INDUSTRY TRENDS & DEVELOPMENT

Europe 'failing to cater for rise in tourists from China'

Several European countries have failed to prepare to meet the demands of millions of tourists from China, India and elsewhere in Asia who are expected to drive the future growth of the global travel industry, according to industry experts. Organizers of World Travel Market, the annual global travel exhibition that was held this past week, say Europe runs the risk of allowing other regions such as the Middle East, Africa and Latin America to move ahead in exploiting the potential from the promised influx of new tourists. Chinese outbound trips to destinations outside south-east Asia are expected to reach nearly 16m next year, nearly double the figure for 2005, according to Euromonitor. By 2010, that figure is expected to rise to nearly 37m, a third of all Chinese outbound trips.

Chinese tourist expenditure is also set for a boost, growing from a global figure of $47.8bn this year to $94.3bn (€74.2m, £49.6m) in 2010.

WTM says in its annual Global Trends report that Europe has done little so far to cater for Asian inbound tourist needs. Many tourists in Hong Kong, South Korea and India, for example, favor customized travel rather than the mass-catered travel commonly offered to Asian tourists in Europe.

However, even these mass tourism products lack the infrastructure in Europe to support them, the report says, falling down on parking for coaches, access to city centers, credit card facilities and ATMs outside main tourist areas. Chinese tourists are restricted in the amount of cash they can carry abroad and so pre-load payment cards before their holidays.

WTM describes Chinese tourists' European travel habits as "country-hop and stop", moving around multiple destinations on a 10-day tour and concentrating their spending on shopping for international brands rather than accommodation.

That proves a disadvantage to the UK, the report says, because of its shortage of mid-priced accommodation and its geographical position in Europe. Ironically, it was because of China's decision last year to grant the UK approved destination status that Chinese tourists can visit all 25 countries of the European Union.

France is the leading European destination for Chinese tourists, attracting 472,000 visitors last year, followed by Germany.

Clement Wong, Euromonitor's travel and tourism manager, said France was reaping the benefit of its "year of France in China" promotion in 2004. "Although it has been the year of China in the UK, there is a lag in Chinese-speaking tour guides," Mr Wong said. "There is room for the UK to improve."