Who are our Chinese tourists?

Luxembourg for Tourism is promoting tourism from 6 to 8 November 2018 in Hong Kong and Shanghai as part of the economic mission led by the Luxembourg Chamber of Commerce in China.  For the occasion, let's take a look at the key elements of this Asian customer base, which has generated remarkable growth in recent years, and which more than ever is a target with strong development potential for the Luxembourg tourism sector.

The Chinese tourists visiting the Grand Duchy are on average 37 years old, are urban and come from the upper middle classes or higher. They prefer sightseeing holidays than relaxation breaks. 56% of visitors are female, and families and seniors are more and more numerous.

These travellers with high purchasing power are particularly attracted by the beauty of the City of Luxembourg, its historical and natural heritage, as well as the cultural offer of the country, in which castles feature highly.

They are impressed to find so much diversity in a country as small as Luxembourg, which in addition is ideally located between other large European cities. It is in this niche that the destination can make the difference, with its millenary capital and five tourist regions each with unique natural landscapes.

The Chinese traveller sees Luxembourg as a prestigious and romantic destination, where life is good and there are great opportunities for shopping. Visitors are also sensitive to security while travelling, and Luxembourg has a trump card of being one of the safest countries in the world.

Between 2008 and 2017, the Chinese tourist segment saw remarkable growth in Luxembourg. Overnight stays in accommodation have more than doubled in 10 years, from a volume of 20,500 overnight stays in 2008 to 42,000 overnight stays in 2017. This represents an average growth of 8.2% each year.

While the introduction of biometric visas at the end of 2015 and the terrorist attacks in France and Belgium have had a negative impact on Chinese arrivals in Europe and Luxembourg in recent years, the forecasts for 2018 expect an increase in the number of arrivals.

At present, the number of outbound Chinese travellers represents only 10% of its population. With a volume that will grow to 200 million passengers by 2020, this market represents an important development potential for the years ahead, calling for even more growth at the global level.

The promotional activities organised by Luxembourg for Tourism in Hong Kong and Shanghai are aimed at increasing the reputation of Luxembourg as a destination among Chinese customers through meetings with media and tour operators in both cities. The goal is not to attract the masses, but those for whom Luxembourg has a suitable and quality offer.

The tourism delegation is composed of members of the following institutions and societies: Ministry of Economy – General Directorate for Tourism, Luxembourg for Tourism, Luxembourg City Tourist Office, Park Inn by Radisson Luxembourg City, Château d’Urspelt, Euro-Asie Schengen International Group, Triostone Net, Brain & More.

Publication date
05 November 2018
Luxembourg for Tourism
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