As the curtain closes on the 2024 Paris Olympics, China has much to celebrate. Placing second in the medal tally, securing 40 gold medals, and athletes like Quan Hongchan capturing the hearts of Chinese citizens, Olympic fever has swept through the nation. This heightened enthusiasm for sports, fuelled by the Olympics, has not only ignited national pride but also sparked a significant travel boom to Europe among Chinese tourists.
Surge in travel and bookings
Chinese outbound travel experienced a slow start after the lifting of Covid travel restrictions, but the recent boom in European travel indicates a strong rebound. The pent-up demand for international travel, combined with the allure of the Paris Olympics, coinciding with other major events like the UEFA European Championship in Germany, has led to an unprecedented increase in travel from China to Europe.
Ctrip reported a 114% surge in bookings from China to Paris during the Olympics compared to the previous year. Similarly, Umetrip, a China flight travel app, noted a 1.1 times year-on-year growth in flight bookings to France between July 24 and August 11, while bookings to Europe rose by about 89%.
Tongcheng’s data mirrored this trend, emphasising the Olympics’ significant impact on travel to France and other European destinations, with popular spots like England, Budapest, Catalonia, and Lazio drawing many Chinese visitors.
The Paris Olympics has further amplified the travel boom sparked by the UEFA EURO 2024 football championship. As a result, France and Germany have emerged as top European destinations for Chinese outbound travel, with booking volumes doubling compared to last summer.
It will be intriguing to observe whether the interest among Chinese travellers in visiting Europe, especially Paris, sustains its growth following the Olympics, particularly after hosting numerous Olympic events at renowned landmarks such as the Eiffel Tower, the Seine River, and The Esplanade des Invalides.
Why are Chinese tourists flocking to Europe for major sporting events?
Several factors contribute to the surge in travel, primarily the escalating interest in sports within China. This trend is evident from the increasing engagement with sports content on platforms like Douyin, where searches for sports-related content rose by 37% year-over-year in 2023. Additionally, Douyin reported over 300 billion average monthly views of sports-related content, underscoring the growing enthusiasm for sports among Chinese users.
Moreover, Chinese President Xi Jinping’s visit to France earlier this year to mark the 60th anniversary of diplomatic relations between the two nations has further strengthened ties and sparked interest in travel. This diplomatic milestone has made Europe, especially France, an attractive destination for Chinese tourists seeking cultural and historical experiences.
Chinese brands sponsoring major events: A sign of growing opportunity
Chinese brands have eagerly embraced the opportunity to sponsor major international events, with five of the 13 official global sponsors at the UEFA Euro 2024 being Chinese. This trend continued at the 2024 Paris Olympics, where prominent Chinese companies like Alibaba and Mengniu also participated as sponsors. This strategic involvement highlights their aim to connect with both international and Chinese audiences, showcasing their global ambitions and the growing influence of Chinese corporations on the world stage.
How can Western businesses benefit from the surge in Chinese tourism?
Western businesses aiming to capitalise on the influx of Chinese tourists should tailor their offerings to cater to the preferences of major departure cities for travel to Europe including Shanghai, Beijing, and Guangzhou, according to Tongcheng Travel.
Traditional domestic tours to Europe have also been popular, "Many Chinese tourists, while attending Olympic events, are opting for local tours in France, with in-depth tours of Paris or multi-day tours of nearby regions being particularly favoured," a representative from Tongcheng Travel told the Global Times.
After ensuring you have a suitable offering for a Chinese audience, Western businesses need to solidify their digital footprint in China to effectively capture this surge in demand. This strategy should include utilising platforms such as WeChat and Douyin and developing Chinese websites to effectively engage this audience via digital channels. For instance, during the 2020 Tokyo Olympic Games alone, over 2.05 billion Douyin users supported Chinese athletes, highlighting the massive potential for engagement on this platform. If you're eager to tap into this demand with digital channels, contact us to learn how.
Campaigns targeting China’s favourite sports like basketball, table tennis, and volleyball, as well as major upcoming events including the NBA and Premier League, will resonate well with this audience will also appeal to this audience.
The Olympics have significantly boosted sports consumption in China, reflecting the rising popularity of sports as a key component of Chinese lifestyles. The online trading platform VIPShop noted a marked increase in searches for keywords like “Olympics” and “Olympic style.” This heightened interest has resulted in doubled sales of products such as off-road running shoes, quick-drying T-shirts, sports polo shirts, and children’s sunscreens. With several major global sports events scheduled for 2024, sportswear brands are well-positioned to achieve substantial growth and leverage sports trends for targeted marketing strategies.
The 2024 Paris Olympics has not only brought the world’s attention to the City of Lights but also ignited a travel boom among Chinese tourists. With increased flights, hotel bookings, and a growing interest in sports, this trend presents a unique opportunity for Western businesses to engage of Chinese travellers. By establishing a strong digital presence in China and offering personalised experiences, brands can effectively tap into this lucrative market and benefit from the continued surge in Chinese outbound travel. This ongoing surge in Chinese outbound travel offers substantial potential for growth. To learn how to engage this audience online, contact us.
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