#TourismRecovery

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).

Nearly two years after catastrophic wildfires devastated significant portions of West Maui and Upcountry, the island’s tourism industry is charting a slow but steady comeback. Recent figures released by the Hawaii Department of Business, Economic Development and Tourism indicate a complex recovery: while visitor arrivals and spending figures are climbing, they remain distinctly below pre-disaster levels. This nuanced recovery, marked by resilient local efforts and strategic marketing, offers timely insights for Thailand’s tourism-dependent provinces still reeling from natural disasters, including the 2022 floods in Ubon Ratchathani and recurring wildfire threats in the North.

Hawaii, often synonymous with idyllic beaches and dream holidays, is in the grip of an unexpectedly soft summer, with tourism numbers and travel bookings “significantly down”—a development causing deep concern among hospitality leaders, economists, and travel experts both in the US and worldwide. The trend, detailed in a recent report by SFGate, is not just a temporary dip but suggests ongoing challenges that hold insights for other international tourist destinations—Thailand included—still striving to recover and adapt after years of pandemic and disaster disruptions (SFGate).