Length of stay reveals dynamics in European destinations
by Welcome Chinese
Europe Outbound trends
The length of stay of Chinese travelers to Europe has not been seriously hit by security fears during the last couple of years. The result comes from research commissioned by Welcome Chinese from the marketing intelligence service Global Data, which digs up tourism-related facts and figures, in order to provide our partners with valuable insights.
SPAIN AND GREECE - The first eye-catching element may come as a surprise. Although not among the most popular destinations within Europe, in 2016 Spain held the first place in terms of nights spent, counting 7.5 nights per Chinese visitor on average, with Greece just a fraction below. The two countries are not part of the common itinerary of Mandarin-speaking travelers, thus suggesting a new and rising segment of the market.
POPULAR DESTINATIONS - The segment from 6-7 nights is occupied by more traditional destinations, with one exception. Italy, France, Germany, Switzerland and the UK are all gathered here, but Portugal tops them all, positioning itself at an average of 6.9 nights spent per Chinese visitor. In fact 94,000 Chinese traveled to the Iberian country in 2016, more than tripling 2010 data.
BLAZE IN THE NORTH - Important destinations in Eastern Europe rank just below, while marking a slow and constant growth: Poland, 6.6 nights; Hungary, 6.0; Czech Republic, 4.8. In Northern Europe, last years’ efforts by Visit Finland seem to be paying off, registering 6.7 nights per Chinese visitor on average. The country of the northern lights welcomed 196,000 Mandarin-speaking travelers in 2016, more than Czech Republic (164,000).