Italy welcoming Chinese tourists at pre-pandemic levels

Italy's National Tourism Board says there's been an impressive return of Chinese travelers this summer, with numbers bouncing back to pre-pandemic levels.

New data shows that the average Chinese tourist is also spending more money while in Italy.

‌Luca Rocconi has been a tour guide in the Eternal City for 12 years, and in that time, he's worked with travelers from around the world - but he says Chinese tourists have a particular appreciation for Rome's history and culture.

"I try to give the tour from a Chinese perspective because we also have some similarities, we had the Roman empire, and they had the Chinese Empire," Rocconi tells CGTN. "It's interesting for them."

‌Among his clients are 19 Chinese students on a two-week trip around Italy. Their teacher, April Li, says it's an enriching experience on many levels: "I can experience Italy with the students, and we can also discuss a lot of the history and the technology and why we should visit these ancient ruins in current times."

‌Milly is among the students in the group and says the food is a highlight: "The ice cream is very delicious, it's much better than what I eat in Hong Kong." 

They're among an increasing number of Chinese visitors to Italy this summer. Nan Pu is in Rome with his wife and says he's extremely impressed with the Italian hospitality, in addition to the sites such as the Vatican Museum and the Spanish Steps.

‌"Both Italians and Chinese are friendly and warm," he tells CGTN.

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‌According to China's travel site Ctrip, there's been a 150 percent rise in bookings. The president of the Italian National Tourism Board, Alessandra Priante, says it signals a return to pre-pandemic numbers.

"We are confirming that the Ctrip data is absolutely correct, and our estimates are 111 percent higher than in previous times, so we are very happy."

All five airlines that operated flights between the two countries before COVID have re-established their routes and the most popular destinations are Rome, Venice and Florence.

‌New Global Blue figures show that Chinese tourists are also playing an increasingly important role in Italy's retail market and the big spenders are the younger generations.

‌Priante says that Chinese travelers now spend an average of $2,800 per person, with more than half spent on fashion.‌

"Millennials are increasing how much they buy and 68 percent of shoppers are younger than they used to be, so we're thrilled," she says.

With preparations in full swing for the Catholic Church's Jubilee Year in 2025, Italy hopes to attract Chinese visitors of all ages.

"What I'm encouraging is that we really start catering for Chinese tourists," says Priante, "so that they feel completely immersed in our beautiful history and our beautiful culture."