(EUROPE) Chinese tourism to Europe is surging in 2025, as relaxed visa rules, better air travel options, and a strong Chinese economy fuel demand. Industry groups report sharp increases this summer, while airlines and governments move to keep routes competitive and safe.
Overview and recent trends
Survey data show 72% of Chinese respondents plan Europe trips in summer 2025, up 10 percentage points from 2024. Central and Eastern Europe draws growing interest, and officials expect continued growth into 2026 if costs stay manageable and policies remain stable.
Key recent developments:
– China fully reopened borders on January 8, 2025 (no quarantine or health code; negative PCR within 48 hours before departure is required).
– Visa-policy improvements on both sides are removing friction and encouraging two-way travel.
– Air travel capacity is expanding unevenly, with Chinese carriers rapidly regaining and expanding route share.
Why the trend is accelerating now
- Visa reciprocity and relaxations
- As of 2025, ordinary passport holders from 38 countries—32 in Europe—can visit China visa-free for up to 30 days.
- Another 54 countries enjoy visa-free transit for up to 240 hours.
- This reciprocity reassures tour operators planning multi-country trips.
- Border reopening
- China’s border reopening eliminated quarantine and health-code requirements; only a negative PCR within 48 hours is required.
- Tourist visas to China remain formally suspended, but authorities indicate easing may come.
- Airline and routing shifts
- Chinese airlines operated 72.2% of China–Europe flights in H1 2025.
- European carriers have cut some routes due to competition, geopolitics, and Russia–Ukraine airspace limits.
- Chinese carriers often use shorter, cheaper paths and restored schedules faster, gaining share.
What the numbers show
- Chinese arrivals to Europe surpassed 4.5 million in 2023, more than double 2022 (though still below pre-pandemic peaks).
- Central and Eastern Europe attracted over 1.7 million Chinese visitors in 2023, indicating a shift beyond classic Western Europe routes.
- High travel costs remain a barrier — nearly half of potential travelers cite price as a deterrent.
How Europe is responding
Tourism boards and cities are shifting strategy from volume to value, focusing on higher-quality engagement and service. Approaches include:
– Supporting Chinese-language services and mobile payment options.
– Developing small-group cultural tours and curated experiences.
– Tailoring products by traveler segment — first-timers, repeat visitors, families, and luxury shoppers — as urged by the European Travel Commission.
Professor Wolfgang Georg Arlt (founder and CEO of COTRI) highlights matching experiences to changing Chinese tastes, which increasingly favor culture, nature, and unique local food.
“Understanding segments matters,” says Professor Wolfgang Georg Arlt.
“Repeat visitors want local neighborhoods and meaningful encounters, not just landmarks.”
Policy signals and airline competition
- European governments are cautiously optimistic but monitor airline market share closely.
- Some capitals favor reciprocal air-rights talks to counter Chinese carrier dominance; no new restrictions are in force yet.
- Officials are evaluating options to keep competition fair, protect consumers, and avoid sudden fare spikes.
On the ground:
– Chinese carriers continue adding frequencies and secondary-city routes.
– European airlines are trimming underperforming services and redeploying aircraft to profitable U.S. or intra-Europe routes, while offering seasonal China flights where yields support them.
– Practical traveler result: more nonstop choices on Chinese airlines and variable availability on European carriers, especially outside major hubs.
Practical effects for travelers
- Booking strategy:
- Chinese airlines may offer more nonstop seats and competitive fares, especially from major Chinese cities.
- If you prefer a European carrier, book early and watch seasonal schedules.
- Visa planning:
- Schengen states still process visas; some consulates report faster appointments and more multi-entry approvals.
- Always check the consulate website for documents and timelines.
- For up-to-date Schengen visa policy guidance, review the European Commission’s official page on “Short-stay visas (Schengen),” which outlines countries covered, fees, and core rules. European Commission — Short-stay visas (Schengen)
- Travel to China:
- Entry is simpler than in 2022–2023: no quarantine or health codes, only a negative PCR within 48 hours.
- Tourist visas remain suspended; apply under business, work, study, or family reunion categories if eligible.
- Check the Chinese Ministry of Foreign Affairs and local consulates for current entry rules.
Quotes from stakeholders
- “We’re seeing strong intent from Chinese travelers for summer and Golden Week,” says an ETC market analyst, noting that price-sensitive groups still hesitate. “Clear visa information and reliable flight schedules are key.”
- “Repeat visitors want local neighborhoods and meaningful encounters, not just landmarks,” says Professor Arlt.
What operators can do now
- Build Chinese-language websites and chat support; use popular Chinese platforms and collaborate with trusted KOLs.
- Offer small, flexible tours that allow free time and unique local options (cooking classes, farm stays, after-hours museum entries).
- Accept major Chinese digital payments and train staff on simple Mandarin greetings and service basics.
These measures increase comfort and encourage repeat business.
Air travel turbulence and risk
Geopolitical factors still affect routing and fuel costs. Detours around closed airspace raise operating expenses for some European carriers, which can push fares higher. Schedule changes are also more common than before 2020. Travelers should:
– Book tickets with flexible change rules.
– Prefer a single ticket for connections to protect missed-flight coverage.
– Buy travel insurance that covers schedule disruptions and medical emergencies.
Policy watch: what may change next
- Possible easing of Chinese tourist visas — authorities have signaled future relaxation, but no date is set. Approval could cause demand to spike during Golden Week and winter holidays.
- EU responses to airline market share — some member states push for balanced air rights; any measures would likely follow consultations to avoid harming demand.
- Cost pressure — if fuel rises or capacity lags demand, fares may climb, slowing growth among budget travelers while premium demand remains steadier.
Case study: Central and Eastern Europe’s rise
- Cities such as Prague, Budapest, Kraków, and the Baltic states are attracting more first-time and repeat Chinese travelers for:
- Shorter lines and lower prices
- Strong cultural offerings
- Regional hotels report more Chinese-language materials and breakfast options tailored to Chinese tastes.
- Day tours increasingly include folklore shows, rural visits, and UNESCO sites.
- This shift helps ease pressure on Western capitals and spreads tourism benefits more widely.
Impacts by traveler type
- Families:
- More direct flights on Chinese carriers make school-holiday trips easier.
- Prices remain a consideration — consider shoulder seasons and weekday departures.
- Students:
- Benefit from steadier flights home and back; keep visa documents handy for reentry checks.
- Confirm residence-permit rules with host-country authorities.
- Businesses:
- Trade fairs and supplier visits resume at scale; book early for peak weeks.
- Secure multi-entry Schengen visas when possible to reduce repeat paperwork.
Official links and where to check updates
- For Schengen visa information: consult the European Commission’s guidance on short-stay visas. European Commission — Short-stay visas (Schengen)
- For China entry rules: check the Chinese Ministry of Foreign Affairs and local consulates.
- Airlines and major airports post schedule changes and travel advisories on their websites.
Analysis and outlook
According to analysis by VisaVerge.com, the combination of visa easing, rising capacity on Chinese airlines, and pent-up demand points to continued growth through 2025. However, costs and policy shifts could change the pace. Travelers and operators who plan early and stay informed will fare best.
Key takeaways:
– Expect strong Chinese tourism flows into Europe through 2025, driven by improved air travel and friendlier visa environments.
– Watch prices and schedules closely; book flexible fares and insure your trip.
– Operators that tailor services (language, payments, curated experiences) will win repeat guests.
– Monitor official updates and be ready to adjust plans quickly if policy or airline capacity changes.
This Article in a Nutshell
