Chinese travelers ride to the rescue as Europe sees slump in U.S. visitors

Fewer U.S. tourists are traveling to Europe this summer amid perceived fears of anti-American sentiment - but Chinese visitor numbers to the continent are soaring.

A new survey by the EU-funded European Travel Commission (ETC) shows a fall in planned trips by U.S.-based holidaymakers from 40 percent to 33 percent - a drop of almost a fifth.

The Long-Haul Travel Barometer report says the 7 percent decline from 2024 is driven by "rising costs and political concerns, including unease over how the U.S. is perceived abroad, dampening enthusiasm."

The number of people intending to visit Europe specifically has fallen from 41 per cent in 2024 to 39 percent, with other large falls seen among those living in Brazil (6 percent) and Japan (5 percent).

'Standout'

The news will worry Europe's tourism industry, but a silver lining has come from China which the report says "remains a standout." 

It adds: "Driven by economic recovery and a shift in consumer values, 72 percent of Chinese respondents now say they plan to visit Europe this summer, a remarkable percent increase (10 percent) year-on-year."

According to the report "the perception of high costs remains the most cited barrier to travel to Europe, mentioned by almost half of respondents not planning a trip to the region. This marks a significant 7 percent increase from last summer, reflecting growing price sensitivity amid inflation and exchange rate shifts."

By contrast, just four percent of respondents cited the Russo-Ukrainian conflict as a barrier to European travel.

The ETC data found that more than half of Chinese visitors view shopping as a key part of their European vacation, with the majority of Chinese visitors planning to spend between 100 and 200 euros ($114-128) per day.

Disposable income

Earlier this year, the National Bureau of Statistics of China earlier stated that the nationwide per capita disposable income grew by more than 5 percent over the previous year in the first quarter of 2025. 

In other findings, more travellers are choosing to travel earlier in the summer season this year, with interest in May and June increasing from 24 percent in 2024 to 34 percent this year. 

Across all markets, dining remains the top budget priority (65 percent), followed by tourist activities and shopping. 

The Long-Haul Travel Barometer (LHTB 2/2025) is published by the ETC and Europe's rail pass providers Eurail.