...and the winner is...

China (including Hong Kong) has been the top market from Asia and the Pacific in nights spent in EU destinations since 2012, when it overtook Japan. Guest arrivals from China in EU accommodation establishments reached over 10 million in 2016, staying an average of 2.4 nights per establishment. The total number of nights spent doubled in four years’ time to 25 million in 2016, up from 12 million in 2012. China continues to be one of the fastest growing markets at 19% a year on average in the period 2012-2016, equivalent to some 3 million additional nights a year.

Italy is the top EU destination for Chinese visitors, with 4 million nights spent in 2016 (average 16% growth per year in 2012-2016). The United Kingdom is also a major destination with 3.4 million nights in 2012, though no data is available after 2012. France with 3.3 million nights spent (+17% a year), Germany with 2.6 million nights (+13% a year), Spain with 1.8 million nights (+27% a year) and Austria with 1 million nights (+19% a year) are also beloved by Chinese visitors.

More information about the European Union Tourism Trends in the latest UNWTO- EU Report https://www.e-unwto.org/doi/book/10.18111/9789284419470

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