The Paris 2024 Olympics has triggered a surge in Chinese tourists traveling to France and Europe, boosting bookings and economic opportunities.
The Paris Olympics has sparked an upsurge in Chinese tourists traveling to France and other European countries. According to China‘s online tourism platforms, there has been a notable increase in outbound travel bookings recently.
Data from Ctrip, China’s leading online travel agency, reveals that bookings for Chinese tourists traveling to Paris during the Olympics (July 26 to August 11) surged by 114 percent year-on-year. Hotel bookings in Paris rose by 194 percent, while car rental bookings in France increased by 126 percent.
Tongcheng travel platform also reported significant increases. In the first week after the Olympics began, flight bookings from major Chinese cities to Paris increased by over 150 percent, and downtown hotel bookings in Paris skyrocketed over fourfold year-on-year.
Driven by the Olympics, Europe’s travel boom among Chinese tourists is evident. During the event, Ctrip noted a 143 percent year-on-year increase in hotel bookings across Europe by Chinese tourists. Chartered travel bookings in Europe rose by 68 percent, with popular destinations including France, Germany, Italy, and Spain.
Tongcheng’s data echoed this trend, highlighting the Olympics’ impact on travel to France and other European destinations, with England, Budapest, Catalonia, and Lazio being popular among Chinese visitors. The Paris Olympics has extended the travel boom initiated by the UEFA EURO 2024 football championship. France and Germany have become top European destinations for Chinese outbound travel, with booking volumes more than doubling compared to last summer.
To meet the growing demand, several airlines have launched new flight routes to Europe. China Eastern Airlines added 16 round trips of “Olympic flights” between Shanghai and Paris. Junyao Airlines and China Eastern Airlines introduced direct flights from Shanghai to Brussels, Manchester, and Marseille.
According to China’s flight travel app Umetrip, flight bookings to France from July 24 to August 11 grew by about 1.1 times year-on-year, while bookings to Europe increased by about 89 percent. Qunar, an online travel service provider, reported a 2.4 times increase in international flight bookings to Paris during the Olympics compared to the previous year.
The tourism boom is mutual, with more French tourists visiting China. Ctrip data indicates a 72 percent year-on-year increase in bookings for inbound tourists from Paris during the Olympics. Popular Chinese destinations for French tourists include Shanghai, Beijing, Guangzhou, Xiamen, Chengdu, Wenzhou, Wuhan, Nanjing, Shenzhen, and Kunming.
A research report by Minsheng Securities highlights the rapid recovery of international flights and the broader scope of visa-free countries as key factors in the extended travel radius for Chinese citizens this summer. Both inbound and outbound tourism markets are thriving, with the Olympics heralding a new wave of tourism to France and Europe. The report suggests investors focus on the outbound tourism opportunity, including popular travel agencies and OTA platforms.
The Olympics has also created new business opportunities. Top-tier consumer companies are leveraging the Olympic economy to explore the European market. Hong Kong-listed Pop Mart opened its Louvre store on July 27, marking a milestone in its European strategy. Chinese e-commerce giants, such as Alibaba, are also capitalizing on the Olympic craze with special promotions to aid Chinese sellers in the European market.
The Olympic economy has boosted sports consumption in China. Online trading platform VIPShop reported that keywords like “Olympics” and “Olympic style” are trending. Sales of off-road running shoes, quick-drying T-shirts, sports polo shirts, and kids’ sunscreens have doubled. Brands like New Balance saw sales increase by over 200 percent year-on-year, with Xtep, Under Armour, FILA, and Anta also experiencing significant growth.
Yongxing Securities states that the Olympic Games drive sportswear consumption. With numerous Olympic delegations partnering with Chinese brands, the Olympic effect is expected to yield sustainable benefits. Major world sports events in 2024 are anticipated to lead to high-quality growth for sportswear brands.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
