Last Updated on 22 September 2025 by Johan
As Europe welcomes back international visitors in full force, two of the most influential travel markets—China and the United States—are shaping the continent’s tourism landscape in distinct ways. While both groups seek memorable experiences, their destination choices and travel behaviors reveal fascinating contrasts.
Top European Destinations: East vs. West
| Rank | Chinese Travelers | American Travelers |
|---|---|---|
| 1 | Italy (38%) | Monaco – luxury, wellness, culture |
| 2 | Switzerland (35%) | Riga, Latvia – Baltic charm |
| 3 | France (31%) | Dubrovnik & Cavtat, Croatia |
| 4 | Germany (23%) | Madrid, Spain |
| 5 | Greece & Spain (21% each) | Namur, Belgium |
Chinese tourists gravitate toward iconic cultural hubs like Italy, France, and Switzerland, drawn by cuisine, fashion, architecture, and historical depth. In contrast, American travelers are increasingly exploring less conventional gems such as Riga, Namur, and Antipaxos, reflecting a desire for authenticity, sustainability, and off-the-beaten-path experiences.
Travel Motivations and Planning Habits
Chinese travelers prioritize:
- Safety, cost-efficiency, and service quality
- Activities like gastronomy, entertainment, heritage, and scenery
- Social media as their primary planning tool (66% use TikTok, Weibo)
American travelers focus on:
- Cultural depth, natural beauty, and wellness
- Destinations with UNESCO recognition, EU Green Capital status, or Blue Flag beaches
- Travel review sites, official tourism boards, and sustainability credentials
Group Composition and Accommodation Preferences
Chinese tourists:
- Travel mostly with family (62%), followed by friends (48%) and couples (42%)
- Prefer bed & breakfasts (65%) and boutique hotels (55%)
American tourists:
- Often travel as couples or solo adventurers
- Seek luxury escapes, historic hotels, and eco-lodges
- Value year-round cultural offerings and wellness retreats
What This Means for European Destinations
To attract Chinese visitors, destinations should:
- Highlight safety, service, and iconic cultural assets
- Maintain strong visibility on Chinese social platforms
- Offer family-friendly lodging and group-oriented experiences
To appeal to American travelers, destinations should:
- Emphasize sustainability, local authenticity, and hidden gems
- Promote cultural events, nature escapes, and wellness tourism
- Showcase heritage sites, culinary excellence, and exclusive retreats
Sources
- Tourism Review
→ Data on Chinese traveler preferences, motivations, and accommodation choices. - Forbes
→ Rankings and analysis of top European destinations for American travelers in 2025. - European Best Destinations
→ Official list of the 20 most voted destinations by global travelers, including U.S. preferences. - U.S. News Travel
→ Curated rankings of Europe’s best places to visit for American tourists.