Connectivity limits tourism from China to Europe

23-03-24

The Asian giant, China, with a population of 1.41 billion and an ever-expanding middle class, presents itself as a tourist outbound market of immense potential. This potential is reflected in the 5.97 billion domestic trips recorded in 2019, highlighting the Chinese penchant for tourism. However, despite these impressive numbers, only 155 million Chinese chose international destinations that same year, highlighting the challenge of attracting this high average spending traveler profile.

While the countries closest to China seem to have the upper hand in this competition, European and North American destinations are struggling to capture a more significant share of this lucrative market. According to the trade journal Skift, limited air connectivity has been identified as a "persistent obstacle" hindering the influx of Chinese tourists to the West, a problem that intensified in the aftermath of the COVID-19 pandemic.

Germany, the United States, the Netherlands and the United Kingdom, among others, have not yet managed to restore the number of flights operating prior to the health crisis. Factors such as geopolitical tensions between the West and Beijing, as well as airspace restrictions, such as the ban on overflying Russia, are some of the main challenges they face in increasing or even restoring air operations.

Ralf Ostendor, director of market management at Visit Berlin, stresses the importance of increasing direct flights and improving connectivity. "We really need more direct flights and connectivity," he says, projecting optimism about a possible recovery towards the end of this year or in 2025.

In 2019, Spain welcomed 700,000 Chinese tourists, consolidating its position as one of the traveler profiles with the highest spending per person, reaching €2,400, and with an average stay of 7.8 days. Spain currently has six direct flights from China to Madrid, from cities such as Beijing, Shanghai, Hangzhou, Wenzhou, Chongqing and Hong Kong, and three to Barcelona, from Beijing, Hong Kong and Shenzhen.

This analysis underscores the urgency of strengthening the air infrastructure between China and Western destinations to capitalize on China's tourism potential. Improved connectivity would not only facilitate the flow of tourism but also strengthen cultural and economic ties between these regions. In the face of the post-pandemic recovery and current geopolitical challenges, European destinations are called upon to adopt innovative strategies to overcome connectivity obstacles in order to attract more Chinese tourists and take advantage of their remarkable spending power.

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