Chinese tourists are increasingly choosing Malta and Portugal as travel destinations for autumn 2023, indicating a growing interest in these European Union countries, according to the Long-Haul Travel Barometer survey conducted by the European Travel Commission (ETC).
France remains the top choice for Chinese travelers, with 47% of respondents including it in their autumn travel plans. Germany is the second most preferred destination, chosen by 23% of respondents. Italy and Denmark share the third spot with 20% each. Austria closely follows at 19%, and Switzerland, Greece, and Finland share the fifth spot with 13% each. Interestingly, Chinese tourists are also showing a keen interest in exploring less common European destinations like Bulgaria, Iceland, Sweden, and Ireland.
In terms of preferences, 40% of Chinese travelers prioritize gastronomy experiences, followed by city life activities at 32%, and nature-based activities, such as hiking, at 29%. Luxury shopping is the least favored activity, with only 17% of respondents choosing it.
When it comes to transportation, the majority of Chinese tourists, approximately 83%, plan to use full-service flights for their travel between European countries, while 29% consider low-cost flights as an option. Train passes are the second choice, with 25% of Chinese travelers selecting this option, while only 7% opt for motorhomes, including campervans and truck campers.
This data reflects the evolving preferences of Chinese travelers as they increasingly explore a broader range of European destinations and activities, aiming for more diverse and culturally immersive experiences.
By fLEXI tEAM