Chinese Tourism Transformed: How Customized Travel Packages Are Taking Over in European Hotspots like Paris, Florence, and Amsterdam, Everything You Need to Know

Published on December 26, 2025

The face of Chinese tourism in Europe is undergoing a dramatic transformation. Once dominated by large, organized group tours, a growing number of Chinese travelers are now opting for independent travel experiences across popular European destinations like France and Italy. The days of travelers trailing behind flag-waving guides are fading, replaced by personalized and self-curated itineraries. With new platforms offering travel concierge services, tourists can now access everything from flight bookings to Louvre tickets without joining traditional tour groups. This shift is driven by a sense of freedom and control, as modern travelers design their own experiences, bringing a major shift in the travel landscape.

The Quiet Revolution in Chinese Tourism

For years, Chinese group tours to Europe were a familiar sight, with tour guides leading flocks of travelers through iconic attractions like the Eiffel Tower and Louvre Museum. This model was effective for providing convenience and security to tourists, particularly for first-time travelers. However, things are rapidly changing. According to recent data from China’s Ministry of Culture and Tourism, over one million Chinese travelers in the third quarter of 2024 opted for independent travel packages, purchasing a mix of transportation, hotel stays, and attraction tickets without relying on full-package tours. This is a clear indicator of the increasing shift towards individualism in travel preferences.

The rise of self-assembled itineraries and the growth of modular travel concierge services are making it easier for tourists to craft their own customized experiences. For example, platforms like Xiaohongshu (Little Red Book) are offering comprehensive travel packages where all logistics, including visa applications, hotel reservations, and guided tours, are handled in the background. This new model caters to a younger, more tech-savvy audience who values flexibility and personalization over traditional group tours.

Why Independent Travel Is Gaining Popularity

The attraction of independent travel lies in its flexibility. No longer constrained by the rigid schedules and set itineraries of group tours, travelers can explore at their own pace. This trend is particularly popular among young couples and millennial travelers from China, who prefer a more intimate, personalized travel experience. The ability to design every aspect of their journey—whether it’s securing coveted tickets for the Louvre Museum in advance or choosing restaurants based on personal preferences—has made independent travel increasingly appealing.

Additionally, the pricing of these concierge services has become more accessible. While the cost may be higher than traditional group tours, the value of a customized experience and peace of mind has made it an attractive alternative. Travelers can rest assured that they won’t miss out on must-see attractions, as tickets and reservations are secured on their behalf, providing a seamless and stress-free experience.

The End of Traditional Group Tours?

For many years, group tours dominated the outbound travel market for Chinese tourists. These tours provided a structured and stress-free experience, where travelers could leave the planning to tour guides. But the modern traveler craves autonomy. The flexibility to choose destinations, manage time, and design an itinerary based on personal interests has led many to abandon the typical group tour model.

As a result, traditional travel agencies are finding themselves at a crossroads. With more tourists turning to online platforms and social media recommendations, the competitive edge of long-standing agencies—whose business models depend on group packages—is starting to erode. Modular travel services that offer pre-packaged itineraries without the need for a group tour are becoming the go-to option.

What Does This Mean for European Tourism?

The increasing demand for independent travel will have a significant impact on the tourism industry across Europe. With Chinese tourists seeking tailored experiences, European destinations must adapt to accommodate the shift. Attraction managers, hotels, and restaurants will need to cater to a new generation of tourists who value flexibility, individualized service, and authentic experiences over conventional tour group offerings.

Moreover, European tourism boards may need to reconsider how they market their destinations. Instead of focusing on traditional group tours, they may need to promote self-guided adventures, highlighting personalized itineraries that offer a deeper, more immersive understanding of local cultures.

Travel Tips for Chinese Independent Travelers in Europe

For those planning a self-curated European trip, here are some essential tips to enhance the experience:

• Start planning early: Book attractions and tickets in advance, especially for popular spots like the Louvre and the Colosseum.
• Use local travel apps: Many European cities offer apps that can help with navigation, transportation, and dining recommendations, making your travel more seamless.
• Embrace the local culture: Take time to explore beyond the tourist hotspots. Wander through local neighborhoods, visit hidden gems, and engage with locals for a richer experience.
• Stay connected: Use mobile data or Wi-Fi to keep up with your itinerary and adjust plans on the fly.
• Pack light: With flexible itineraries, being able to move freely from city to city or country to country will be easier if you travel with a lighter load.

The Future of Chinese Tourism in Europe

The future of Chinese tourism in Europe is undoubtedly shifting. The rise of independent travel represents a broader cultural change, where travelers are increasingly empowered to make their own decisions. As China continues to grow as a global economic powerhouse, it is likely that more travel platforms and concierge services will cater to this demand, making travel to Europe more accessible and flexible for everyone.

Tourism in Europe is no longer about joining a large tour group—it’s about experiencing the continent in a way that reflects individual preferences and lifestyle. As the shift towards self-curated trips continues, European cities and tourism providers must adapt, ensuring they meet the growing demand for personalized travel experiences.