Chinese tourists in Europe are choosing less-touristy spots and embracing slower, more immersive travel experiences this summer.
As Chinese tourists return to Europe in growing numbers, a shift in travel preferences is becoming evident. This summer, rather than flocking to traditional tourist hotspots, many Chinese visitors are choosing lesser-known destinations and embracing a slower, more immersive style of travel.
One of the standout destinations this year has been Croatia, where the number of Chinese tourists has surged. By August 21, 96,700 Chinese tourists had visited Croatia, marking a 93 percent increase compared to the same period last year. Kristina Mamic, Director of Corporate Communications at the Croatian National Tourist Board, highlighted that popular spots like Dubrovnik, Zagreb, and Split have seen a significant influx of Chinese visitors. Although overall numbers have not yet reached pre-pandemic levels, the trend is promising.
Albania is another country gaining traction among Chinese travelers. With 13,000 Chinese tourists visiting between January and July 2024, the country has seen a remarkable 118.6 percent increase in Chinese arrivals. According to Chen Shuo, a tour guide from Sky Tour Shpk in Tirana, the rise in popularity is due to Albania’s rich cultural history and affordability.
Chinese tourists are also showing a preference for slow travel, opting for longer stays and deeper cultural immersion. In the Dutch village of Giethoorn, often referred to as the “Venice of the North,” Chinese visitors are increasingly staying for extended periods and engaging more with local customs and traditions. Gabriella Esselbrugge, a local tourism promoter, noted that most Chinese tourists now travel independently, favoring a more relaxed pace.
Similarly, the picturesque town of Dinant in Belgium, known for its scenic views along the Meuse River and its status as the birthplace of the saxophone, has seen a rise in Chinese visitors. In response, the town has introduced Chinese-language signage and increased its visibility on Chinese travel platforms. Yang Junwei, owner of Restaurant China Town in Dinant, has observed a significant increase in Chinese tourists in recent years.
The Czech Republic has also experienced a substantial increase in Chinese tourism, with a 125.7 percent rise in visitors this year. The resumption of direct flights between Beijing and Prague has played a significant role in this growth. Frantisek Reismuller, director of CzechTourism, noted that tourism in the country has returned to pre-COVID levels, with Chinese influencers being invited to showcase local culture and attractions to a broader audience.
In Finland, Helsinki Airport has enhanced its services for Chinese travelers, including the introduction of Chinese-language signage and the acceptance of popular Chinese payment methods like Alipay. Nelli Koskimaki, a media representative for Finavia, confirmed that negotiations are ongoing with Chinese airlines to expand flight connections in response to increased demand.
Lithuania, previously overlooked by many Chinese tourists, is now emerging as a new destination of interest. The capital city of Vilnius, with its well-preserved medieval old town, a UNESCO World Heritage Site, is gaining popularity. Local tourist companies are considering the introduction of Chinese-language services to cater to this growing market.
Even in Greece, Athens International Airport has adapted to the increasing influx of Chinese tourists by adding Chinese-language signs and introducing robots that provide services in Chinese.
As Chinese tourists continue to explore Europe, the shift towards less-touristy destinations and slow travel is shaping the future of tourism across the continent. European countries are responding by enhancing services and adapting to the evolving preferences of Chinese travelers, ensuring a more personalized and culturally rich experience.
George is the News Feed Manager, Content Creator, and Social Media Manager at the TravelDailyNews network of online newspapers. At the same time, he is completing his studies in the Department of Business Administration at the Athens University of Economics and Business.
