Two-way tourism between China, Europe gathers pace over May holiday amid new trends

EXPLORING EUROPE IN CHINESE WAY

As Europeans discover China as a diverse travel destination, Chinese tourists are exploring the continent with increasing depth and sophistication.

Airbnb China's latest May holiday report showed Chinese user searches for international destinations had more than doubled from last year, with many European countries ranking among the top 30 choices. Hiking, road trips and island tours are now preferred choices.

Szymon Sikora, an English-language guide at Poland's Wieliczka Salt Mine, a UNESCO World Heritage Site, frequently leads Chinese tourists on immersive "miner tours" -- a hands-on experience where guests dress as miners and explore underground tunnels.

"Sometimes I feel maybe I should learn Mandarin," he told Xinhua, adding that more Chinese tourists are opting for immersive and adventurous experiences over traditional sightseeing.

In Slovenia, Liao Shasha, general manager of Visdom Travel Agency, noted growing interest from Chinese tourists due to relaxed visa policies and better flight connectivity. Rather than large group tours, Chinese visitors now prefer smaller, flexible groups seeking personalized and upscale experiences, Liao said.

These evolving preferences mirror not only new global tourism patterns but also broader developments in China. Decades of stable development and high-quality modernization have enlarged the middle-income group in China and led to rising demand for more sophisticated, customized travel experiences.

"More Chinese tourists are willing to pay for a better life -- fine hotels, great food, world-class performances," said Dai Bin, president of the China Tourism Academy. "These 'small but fine' and deeply emotional travel experiences are bringing depth and warmth to global tourism."