We have just published the eighth edition of our In:China Monitor report, where we analyze the Chinese tourism market to provide valuable tools for Italian destinations. With our presence in Shanghai, we have a direct and in-depth view of a rapidly evolving country, and our goal is to help the Italian hospitality industry tap into a rapidly growing Chinese tourism market.

With the number of Chinese tourists expected to exceed 130 million this year, significant opportunities are emerging for European destinations, including Italy. Following the reopening of international travel in 2023, 2024 marks a turning point, with air traffic to Europe reaching 78% of 2019 levels and expected to reach 85% by year-end. In this context, Chinese travelers’ appetite for travel remains high, and at Intarget, we are committed to supporting Italian destinations in seizing these new opportunities.

Our report not only delves into key trends but also examines the behaviors and expectations of Chinese travelers. This analysis serves as a compass for navigating and effectively managing tourist flows from China. As Stefano Generali, Managing Director of Intarget Shanghai, pointed out, “We are dealing with a new type of tourist: young, digitally connected, and highly demanding. They are not only attracted to Italy’s historical beauty but also to immersive nature experiences, major cultural events, and luxury shopping.”

We collaborated with Global Blue Italy to gain insights into the habits of 1,205 high-spending Chinese tourists in the VIP lounges of Milan, Florence, and Rome. This data shows a strong preference for small group travel and a search for quality and uniqueness in Italian products. Furthermore, in the report, we focus on major European sporting events in 2024 and prospects for the Milan-Cortina Winter Olympics in 2026.

We are thrilled to share insights from industry experts like Stefano Rizzi from Global Blue Italy and Giulio Finzi, our retail leader, who offer an in-depth perspective on Chinese market dynamics.

The report is now available for download at the following link.