What: European brands should adopt strategic measures to attract returning Chinese tourists whose spending power is significant, especially in light of large events like the Euros and the Paris Olympics.

Why it is important: Chinese tourists represent a substantial portion of global luxury spending. Post-pandemic travel restrictions easing means brands need to re-engage this demographic to capture their valuable spending both domestically and abroad.

With the easing of travel restrictions, Chinese tourists are once again traveling abroad, and Europe is seeing a resurgence in their numbers, particularly due to major events like the Euros and the Paris Olympics. However, competition from other regions and domestic Chinese destinations remains stiff. European brands are advised to invest in stores in popular tourist hotspots, enhance in-store experiences, and create targeted marketing campaigns to capture this market. Additionally, brands should consider the significant appeal of high-end shopping experiences, personalized services, and collaborative promotions with other sectors like hospitality. These steps are crucial for capturing the renewed Chinese tourist spending and ensuring long-term growth in the luxury market.

Capturing the spending of returning Chinese tourists