#EuropeTravel

Europe is seeing a renewed wave of Chinese travellers this summer, driven by strong outbound demand from China and weakening interest in the United States, and analysts are asking whether US policy under President Donald Trump helped redirect that traffic. The European Travel Commission reports a sharp rise in Chinese intent to visit — 72 per cent of Chinese respondents say they planned to travel to Europe for the May–August period — while tourism industry publications covering flow patterns report arrivals from China to Europe rose year‑on‑year in early 2025.

Europe is seeing a renewed wave of Chinese travellers this summer, driven by strong outbound demand from China and weakening interest in the United States, and analysts are asking whether US policy under President Donald Trump helped redirect that traffic. The European Travel Commission reports a sharp rise in Chinese intent to visit — 72 per cent of Chinese respondents say they planned to travel to Europe for the May–August period — while outlets covering tourism flows say arrivals from China to Europe rose year‑on‑year in early 2025. At the same time, inbound tourism to the US has softened, prompting debate about whether political and trade tensions have discouraged Chinese and other long‑haul visitors from booking American trips and instead pushed them towards European destinations (South China Morning Post: Europe is expecting a wave of Chinese tourists). (European Travel Commission Long‑Haul Travel Barometer 2/2025). (Bloomberg analysis of Chinese travellers and Europe, June 2025).

American tourists demonstrate a remarkable strategic pivot in their European travel preferences for summer 2025, deliberately avoiding overcrowded iconic destinations in favor of authentically European locations cherished by local populations rather than international tourist masses. This significant trend shift, documented through comprehensive travel platform data analysis, reflects evolving post-pandemic travel priorities emphasizing cultural immersion, superior value propositions, and meaningful local engagement that offers valuable insights for Thai travelers planning their own European adventures.

American travellers are making a distinct shift in their holiday habits for summer 2025, shunning iconic tourist magnets in favour of European destinations beloved by locals, according to new data from the travel platform HomeToGo. Instead of crowding into Ibiza, Santorini, or the French Riviera, US tourists are setting their sights on places like Alicante, Mallorca, Lake Garda, Naxos, and Brittany, echoing the travel patterns of Europeans and seeking a more authentic continental holiday experience (euronews.com).

Recent travel research and social media trends converge in highlighting a common, yet often overlooked, mistake made by American tourists in Europe: overpacking and bringing oversized suitcases. The issue, brought into focus by a widely shared Travel + Leisure article, underscores not only logistical challenges but also cultural differences that set travelers from the United States apart in the eyes of Europeans.

For tourists from Thailand, who are themselves part of a vibrant and ever-growing international travel community, understanding the pitfalls of overpacking is crucial, especially as more Thai travelers embark on multi-country tours through Europe. These lessons resonate in our interconnected world, where social media shapes travel norms and etiquette.