2024-07-15
Mr. Miguel SANZ, President of the European Travel Commission, delivered a keynote speech titled “Chinese Tourism in Europe:The Past, Present and Future” successfully held in Budapest, Hungary. Below are the key points from his speech.
Tourism has long been a key driver for peace and prosperity. In 1948, the European Travel Commission (ETC) was founded post-World War II with the aim of promoting development, peace, and prosperity in Europe. Today, this mission remains as relevant as ever. Europe and China share a long history of friendly exchanges, and people from both regions are eager to deepen their understanding of each other. We hope that tourism can truly fulfill its role in promoting recovery and development between China and Europe.
Tourism is a foundational industry in the global economy, contributing over 10% to the global GDP and accounting for approximately 11% of global employment. However, tourism is a complex ecosystem where every sector—from transportation and hotels to airlines—plays a crucial role in ensuring a positive travel experience. Therefore, tourism development requires support from governments, international organizations, and all industry sectors.
Europe is the world’s top travel destination, attracting 54% of all international trips. The continent boasts over 500 UNESCO World Heritage sites, the highest number globally, and is the most interconnected region, with local and regional airports handling about 50% of international arrivals. In 2023, international tourism revenue reached $1.5 trillion, with Europe generating the highest tourism income. Europe is now striving to be a leader in sustainable tourism, driving economic, social, and environmental sustainability. Several initiatives are already in place. For instance, Turkey plans to certify all its hotels as sustainable by 2030. Visit Finland has created an online course to help businesses improve their sustainability practices, offering certifications and incentives to those who complete the program.
China’s significance to European tourism and the economy is substantial. In 2019, Chinese tourists accounted for 13% of all long-haul travel to Europe, with this figure reaching 46% in some regions. Chinese tourists also contribute significantly to tourism spending in Europe, often spending more than other international visitors. Notably, Chinese tourists are deeply interested in European culture and heritage. Promoting cultural exchanges between Europe and China is crucial for fostering tourism and business activities. As more major Chinese travel agencies include European destinations in their portfolios, it becomes increasingly convenient for Chinese tourists to visit Europe.
The ETC has been a pioneer in EU-China tourism cooperation. In 2011, we established a China Chapter, comprising all European national tourism organizations with offices in China, to serve as ETC’s crucial link in the Chinese market. This collaboration has resulted in various initiatives, including participating in major travel exhibitions. In 2018, ETC, the European Commission, and the Ministry of Culture and Tourism of the People’s Republic of China celebrated the EU-China Tourism Year (ECTY) with an ambitious 16-month program showcasing Europe’s best destinations and experiences to Chinese tourists.
The future of EU-China tourism cooperation is bright. ETC’s latest Long-Haul Travel Barometer indicates that Europe is the top travel destination for 62% of surveyed Chinese travelers this summer. This trend presents significant business opportunities. Notably, a new generation of Chinese tourists is emerging, characterized by a heightened interest in sustainability and personalized experiences. This trend provides an opportunity to build a more responsible and equitable tourism industry in Europe, benefiting both European and Chinese businesses and fostering deeper cultural exchange.