The Must-See European Hotspots: Unveiling the Top Destinations for Chinese Tourists

Chinese tourists in Europe often visit popular destinations such as Paris, London, Rome, Barcelona, and Prague. They are attracted to iconic landmarks, cultural experiences, luxury shopping, and renowned historical sites.

Complete answer

Chinese tourists visiting Europe have a wide array of destinations to choose from, as this diverse continent offers a multitude of attractions. From the romantic streets of Paris to the historical sites of Rome, these tourists have plenty of options to satisfy their wanderlust. Let’s explore some popular destinations, interesting facts, and an inspirational quote that shed light on where Chinese tourists go in Europe.

  1. Paris, France:

Known as the “City of Love,” Paris is a favorite among Chinese tourists seeking a romantic European getaway. Iconic landmarks like the Eiffel Tower, Louvre Museum, and Notre-Dame Cathedral draw millions of visitors each year. The city’s elegant boulevards, world-class shopping, and delectable cuisine make it a dream destination for many.

  1. London, United Kingdom:

London’s rich history, cultural diversity, and iconic attractions make it a top choice for Chinese tourists. From the grandeur of Buckingham Palace to the vibrant atmosphere of Covent Garden, London offers a mix of tradition and modernity. Exploring world-class museums like the British Museum and experiencing the quintessential British traditions, such as afternoon tea, add to the allure.

  1. Rome, Italy:

Rome’s ancient ruins, breathtaking architecture, and mouthwatering cuisine grant it the status of an eternal destination. The Colosseum, Vatican City, and Trevi Fountain are among the highlights that Chinese tourists can’t resist. Indulging in authentic Italian gelato, strolling through charming cobblestone streets, and enjoying panoramic views from the Spanish Steps create memories to last a lifetime.

  1. Barcelona, Spain:
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Barcelona’s unique blend of Catalan culture, stunning architecture, and vibrant atmosphere captivates Chinese tourists. From marveling at Antoni Gaudí’s masterpieces like the Sagrada Familia and Park Güell to indulging in delicious tapas at the lively Boqueria Market, Barcelona offers a rich cultural experience. The city’s sunny beaches and exciting nightlife also contribute to its popularity.

  1. Prague, Czech Republic:

Prague’s fairy-tale charm and well-preserved historic sites entice Chinese tourists seeking a magical European adventure. The Prague Castle, Charles Bridge, and Old Town Square with its astronomical clock showcase the city’s rich heritage. Exploring the winding streets of Prague’s picturesque neighborhoods and enjoying a traditional Czech beer add to the allure.

Interesting facts:

  • According to the European Travel Commission, Chinese travelers accounted for over 18 million nights spent in Europe in 2019, making them one of the largest tourist groups.
  • Chinese tourists are known for their interest in luxury shopping, and Europe offers renowned shopping destinations like the Champs-Élysées in Paris and Oxford Street in London.
  • The rise of social media platforms has contributed to the popularity of European destinations among Chinese tourists, as sharing travel experiences and photos on platforms like WeChat and Weibo influences others to visit these locations.

In the words of renowned explorer and travel writer, Freya Stark:

“The first requirement of civilization is that people should have a place, a city or country they look up to, admire, are inspired by, inspire others to create better; and I think that Rome is that place.”


Destination Key Attractions
Paris, France Eiffel Tower, Louvre Museum, Notre-Dame Cathedral
London, UK Buckingham Palace, British Museum, Covent Garden
Rome, Italy Colosseum, Vatican City, Trevi Fountain
Barcelona, Spain Sagrada Familia, Park Güell, Boqueria Market
Prague, Czech Republic Prague Castle, Charles Bridge, Old Town Square
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Indeed, Chinese tourists are drawn to the enchanting allure of Europe’s iconic landmarks, cultural experiences, luxury shopping, and renowned historical sites. As Freya Stark’s quote suggests, these destinations inspire awe and admiration, leaving a profound impact on the hearts of these visitors.

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Europe is preparing for the return of Chinese tourists after the pandemic, with operators confident that the recovery will happen progressively after widespread vaccination. Chinese travelers now seek to make the most out of their trip and have developed preferences for flower tourism, visiting lavender farms in France and tulips in the Netherlands. They are also interested in tailor-made and niche offerings, as well as exploring lesser-known sites. Digital technology, especially WeChat, is playing a crucial role in promoting destinations to Chinese tourists. The tourism market is expected to gradually recover by next spring and summer, with a full recovery projected by 2023.

Other answers to your question

In 2019, 13 million Chinese tourists came to the EU. Italy is by far the most popular country for Chinese tourists, followed by Spain and Belgium. In 2019, nearly 3.2 million Chinese tourists came to the country of ‘la dolce vita’, accounting for 2.4% of all tourists that year.

France was the most visited European destination for Chinese tourists – probably to some degree due to the country winning the World Cup. The top 10 European Cities were: Paris, Rome, Prague, Moscow, Interlaken, Vienna, Florence, Venice, Budapest and Barcelona.

The top 10 emerging destinations for Chinese tourists, as identified in the report, are Ireland, Croatia, Russia, Denmark, Greece, Estonia, Albania, Ukraine, Montenegro and the Czech Republic.

Traditional destinations still remain a big draw for Chinese tourists with the most-visited European countries including Russia, Italy, Britain, Germany, France and Spain. It is also worth noting that some other countries are getting increasingly popular among Chinese tourists partly because of a preferential visa policy.

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