Thailand’s Tourism Strategy in the European-Chinese Travel Shift: Seizing Multi-Center itineraries and Smart Partnerships
European travel is experiencing a notable rise in Chinese visitors this summer. Analysts attribute this to strong outbound demand from China and a cooling appetite for U.S. trips. The European Travel Commission notes a sustained intent among Chinese travelers to visit Europe for May through August, with several European destinations reporting year-on-year gains in Chinese arrivals in early 2025.
Meanwhile, inbound tourism to the United States has softened. Observers suggest political and visa uncertainties may be shaping long-haul travel choices, nudging some travelers toward Europe. Across major travel outlets, the trend is being tracked as a broader reshuffle in global tourism patterns, with European destinations mobilizing aggressively to attract Chinese travelers.