Lunar New Year Travel Surge From China Revitalizes Europe Tourism
Beijing, 15 February 2024 – As celebrations rang in the Lunar New Year, eager Chinese travellers headed abroad in numbers not seen since pre-pandemic times. The holiday surge signals a rebound for Europe’s tourism industry, as Chinese visitors returned en masse to ring in the Year of the Rabbit.
Data from Oxford Economics predicts Chinese outbound trips in 2024 will double compared to 2023, reaching 80% of 2019 levels. This resurgence comes as COVID restrictions ease and pent-up demand is unleashed. Eager to reconnect with the world, Chinese consumers made Europe a top Lunar New Year destination. Dazzled by the continent’s history, culture, and shopping, holidaymakers packed flights to make up for lost time.
The European Travel Commission estimated about 700,000 Chinese visitors arrived in Europe this Lunar New Year. Major hubs like Paris, Milan, and Prague rolled out festive welcomes targeting Chinese vacationers.
With China’s sizable outbound market re-opening, European economies stand to benefit greatly. Pre-pandemic, the Chinese made nearly 150 million trips abroad annually and spent $277 billion.
Now, Eurozone countries hope the Lunar New Year momentum carries through 2023. According to Jesper Palmqvist of STR, a global hotel data firm, “The January and February results will set the tone for the full year.”
As the Year of the Rabbit dawns, Europe’s tourism sector sees light after three arduous pandemic years. Hospitality businesses are gearing up for continued growth in Chinese demand. With borders fully open, cultural treasures to discover and local welcomes, Europe is ready to embrace Chinese travellers and reclaim its position as a favoured global destination.
