The shopping lure of Europe

Outside of Asia, the big winners that capture the biggest proportion of Chinese travelers are the US, Australia and Canada.

With about 9 percent of Europe's annual GDP reliant on tourism, and inter-EU travel flagging because some of the countries are struggling economically, the stakes are high.

Valeria Croce, research and development manager for the European Travel Commission, says much of Europe needs to change the way it does tourism if it wants to capture the Chinese dollar.

About 80 percent of Europe's tourism market is geared to serve European travelers. Russian and US tourists occupy the next highest rungs on the ladder. China, which at the moment accounts for just 2 percent of the guest mix, is often an afterthought.

At the policy level, Croce says, complicated visa requirements are costing EU countries Chinese tourism dollars, and a recent decision by the US to introduce 10-year biometric visas means the disadvantage will be made worse.

While the commission is lobbying for visa reform, Croce says, in the meantime, luring Chinese travelers and attracting them back for multiple visits could be as simple as tourism operators understanding them better.

"The basics are the easiest things to fix," she says. "Having a boiler (kettle) in the room with some tea on offer is not the done thing in Europe. Having some staff who can speak even some basic Chinese helps."

The 2014 China International Monitor Survey says 85 percent of Chinese travelers rank language-related products and services, such as Mandarin-speaking staff and translator-guides, as the most important requirements they look for in a hotel.

Beyond the basics, Croce says, the commission's research has shown that Europe needs to be more aware that what appeals to Western tourists may not resonate with the Chinese.

"For them, visiting the Mercedes museum is the same as visiting the Louvre, maybe more so, because it's the brand that matters. Germany is very attractive, especially eastern Germany and the birthplace of Karl Marx. It's an absolute must for the Chinese. There is this heritage or Communist past in some European countries that is very attractive to the Chinese."