The primary driver behind this surge is China’s ongoing economic recovery. However, there's also a shift in tourism preferences among Chinese consumers, who are increasingly seeking travel experiences focused on culture, history, gastronomy, and authenticity—areas in which Europe excels. Moreover, interest is not limited to peak summer months: 34% of long-haul travelers surveyed plan to travel in May or June, a notable increase from 24% the previous year. This shift opens new opportunities for European destinations looking to better spread tourism flows throughout the year.
The report also highlights changes in spending patterns. While the proportion of travelers budgeting over €200 per day has declined, the share preparing to spend between €100 and €200 per day has grown to 40%. Dining is expected to be the top spending category (65%), followed by cultural, recreational, and shopping activities, emphasizing a strong demand for authentic local experiences. Transportation budgets have also increased to 41%, reflecting the trend toward multi-destination itineraries.
High travel costs and inflation remain the main barriers to travel, particularly in markets like the United States, Brazil, and Canada. In these countries, nearly half of respondents cite prices as a key factor in postponing or canceling their European travel plans. In contrast, concern over the war between Russia and Ukraine has recently receded, with only 4% of respondents citing it as an obstacle.
In light of this diverse scenario, Miguel Sanz, President of the ETC, emphasizes that in a global context marked by declining consumer confidence, Europe must intensify its efforts to position itself as a top travel destination. Achieving this will require improved competencies, accessibility, the promotion of off-season and less crowded destinations, and the delivery of high-quality, differentiated experiences.
The growing Chinese interest represents a highly valuable strategic opportunity. Heritage cities, traditional artistic hubs, and natural landscapes are all well-positioned to attract this rising demand. Additionally, early spring travel in May and June helps ease pressure on tourism capacity during July and August, leading to more balanced and sustainable visitor flows. Local authorities and operators now have the opportunity to design appealing products that match new traveler interests, such as cultural tours, culinary experiences, personalized visits, and regional cultural immersion.
It is no coincidence that Asia—and China in particular—now holds such significant weight. With rising purchasing power, a demand for cultural quality, and diverse geography, Europe appears highly attractive. However, the responsibility does not lie solely with demand: the European tourism offering must also adapt, making the continent more competitive, affordable, and accessible. This will require close cooperation between public and private sectors to reduce costs, enhance mobility, diversify communication channels, and double down on digital efforts.
In conclusion, although the overall intention to travel to Europe stands at 39%, China’s case stands out with a striking 72% level of interest. This enthusiasm, coupled with a shift toward earlier itineraries and higher average spending, represents a valuable opportunity for Europe to strengthen its appeal and reaffirm its global tourism leadership. The challenge now lies in converting that interest into real bookings, longer stays, and memorable experiences—requiring strategy, innovation, and forward-thinking from destinations.
With this outlook, Europe faces a crossroads: it must continue striving for excellence, improve off-season tourism experiences, and captivate audiences hungry for authentic experiences in a model that blends cultural, gastronomic, sustainable, and distinctive tourism. If these signals are heard and met with smart responses, Europe may solidify one of the most important emerging trends of summer 2025: Chinese tourism as a driver of renewal and growth.
