2024-11-10
October 31, at the WTA·Xianghu Dialogue 2024 in Sanya, Hainan, Mr. KÖNNYID László, CEO of Hungarian Tourism Agency, delivered a keynote speech on "Trends and Outlook of China-Europe Tourism". Below is a summary of the key points discussed.
We are delighted to witness the encouraging growth in tourist exchanges between China and Europe. As the current Presidency of the Council of the European Union, Hungary recently hosted the Europe-China Tourism Dialogue in Budapest. This platform allowed tourism professionals from both regions to exchange ideas and ignite inspiration, fostering our shared aspiration for more mutual visits in the future.
In recent years, the significance of tourism for economic growth has become increasingly evident. To achieve sustainable growth, we need to implement a range of strategic measures. From a practical standpoint, the EU remains optimistic about the future of tourism. Statistics reveal that the EU’s tourism industry is thriving, with 3 billion overnight hotel stays and an occupancy rate of 60% across its 27 member states in 2023, nearly reaching 2019 levels. Key destinations like Spain, France, and Italy have seen large numbers of Chinese tourists returning.
Given this promising outlook, the importance of holding the Europe-China Tourism Dialogue at this time cannot be overstated. A striking reality is that while local tourism within the EU has recovered to nearly pre-pandemic levels, international visitor numbers still stand at only half of what they were before the pandemic. China is a vital source market for the EU, and EU destinations remain highly attractive to Chinese travelers. Data from 2019 and 2023 show that approximately 75% of Chinese tourists chose EU countries, with Italy, Spain, Germany, France, and Switzerland ranking as their top destinations in 2023. The influx of Chinese tour groups offers a valuable opportunity for EU countries to explore emerging destinations and enhance promotion to Chinese visitors. However, some issues need attention, such as visa policies, which can pose challenges for Chinese travel agencies in organizing tours to Europe.
It is also worth noting that flight connectivity between China and Europe requires further improvement. In 2023, only Portugal and Hungary recorded passenger numbers surpassing 2019 levels, with other EU countries yet to reach pre-pandemic figures. Germany, Italy, and France remain the primary drivers within the EU, with Italy showing remarkable recovery, with passenger numbers nearing 50% of 2019 levels. Despite this progress, the market potential remains immense. We should continue working together to further the recovery and growth of tourism between China and Europe, encouraging airlines and relevant stakeholders to strengthen air connectivity.
Over the past year, several trends have emerged in the European tourism market. First, the number of independent travelers is on the rise, gradually surpassing traditional group tours. This shift, coupled with longer stays at destinations, is a positive sign for local tourism. Second, new destinations are gaining popularity, enhancing the appeal of some countries. Hungary, for example, now offers seven direct flights to China each week, with 21 flights in total, catering to the increasing number of Chinese visitors. Third, the demographic of Chinese tourists is evolving, with a growing percentage born after 2000. Many young Chinese travelers are choosing Europe, urging travel agencies to develop more products suited to their interests. Fourth, sustainability has become a priority for Chinese tourists, who increasingly prefer eco-friendly, energy-efficient, and low-carbon travel options. Fifth, technology is transforming consumer habits, with more tourists booking holidays through digital platforms. Sixth, the influence of local cuisine is growing. Previously, Chinese tourists often sought Chinese restaurants while traveling abroad, but this trend has shifted, with many now eager to experience authentic European cuisine and local dining culture. Seventh, family tourism is on the rise, as more people choose to share travel experiences with their loved ones. Eighth, cultural events are gaining popularity and drawing visitors, with locally crafted souvenirs also becoming highly desirable. Ninth, educational travel is emerging as a preferred option, now ranking among the top travel categories in several regions. This trend is particularly prominent among young Chinese travelers, many of whom are university students eager to explore Europe and experience the diversity of global cultures.
In summary, new trends are shaping Europe-China tourism. Both regions should move forward hand in hand, implementing diverse and effective measures, with a primary focus on expanding air connectivity. By continuously improving the tourism environment, we can strengthen bilateral tourism cooperation and look forward to a promising future for travel between China and Europe.