Chinese Tour Groups Vanishing in Europe: How Independent Travel is Reshaping the European Tourism Market in 2025

Published on December 25, 2025

Official tourism data shows that Chinese outbound tourism is near pre‑pandemic recovery levels, with travellers making 145.9 million trips abroad in 2024, close to 2019 figures.

Chinese tourists historically represented a large and growing market for European destinations, with nights spent in the EU by Chinese visitors having more than tripled over the decade leading up to 2019, according to EU statistics.

However, the structure and behaviour of Chinese travellers have changed significantly since COVID‑19. The traditional large organised tour groups to Europe have given way to more independent travel, personalised itineraries and tailored experiences.

Summary for Travellers

Chinese travel to Europe remains strong, but the way Chinese visitors travel has fundamentally changed:

• Fewer traditional tour groups
• More independent, personalised exploration
• New opportunities and challenges for travellers and destinations

Understanding this trend helps travellers, travel planners and destinations better adapt to evolving travel behaviours in 2025 and beyond.

Official Numbers and Trends in Chinese Outbound Travel

Growth in Outbound Travel but Changing Patterns

• 145.9 million outbound trips in 2024 indicate recovery near pre‑pandemic peak of 155 million trips in 2019.
• Forecasts suggest that outbound trips will exceed 200 million by 2028, reflecting persistent demand.

These figures are drawn from government‑linked research and official immigration counts, showing a rebound in travel volume even under evolving behavior.

Europe’s Position in the Chinese Market

Europe continues to report increases in arrivals and nights from Chinese tourists in 2024 and into 2025, with destinations such as Spain, Italy, and Germany seeing rising visitor figures.

Yet while volume grows, the way Chinese visitors travel is shifting away from large, packaged group tours towards independent exploration and personalised itineraries — a trend supported by travel industry data and tourism‑board reporting.

Key Shifts in Travel Behavior

• Independent Travel Preferences Rise: Data shows growing interest in personalised travel experiences versus traditional group tours.
• Near Full Recovery of Trip Volumes: Chinese outbound trips approached 2019 levels, indicating robust travel demand.
• Europe Still Attractive: Europe remains a strong destination with increased arrivals for 2024 and 2025.
• Younger Travellers Leading Change: Younger demographics prioritise flexible itineraries, cultural immersion, and independent planning.
• Economic Recovery Influences Travel: Post‑COVID recovery policies and increased disposable incomes help drive outbound tourism.

Why Chinese Tour Groups Are Declining

1. Personalised Experience Demand

Chinese travellers increasingly want meaningful and flexible travel, not fixed group schedules. Independent travel allows:

• Exploration of local culture beyond standard tour routes
• Custom itineraries tailored to interests
• Flexibility in duration and activities

2. Digital Planning Ecosystem

China’s digital ecosystem (apps, social platforms, OTAs) makes it easier for travellers to plan and book independently. Young generations are comfortable using these tools to create personalised journeys.

3. Price and Value Considerations

Independent travel can offer cost control and choice, which many post‑pandemic travellers prefer. The ability to adjust budgets, routes, and experiences appeals to a broad demographic.

Traveller Advantages of Independent Travel Surge

Greater Flexibility

Travellers can:

• Choose destinations and timing freely
• Explore niche or off‑beat locations
• Tailor experiences to personal interests

Better Value and Authenticity

Independent travel often leads to:

• Higher authenticity through local experiences
• Potentially lower costs via self‑arranged transport and accommodation

Enhanced Cultural Engagement

Travellers can interact more directly with local cultures, gastronomy, and communities — a draw for experience‑driven visitors.

Disadvantages and Challenges for Travellers

Complex Planning

Without group tour support, travellers must manage:

• Visas, scheduling, and logistics independently
• Language barriers in many European countries

Higher Perceived Risk

Less structured travel can pose risks:

• Solo or small‑group travellers may face unfamiliar environments
• Independent travellers bear full responsibility for itinerary disruptions

Cost Variability

While flexible, costs can fluctuate widely with independent travel based on seasonal pricing and connectivity.

What This Means for European Destinations

Tourism offices and travel boards in Europe are adapting by:

• Offering more tailored packages for Chinese independent travellers
• Providing language support and digital integration
• Marketing authentic, experiential tourism opportunities

This strategic shift aligns with broader tourism trends, where distinctive cultural and local experiences are prioritised over traditional sightseeing tours.