The European Travel Commission monitors Chinese air traveller trends and evaluates the destination performance of 34 countries in Europe. The findings are based on air reservation data from Forward Keys. The first report’s findings show Chinese tourism to Europe is increasing.

In the first four months of 2018, Chinese arrivals in Europe rose 9.5 per cent year over year, with bookings May–August up 7.9 per cent. Europe is gaining market share worldwide, as Chinese tourism numbers worldwide are up 6.9 and 6.2 per cent, respectively.

The leading destinations include Germany and France. By growth, Turkey, Ukraine and Hungary are ahead. Current bookings for July and August show Europe overall ahead 13.3 per cent. Bookings in Central and Eastern Europe are currently 32.5 per cent higher than last year. Chinese bookings for Russia during the World Cup, happening now, were well ahead of last year with a 173 per cent spike for travel last week, the week of June 14, coinciding with Dragon Boat Weekend.

“We firmly believe that monitoring Chinese air travel trends will help the European tourism industry better understand Chinese visitors and enable it to offer them the best experiences,” said Eduardo Santander, executive director, European Travel Commission. “Doing so will reinforce ETC’s and the European Commission’s efforts to secure Europe’s position as the No. 1 tourism destination worldwide.”