Transforming Chinese Tourism: from luxury to authentic experiences in Europe

20-06-24

Chinese tourism has undergone a significant transformation, moving away from a focus on luxury to a deeper appreciation for authentic experiences. This shift is reshaping the tourism industry in Europe, with a considerable increase in the number of Asian tourists projected by 2025, according to Huawei.

Traditionally, Chinese tourists have been known for their penchant for luxury, seeking prestigious branded products and high-end experiences. However, current trends indicate a shift toward seeking authenticity and cultural immersion. These tourists now place more value on experiences that allow them to learn about the local culture, history and craftsmanship of the places they visit. This shift reflects a growing desire for genuine and unique experiences, moving away from superficial, mass-consumption tourism.

Huawei suggests several strategies to attract and retain these new Chinese tourists. One of the key recommendations is deep cultural connection, which goes beyond simple translations of promotional material. Destinations should strive to create experiences that resonate with the cultural values and expectations of Chinese tourists. This could involve collaborations with local artists and artisans to offer workshops and demonstrations, or the inclusion of tour guides who speak Mandarin and are well versed in Chinese culture.

Technology plays a crucial role in this transformation. Huawei stresses the importance of using mobile apps and artificial intelligence to attract these premium tourists. Micro-segmentation is a vital strategy, allowing tour operators to identify and target specific niches within the Chinese market. For example, younger tourists may be more interested in adventure experiences, while older tourists might prefer historical and cultural tours.

Mobile apps can be used to provide personalized, real-time information, special offers and recommendations based on tourists' individual preferences. In addition, artificial intelligence can help analyze large volumes of data to identify trends and patterns, allowing destinations to tailor their offerings accordingly.

One of the main goals of the recommended strategies is to extend the stay of Chinese tourists in Europe. Traditionally, these tourists tend to visit multiple destinations on relatively short trips. However, by offering richer and more meaningful experiences, destinations can incentivize tourists to stay longer in one place. This would not only increase overall tourist spending, but also contribute to a better distribution of the economic benefits of tourism in local communities.

Despite the opportunities presented by this transformation, there are also significant challenges. Destinations must be able to adapt quickly to the changing preferences and expectations of Chinese tourists. This requires continued investment in training and capacity building, as well as close collaboration between the public and private sectors.

In addition, it is crucial to address language and cultural barriers that may exist. Providing services in Mandarin, from tour guides to restaurant menus and signs, is essential to creating a welcoming environment for Chinese tourists. Cultural awareness and empathy are also critical to ensure that tourists feel valued and respected.

Chinese tourism is in the midst of a transformation from luxury to authenticity, presenting both challenges and opportunities for European destinations. By focusing on cultural connection, authenticity and the use of advanced technology, destinations can attract and retain these tourists, thus maximizing economic and cultural benefits. The key is to understand and adapt to the new preferences of Chinese tourists, creating a unique experience for them.