depend on big-spending foreign tourists. Before Chinese outbound tourism ground to a halt in 2020, it represented a particularly lucrative sector in Europe, with Chinese travelers coming in second to Americans in spending.
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