Europe is experiencing a remarkable surge in Chinese tourism, with several countries witnessing a significant increase in visitors from the East. This trend signals a shift in Chinese travel preferences towards slower, more immersive experiences, replacing the fast-paced, intensive tourism of the past.
Croatia, nestled along the Adriatic Sea, has seen a 93% increase in Chinese tourists compared to the previous year. Dubrovnik, Zagreb, and Split are emerging as popular destinations. Albania has also witnessed a significant surge, with a 118.6% increase in Chinese visitors between January and July this year.
This shift towards slow travel is evident in destinations like Giethoorn, often dubbed the “Venice of the North.” Chinese tourists are opting for longer stays, allowing them to fully immerse themselves in the local culture. Similarly, Dinant in Belgium, known for its charming streets and the birthplace of the saxophone, is becoming a popular choice for Chinese travelers.
To cater to this growing demographic, European countries are adapting their services. Dinant has implemented Chinese-language signage and enhanced its presence on popular Chinese travel platforms. The Czech Republic has seen a 125.7% increase in Chinese visitors, aided by the resumption of direct flights between Beijing and Prague. CzechTourism is actively promoting local culture and attractions to Chinese audiences through influencer collaborations.
Finland’s Helsinki Airport has improved its services for Chinese travelers, including Chinese-language signage and payment options like Alipay. Discussions are underway with Chinese airlines to expand flight connections, responding to the growing demand.
Lithuania, previously overlooked by many Chinese travelers, is emerging as a new destination. Vilnius, the capital, is renowned for its well-preserved medieval old town, a UNESCO World Heritage Site. Tour companies are considering adding Chinese-language services. Athens International Airport has also implemented Chinese-language signs and introduced robots that provide services in Chinese, reflecting the increasing number of Chinese tourists.
This surge in Chinese tourism is not just about numbers; it represents a cultural exchange and a shared desire for authentic travel experiences. As more Chinese tourists seek deeper cultural immersion, European destinations are embracing the opportunity to showcase their unique traditions and charm to a global audience.
