Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Luxury

Chinese Tourists Ramp Up European Summer Trips as Americans Cut Back

Increased Chinese demand will buoy hoteliers and restaurateurs across the continent as newly price-sensitive Americans hit the breaks on vacations in Europe.
A view of the Trevi Fountain in Rome, Italy.
Increased Chinese demand will buoy hoteliers and restaurateurs across the continent as newly price-sensitive Americans hit the breaks on vacations in Europe. (Getty Images)
By
BoF PROFESSIONAL

Newly cost-sensitive Americans may be hitting the breaks on their big European vacations this summer, but another group is taking up the slack: Chinese travellers. According to a survey about long-haul trips the European Travel Commission (ETC) is publishing on Jun. 10, which was previewed exclusively with Bloomberg, 72 percent of Chinese respondents say they plan to travel to Europe this summer — up 10 percent from 2024. The figures reflect the highest demand from Chinese travellers since the pandemic.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

In This Article
Topics

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

What Happened at Coperni Owner Tomorrow Ltd.?

The London-based showroom-turned-brand incubator, which also owns Martine Rose, is being sold to Italy’s Andrea Ciccoli. Founder Stefano Martinetto breaks down the move for BoF in this week’s High Margin luxury newsletter.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.