Given that Europe is already considered a prestigious destination by Chinese travellers, the region is well placed to turn potential into numbers by tying relationships with local tourism boards and working closely with Chinese partners.
In addition to its culture, history, shopping and attractions, Europe is also a very popular destination for honeymooners. Overall, Chinese travellers in Europe totaled 4.3 million in 2011, up 18%. According to research published by the European Travel Commission (ETC) in 2012, the honeymoon market presents an enormous opportunity for Europe as well as industry suppliers, given travel restrictions in the 1990s and 2000s kept Chinese travellers from taking an original honeymoon trip to dream destinations.
Given that Europe is already considered a prestigious destination by Chinese travellers, the region is well placed to turn potential into numbers by tying relationships with local tourism boards and working closely with Chinese partners (including hotels, airlines and travel agencies), not only to reach travellers, but to understand travel trends. With growing internet and mobile penetration rates, digital marketing and social networks are also an important means of reaching Chinese travellers.
And, once Chinese travellers have arrived in Europe, it is important to execute their trip well. Mandarin-speaking staff and increased Chinese language signage go a long way in making Chinese travellers feel welcome.
A fail to minimize the language barriers or even to target luxury Chinese honeymooners, who are willing and able to pay the high costs involved in an European trip, could present as a major obstacle to attract such potential target market.
European hotspots
Aside from domestic destinations like Lijiang and Xiamen as well as other Asia Pacific destinations like The Maldives, Fiji, Malaysia and Thailand, the ETC study pointed out that Europe ranks high in the list of dream destinations for honeymooners, with Greece, Italy, France and Turkey at the top the other top European destinations.
However, Euromonitor data shows that France remains the perennial favourite for actual Chinese visitors mainly due to its “city of love” status, chalking up over 1 million arrivals in 2011. But, Spain and Italy have seen the highest growth in popularity.
Chinese Arrivals to Top Ten European Countries 2011 | ||||
Country | Arrivals from China (‘000s) | % Growth | Inbound spending by Chinese travellers (US$ million) | % Growth |
France | 1,020.0 | 12.1 | 503.4 | 16.5 |
Germany | 638.3 | 25.0 | 822.5 | 21.8 |
Russia | 685.0 | 10.7 | 591.3 | 2.5 |
Switzerland | 304.2 | 28.7 | 335.8 | 3.2 |
Spain | 198.0 | 94.1 | 485.8 | 15.0 |
Italy | 261.0 | 75.2 | 184.6 | 0.2 |
Austria | 181.7 | -0.3 | 150.7 | 5.5 |
United Kingdom | 149.8 | 9.5 | 488.5 | 20.2 |
Turkey | 107.9 | 25.9 | 57.5 | 23.1 |
Sweden | 105.1 | 7.0 | 284.8 | 10.0 |
Source: Euromonitor International |
Visa requirements to Europe
Chinese nationals only need a visa for the Schengen area to travel to the 25 Schengen countries. The UK is not part of the Schengen zone, so Chinese tourists need to obtain a second visa for the UK, which deters a stop there on multi-country tours. This is a big loss for such a popular destination in Europe.
China is the future
By 2016, over 7 million Chinese travellers are expected to go to Europe. This represents a 70% volume increase from 2011. The growing popularity of European destinations amongst the Chinese provides an opportunity for the European travel and tourism industry to grow specialist holidays such as the arranging of honeymoon trips with exclusive photo sessions at romantic spots.
Nevertheless, it is important not to forget that European countries face a great deal of competition for Chinese honeymooners from China itself and other Asian destinations. It is therefore important for European countries to market Europe in China in order to build on its prestigious reputation and to inspire Chinese honeymooners to travel to the region. The offering of all-inclusive packages emphasizing the cultural aspects not present in destinations in Asia is a smart way to do so.
Lisandra Minussi is a Consulting Analyst for Euromonitor Inrternational.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.