Global tourists’ shopping trends in Europe in summer revealed, Adyen data

Published on : Tuesday, July 16, 2019

Europe attracts tourists from across the world in the summer months. Adyen data shows how and where different tourists shop. The Europeans excluding the French and British venture close to home. The data shows that the most common place for Europeans to travel is just across the border. For example, Austrians travel to Munich, the Swiss to Milan, and the Germans to Vienna. Adyen is the global payments platform behind the world’s leading companies in retail, ecommerce and hospitality. It reveals major opportunities for retail to target tourists in 2019.




The British and French however are the most widely travelled. The Brits are the number one EU tourists in Amsterdam, Berlin, Budapest, Copenhagen, Frankfurt, Paris and Warsaw. The French are seen in London, Barcelona, Brussels, Geneva, Lisbon, and Madrid.




The Chinese tourists head straight for the outlet centres, especially those around major cities, for shopping. More than 40 per cent of all Chinese transactions in Europe are in outlet centres compared to less than 2 per cent of the U.S. tourists.




The Chinese traveller tends to visit urban areas. Only 22 per cent of Chinese transactions are seen outside of the major towns as compared to nearly 30 per cent of U.S. transactions.




The Chinese tourist remains one of the most valuable customer segments for U.K. retailers.  to tap into. Adyen’s Unified Commerce Index shows that Chinese travellers make twice as many purchases abroad as other tourist groups and an ATV four times higher, at about 350 pounds.




Americans are the most dominant non-European tourists in most European countries, and although U.S tourists tend to travel widely across European countries there seems to be a slight preference for London, Amsterdam and Paris. The most common form of payment for American tourists is credit cards.



Adyen’s Unified Commerce Index shows that offering mobile wallets such as Apple Pay is also becoming a good option for retailers to accept payments from visiting tourists, as many travellers are starting to show a preference for these over cash. It requires no currency conversion. It’s easy to top up while abroad, and any amounts that go unused can easily be spent at home.




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