Overview

• A new ETC survey shows 72% of Chinese respondents plan to visit Europe this summer, up 10 percentage points from 2024 and the highest demand since the pandemic.
• Cost sensitivity is rising among Chinese travelers, with 54% intending to spend €100–€200 per day and only 29% expecting to exceed €200, a 44% drop in big spenders versus last year.
• Just one-third of American respondents plan European trips this summer, a 7% decline from 2024 as high travel costs and local vacation preferences weigh on decisions.
• ETC’s survey of 7,100 long-haul travelers finds planned summer trips from Brazil, Canada and Japan are also falling, though less sharply than in the U.S. market.
• Despite Chinese tourists spending US$251 billion abroad in 2024—surpassing pre-pandemic levels—the World Travel & Tourism Council forecasts a sharp slowdown in global tourism growth in 2025.