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.