Let\u2019s dive into why this is happening, which countries are winning, and how SMEs can ride the wave.<\/p>\n\n\n\n
Tourism from China to the EU has tripled in ten years Chinese tourists are back, and they\u2019re spending. But when it comes to picking destinations, Europe beats the U.S. hands down<\/strong>.<\/p>\n\n\n\n Why?<\/p>\n\n\n\n Result: Chinese are booking Europe in record numbers, while interest in America stagnates.<\/p>\n\n\n\n France is number one. Nearly 1 in 3 Chinese bookings for Europe<\/strong> go to Paris and beyond. Eiffel Tower, Champs-\u00c9lys\u00e9es, luxury shopping \u2013 Chinese travelers can\u2019t get enough.<\/p>\n\n\n\n \ud83d\udc49 Example: A single Xiaohongshu post about Louis Vuitton\u2019s Paris flagship creates queues of Chinese tourists within weeks.<\/p>\n\n\n\n Italy is exploding with growth: triple-digit increases<\/strong> in inbound from China. Why? Food, art, romance. Florence, Venice, Rome \u2013 each city is a dream destination.<\/p>\n\n\n\n \ud83d\udc49 Pasta-making workshops are fully booked by Chinese families looking for \u201cauthentic Italy.\u201d<\/p>\n\n\n\n Spain doubled Chinese arrivals this year. Barcelona\u2019s architecture, Madrid\u2019s shopping, and Ibiza\u2019s nightlife \u2013 the mix is perfect for younger Chinese travelers.<\/p>\n\n\n\n \ud83d\udc49 On Douyin, short videos of tapas tours went viral, turning small bars into must-visit spots.<\/p>\n\n\n\n Not as flashy, but Germany remains a steady favorite. Berlin\u2019s history, Munich\u2019s beer, and shopping in Frankfurt all appeal to Chinese travelers.<\/p>\n\n\n\n \ud83d\udc49 Bonus: Chinese tourists trust German brands and \u201cquality experiences.\u201d<\/p>\n\n\n\n London used to dominate, but the end of tax-free shopping<\/strong> hurt badly. Chinese luxury buyers are skipping the UK and heading to Paris or Milan instead.<\/p>\n\n\n\n \ud83d\udc49 A Chanel bag in Paris is simply cheaper \u2013 and that matters.<\/p>\n\n\n\n Europe\u2019s rising stars are not just the usual suspects. Romania, Estonia, and Croatia<\/strong> are growing fast.<\/p>\n\n\n\n \ud83d\udc49 Example: A Chinese influencer posted about kayaking in Dubrovnik \u2013 her video reached millions, and bookings followed.<\/p>\n\n\n\n For SMEs, this is huge: you don\u2019t need to be in Paris or Rome to attract Chinese tourists. Secondary cities and smaller countries are now on the radar.<\/p>\n\n\n\n Europe understands two key things:<\/p>\n\n\n\n The U.S. still relies on old prestige (\u201cNew York, LA, Miami\u201d) but offers none of the convenience. Long visa delays, high costs, political tension \u2013 result: Chinese avoid America.<\/p>\n\n\n\n
source EU Report<\/a><\/p>\n\n\n\n![\"\"](\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2025\/09\/Tourist-from-China-Europe.png\")
<\/a><\/figure>\n\n\n\n
\n\n\n\nWhy Chinese Prefer Europe Over the U.S.<\/h2>\n\n\n\n
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\n\n\n\nWestern Europe: The Big Winners<\/h2>\n\n\n\n
\ud83c\uddeb\ud83c\uddf7 France \u2013 The Superstar<\/h3>\n\n\n\n
![\"\"](\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2017\/05\/Chinois-en-France.jpg\")
<\/a><\/figure>\n\n\n\n\ud83c\uddee\ud83c\uddf9 Italy \u2013 The Cultural Magnet<\/h3>\n\n\n\n
\ud83c\uddea\ud83c\uddf8 Spain \u2013 The Rising Star<\/h3>\n\n\n\n
\ud83c\udde9\ud83c\uddea Germany \u2013 Solid and Reliable<\/h3>\n\n\n\n
\ud83c\uddec\ud83c\udde7 UK \u2013 Losing Ground<\/h3>\n\n\n\n
\n\n\n\nCentral & Eastern Europe: The Hidden Champions<\/h2>\n\n\n\n
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\n\n\n\nWhy Europe Wins \u2013 and the U.S. Loses<\/h2>\n\n\n\n
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\n\n\n\nThe Verdict: Who Takes the Crown?<\/h2>\n\n\n\n
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