PARIS, August 11, 2025 — Chinese tourists are set to make a notable return to Europe in the summer of 2025, according to projections, though their spending habits may see a shift.
Chinese Tourists Eye Europe Amid Shifting Spending Habits
Chinese travelers, the world’s highest spenders in tourism, are signaling a potential rebound in European travel for summer 2025.
- Chinese tourists are the world’s biggest spenders, totaling $250 billion last year.
- Shopping is a major draw, with nearly half of Chinese tourists considering it essential.
- Many are seeking items unavailable in China, often focusing on branded goods.
- Regional travel has surged post-pandemic, with neighboring Asian countries seeing increased popularity.
- Europe expects a partial return of Chinese tourists in summer 2025, but with reduced daily spending.
Chinese globetrotters outspent all other nationalities last year, dropping a cool $250 billion on international vacations, according to United Nations data. That hefty sum significantly eclipses the spending of American tourists ($178 billion), Germans ($120 billion), and Britons ($119 billion). This impressive contribution to global tourism mirrors the economic ascent of China itself, with per capita living standards nearly doubling over the past decade, climbing from under $8,000 in 2014 to over $13,000 last year.
For the luxury market, Chinese travelers are a particularly coveted demographic, averaging around $1,000 per day. Shopping isn’t just a pastime; it’s a critical component for nearly half (47%) of Chinese tourists abroad. While not always the sole objective, many find it difficult to travel without it. To that end, over a third (36%) meticulously plan their purchases before departing, 35% exclusively buy brand-name products, and a significant 62% actively seek items not readily available back home in China.
The landscape of Chinese tourism has transformed since the COVID-19 pandemic. Domestic travel has seen a robust increase, and regional tourism is booming, with East and Southeast Asian nations being prime beneficiaries. Chinese travelers are increasingly drawn to closer destinations like Japan, Vietnam, Thailand, South Korea, Singapore, Malaysia, Russia, Australia, and Bangladesh. These locales offer the dual advantages of proximity and, often, visa-free entry policies.
Indeed, as of January 2023, China has inked visa-exemption agreements with Singapore, Thailand, Georgia, and Russia (for group tours). Furthermore, China has relaxed its visa requirements for 15-day stays for citizens of France, Germany, Italy, the Netherlands, Spain, and Malaysia, though reciprocity for Chinese citizens remains limited.
Looking ahead, the European Travel Commission (ETC) anticipates a partial comeback for Chinese tourists in the summer of 2025. This follows a period of decline attributed to elevated travel costs, the war in Ukraine, and geopolitical tensions in the Middle East. Surveys conducted by the ETC in the spring indicate that a substantial 72% of Chinese tourists questioned plan to visit Europe this summer, an increase of 10 percentage points from the previous year.
However, a notable trend is emerging: these returning travelers may temper their spending compared to previous years. Only 29% plan to spend over 200 euros daily, a significant drop of 44% from last summer.
Interestingly, prior to 2010, China welcomed more international visitors than it sent abroad. This dynamic flipped dramatically in the subsequent decade, marked by a surge in Chinese citizens traveling internationally. Data from China’s National Bureau of Statistics reveals that the number of international trips taken by Chinese residents soared from under 60 million in 2010 to 169 million by 2019.
