The Research Center for Tourism and Transport of the University of St. Gallen (Switzerland) cooperated with Chinese market specialists, to examine the travel behavior of Chinese tourists. These are their most important findings:
- Switzerland is the 2nd most popular tourist destination in Europe (after France) and an important factor when Chinese decide whether to visit Europe or not.
- Mountains and glaciers are some of the most important factors motivating Chinese tourists to visit the continent.
- Competition from places outside Europe increases, as many countries make visits for Chinese people easier.
- In the average, Chinese tourists spend only about 8 days in Europe.
- As of now, Chinese people yearly make over 50 Million travels to remote destinations, 16 percent of those to Europe.
- Chinese people often compare two tourist destinations, and then decide against Europe, probably due to the complicated Schengen visa procedure.
- When in Europe, Chinese tourists spend most of their money in Italy.
The conclusion of the study is that Switzerland and Europe are still have good chances for becoming important tourist destinations for Chinese, but there is a danger that this attractiveness declines due to an unfriendliness towards guests.
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