As American tourists pull back on their European travel plans this autumn, Europe faces a growing reliance on Chinese visitors to sustain its inbound tourism growth.
The latest survey from the European Travel Commission (ETC) reveals a significant drop in American interest in visiting Europe during the autumn season. This year, only 23% of Americans expressed an interest in travelling to Europe between September and December, a notable decline from the 41% who planned to visit during the same period last year. The main reason cited for this decline is the rising cost of travel, which continues to deter many potential visitors from the US.
This decrease in interest contrasts sharply with the surge in American tourism to Europe during the summer of 2024. Data from the U.S. National Travel and Tourism Office shows that nearly 8 million Americans travelled to Europe between June and August, an increase from 6.7 million in 2023. However, the autumn season paints a different picture, as financial constraints weigh heavily on travellers’ decisions.
The cost of international travel has increased significantly in 2024, contributing to the reduced number of bookings for trips abroad. According to the American Automobile Association (AAA), bookings for international trips over the Labor Day weekend were down by 4% compared to the previous year. The cost of airfares and hotel stays has surged by an average of 11%, making travel less affordable for many Americans. Andrew Nocella, the Chief Commercial Officer of United Airlines, remarked on the “gigantic” demand for travel to Southern Europe over the summer, but acknowledged the steep cost increases that followed.
Interestingly, it is not just American tourists who are being deterred by these rising expenses. The ETC survey also highlights that 48% of tourists from Canada, Brazil, Japan, and South Korea have cited travel costs as their primary reason for avoiding Europe this autumn. Despite the challenges, those who still plan to visit Europe expect to manage their budgets carefully. Around 66% of visitors intend to spend between €100 and €200 per day, a figure consistent with last year’s spending levels.
China Becomes a Key Player in European Tourism
While American visitors are cutting back, Chinese tourism to Europe is experiencing a rebound. According to the ETC, 83% of Chinese travellers are planning a trip to Europe this autumn, representing a 9% increase compared to last year. This surge is largely attributed to Golden Week, a major Chinese holiday celebrated during the first week of October, as well as the reintroduction of direct flights between China and Europe. Airlines such as China Eastern and Air China have significantly increased the number of direct flights, making travel between the two regions more accessible.
However, despite their growing interest in Europe, Chinese tourists are travelling with reduced budgets compared to previous years. Prior to the pandemic, Chinese visitors were some of the highest spenders in Europe. This year, only 38% of Chinese tourists plan to spend more than €200 per day, a substantial decrease from 68% last year. This shift suggests that even though visitor numbers may increase, overall spending by Chinese tourists could be more conservative.
Adapting to Changing Tourism Trends
As travel costs continue to rise, the European Travel Commission anticipates that both American and Chinese tourists will “recalibrate their spending habits”. Travellers are expected to seek out cost-effective travel options and prioritise essential experiences over luxury. For many, this might mean choosing less expensive destinations or cutting back on non-essential activities during their trips.
Europe’s tourism industry faces a period of adjustment as it navigates these shifting dynamics. While American tourism appears to be slowing down, the growing interest from China offers a potential opportunity for recovery. However, with tighter budgets across the board, European destinations may need to rethink their offerings to cater to a more cost-conscious market.
