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Massive Return of Chinese Tourists to the European Market

With the end of the COVID-19 pandemic, a rejuvenated influx of Chinese tourists is revitalizing the European tourism landscape.
The global pandemic cast a profound shadow over the tourism sector in recent years, leading to a period of dormancy for European tourist destinations, hotels, and catering. However, as the pandemic comes to an end, a consistent resurgence of Chinese tourists is reigniting the European tourism industry with a renewed sense of optimism.

As reported by Dutch media, the Netherlands saw a remarkable surge in the issuance of tourist visas to Chinese travelers, numbering 5,087 from January to August 2nd—marking a twentyfold increase compared to the corresponding period last year. Likewise, Spanish news source NIUS documented a resounding comeback of Chinese tourists, revealing an astonishing 420% rise in Chinese visits to Spain during the first half of 2023, compared to the same interval last year. Accompanying this notable increase was a staggering 592% surge in spending.

This revival of Chinese tourists not only bodes positively for the tourism industry but also reverberates across other domains. Hotels, restaurants, and shopping centers in popular European tourist destinations are poised to encounter both challenges and prospects. Enhanced income streams and profitability are poised to benefit the transportation, guided tour services, language translation, and healthcare industries.

Europe stands not only as a distinct cultural destination for Chinese tourists, but also as a paradise of shopping, gastronomy, and natural exploration. Their preferences and inclinations are projected to drive continuous innovation in the tourism industry.

Ultimately, the return of Chinese tourists is breathing new life and optimism into the European tourism business. This encouraging progress is certain to ignite creativity and enhance service excellence across various industries, capturing the enthusiasm of Chinese tourists while crafting an unparalleled European journey for their enjoyment.

YabandPay is a Payment Institution licensed (Firm Reference R188633) and regulated by the Dutch central bank (DNB) that can offer European merchants payment methods including WeChat Pay, Alipay, and UnionPay. These payment methods are particularly attractive to Chinese tourists, enabling merchants to access the Chinese tourism market.

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Image: Jose Boon

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