A recent study reveals that the interest of Chinese travellers in visiting Europe has grown by nine per cent compared to the previous year. In 2024, a remarkable 83 per cent of Chinese respondents expressed their desire to explore European destinations, a significant jump that may be driven by improved flight availability between China and Europe.
France continues to be the top choice for Chinese tourists, with 37 per cent of those surveyed planning to visit the country. Italy follows with 29 per cent, and the United Kingdom ranks third, attracting 23 per cent of potential travellers.
When it comes to activities, cultural and heritage exploration remain the most popular choices for Chinese tourists. This trend holds for both first-time and repeat visitors, highlighting a consistent preference for experiencing Europe’s rich history and traditions.
Other nationalities show varying levels of interest in European travel. Brazilians maintain similar travel intentions to last year, with 48 per cent planning to visit Europe in the last quarter of 2024. Meanwhile, Canadians and Australians show less enthusiasm, with 39 per cent of Canadians and 33 per cent of Australians indicating plans to travel to the European Union by the end of the year.
The rising interest from Chinese travellers, alongside steady interest from other global tourists, suggests that Europe remains a prime destination for cultural exploration and international tourism.