Engaging Chinese luxury travelers: strategies for Italian brands and destinations

Summary:

• Chinese luxury travelers: new opportunities for Italy in the post-Covid era

• The new Chinese tourists, who they are and what they are looking for

• Peak moments: the key dates of Chinese tourism in Italy

• Gateways and strategic hubs: how and where Chinese travelers arrive

• The digital journey of Chinese tourists: the social channels and touchpoints to monitor

• From arrival to departure: how to win over and retain high-spending Chinese customers

• Conclusions

  
  

Chinese luxury travelers: new opportunities for Italy in the post-Covid era

Chinese tourism is growing again and, above all, it has changed. Today’s travelers are younger, more digital, and more independent: they move beyond organized group tours, seek authentic experiences, and plan their trips online through platforms such as RED and Douyin.

In this article, we will explore who they are and how to attract them, turning this new generation of tourists into a concrete and lasting opportunity for Italian brands and destinations.

The new Chinese tourists, who they are and what they are looking for

Who is the Chinese traveler today? What is the face of this new generation returning to discover Europe?

We are talking about young people aged 20 to 40, coming from first- and second-tier cities such as Beijing, Shanghai, Shenzhen, and Guangzhou. They are cultured and curious tourists, with a university or higher education in 70% of cases. But above all, they are digital-savvy: they look for information and inspiration on apps like RED (Xiaohongshu) and Douyin (the Chinese TikTok), book through Ctrip and Fliggy, and appreciate experiences enhanced with augmented and virtual reality.

What has truly changed, however, is their motivation for travel. Whereas in the past they were mainly drawn to shopping and luxury, today they seek more authentic and meaningful experiences. In a hyperconnected and competitive China, there is a growing desire for nature, sports, and a healthy lifestyle, alongside cultural curiosity and the exploration of the most authentic destinations.

The new-generation Chinese tourist no longer settles for simply “consuming”; they primarily want to live and share experiences, turning every trip into a story on social media and a source of inspiration for their followers.

Peak moments: the key dates of Chinese tourism in Italy

If it is important to understand how to attract Chinese tourists, it is even more crucial to first understand when they arrive. The flow calendar is marked by key periods throughout the year, during which the presence of Chinese travelers in Italy increases significantly.

Summer 2025 

Summer Holidays are the domain of high-spending travelers, who love to discover Italy at its most vibrant time.

Autumn 2025

The Golden Week (1–7 October), celebrating the founding of the People’s Republic of China, opens a new opportunity to welcome and impress visitors.

Winter 2026

Chinese New Year (17 February) is the most important holiday of the year and a key moment for tourist flows: long vacations divided between family time and overseas travel.

Spring 2026 

The May Holidays (1–5 May), equivalent to our Labor Day, are a spring vacation that is increasingly appreciated. Even this year, a significant increase in Chinese tourists in major Italian cities has been observed.

2026 Olympics

The Milan-Cortina Winter Olympics is an event that will attract a new wave of tourists and winter sports enthusiasts, becoming the fifth seasonal peak.

These are crucial moments, each with specific characteristics and expectations, requiring tailored planning and a targeted presence to capture attention effectively and turn it into concrete business opportunities.

Gateways and strategic hubs: how and where Chinese travelers arrive

If it is essential to know when they arrive, it is equally useful to understand where. The main gateways for Chinese tourists in Europe are key hubs, each with its own focus and strengths.

Italy confirms its central role in international travel flows: in 2025, Milan Malpensa will increase from 23 direct connections in 2019 to 45, expanding its offerings with new routes to cities such as Xi’an and Chongqing. Venice Marco Polo, which had no direct flights in 2019, will have 4 by 2025.

The expansion of flights and the opening of new routes reflect a clear trend: Italy has once again become a key and strategic destination, ready to welcome the new generation of Chinese travelers.

At the European level, hubs such as Paris and London remain key references, preferred by those seeking luxury and shopping; Frankfurt remains a strategic hub for business and trade fairs. Madrid is becoming a new competitive gateway, especially for travelers continuing to Latin America, while Zurich is the ideal destination for those who value exclusivity and nature. Amsterdam continues to be an efficient hub for those traveling across Europe; meanwhile, Barcelona is an attractive option for those combining shopping and culture, despite more limited direct connections.

Finally, Istanbul positions itself as a low-cost and transit hub, expanding its presence in the Chinese market.

Those who can best interpret this new geography of flights and travelers will gain a significant competitive advantage. For brands and businesses, this translates into a key opportunity: to establish a presence at major hubs, engage tourists from the moment they arrive, and build targeted strategies to turn initial interest into lasting relationships and tangible revenue.

The digital journey of Chinese tourists: the social channels and touchpoints to monitor 

If “when” and “where” are clear, the real challenge now is understanding how the Chinese tourist plans their trip. In China, the rules of the game are different: Western social media and channels are inaccessible, and anyone wanting to attract this audience must know how to navigate the local digital ecosystem.

RED (Xiaohongshu) is instead the aspirational showcase for Chinese travelers. Here, discoveries are shared and spontaneous advice is exchanged: reputation and authenticity are everything. For Italian brands, it is an opportunity to highlight products and services through visual content and collaborations with local influencers, focusing on credibility and emotional closeness.

Douyin, is the realm of short, visually striking videos. Here, experiences are shared more than products: a sunset stroll, a craft workshop, an exclusive tasting. The most effective campaigns leverage virality and the ability to spark curiosity and desire.

WeChat, finally, is the gateway: more than just a messaging app, it is a complete ecosystem. In tourism, it carries less weight than platforms like RED and Douyin, but it is essential for storytelling and providing personalized support. Most importantly, it is the key channel for cultivating direct relationships with Chinese operators and partners, and for maintaining a presence in a market where contacts and reputation make all the difference.

But the journey doesn’t end here. Closing the loop are the Online Travel Agencies (OTAs), key channels for finalizing bookings and turning inspiration into reality. Among them, Ctrip (now Trip.com) is the most used and appreciated, thanks to a comprehensive ecosystem of flights, hotels, experiences, and transportation. Alongside it is Fliggy, Alibaba’s travel platform and an official partner of CDM China Digital Marketing, specializing in the luxury segment and personalized experiences, enhanced by its previous collaborations with companies such as Booking.com.

Overseeing and integrating these digital ecosystems is what transforms an online presence into real connections and, most importantly, into direct visits and purchases. In such a dynamic and competitive market, it is this overall vision that makes the difference.

From arrival to departure: how to win over and retain high-spending Chinese customers

Success in welcoming high-end Chinese tourists is measured not only at the moment of arrival, but throughout the entire experience, up to departure. The key is an integrated strategy that enhances every touchpoint, turning initial interest into a lasting relationship.

Strategic partnerships and industry trade fairs

Participating in key events, such as ITB Shanghai or CITM, is not just about being present: it’s about building strong B2B relationships with operators and agents specializing in luxury and experiential travel. In these contexts, the positioning of the Italian offering in high-value segments (wellness, outdoor, culture, food & wine) is defined, making the destination a must for travelers seeking authenticity and uniqueness.

Targeted influencer marketing: collaborating with KOLs and KOCs

Digital word-of-mouth is the real driver of Chinese tourists’ decisions. KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers), with their following on platforms like RED and Douyin, create desire and trust. Collaborating with carefully selected influencers allows the generation of authentic content, converting visibility into actual bookings.

Digital payments: Alipay and WeChat Pay as a competitive lever

Offering familiar and secure payment systems is no longer optional, but an essential condition to increase spending and comfort for Chinese tourists. In a global context where user experience is decisive, the simplicity and familiarity of Alipay and WeChat Pay become a competitive advantage.

Personalized hospitality and communication in the local language

The real added value lies in attention to detail: trained staff, informational materials and signage in Chinese, interpreters, and cultural mediators are essential tools for creating an inclusive and welcoming environment. It is here that the journey transforms into a memorable experience, capable of generating loyalty and positive word-of-mouth.

Conclusions

The return of high-spending Chinese tourists is not merely a return to pre-pandemic numbers, but the opening of a new and strategic chapter for Italian and European tourism. Those who understand the depth of this change, navigating the Chinese digital ecosystem with intelligence and agility, building targeted partnerships, and attending to every detail of the experience, will be the true protagonists of this recovery.

Offering luxury for its own sake is no longer enough: authenticity, technology, and personalization are required. It is this combination that creates lasting connections and opens up new business opportunities. Italian brands have everything they need to establish themselves as global reference points, provided they evolve, speak the same language as their clients, and offer experiences that stay in the heart and generate value over time.

To turn this potential into concrete results, a well-calibrated strategy and long-term vision are required. If you want to discover how to position your business or destination at the center of this new wave of Chinese tourism, we are ready to build your winning path together!

Executive Summary

Key profile of high-end Chinese tourists (2025–2026): aged 20–40, highly educated, urban (from Beijing, Shanghai, Shenzhen, Guangzhou), digitally native, seeking authenticity, nature, and a healthy lifestyle.

Peak travel periods: Summer 2025, Golden Week (October 1–7, 2025), Chinese New Year (February 17, 2026), Labor Day Holidays (May 1–5, 2026), and Milan–Cortina Winter Olympics (2026).

Entry points into Italy and Europe:

Milan Malpensa (direct China routes from 23 → 45)

Venice (from 0 → 4 new direct routes)

Major European hubs: Paris, London, Frankfurt, Madrid, Zurich, Amsterdam, Barcelona, Istanbul.

Digital customer journey: Heavy reliance on platforms such as Xiaohongshu (RED), Douyin, Ctrip, and Fliggy for travel inspiration, booking, and immersive storytelling.

Glossary of Key Terms

Peak travel moments: Periods of significantly increased Chinese tourist flows, driven by public holidays or major global events.

Strategic hubs: Airports with direct connections to China, crucial for immediately intercepting inbound travelers.

Digital journey: The complete online decision-making process a Chinese traveler undergoes: discovery → research → booking → sharing.

Key Takeaways

• 2025–2026 Chinese traveler: digitally savvy, independent, focused on authentic experiences.

• Timing matters: Align campaigns with peak moments like holidays and the Winter Olympics.

• Strategic airport presence: crucial for capturing attention and driving conversions.

• Digital-first mindset: Active presence on RED, Douyin, Ctrip, Fliggy is essential.

• Integrated storytelling: Authentic, sharable experiences boost engagement and visibility.

FAQ

• Who are Chinese luxury travelers today?

Young (20–40 years old), urban, tech-savvy, and more interested in meaningful experiences than just luxury shopping.

• When do they travel to Italy?

Key dates: Summer 2025, Golden Week (Oct 1–7, 2025), Chinese New Year (Feb 17, 2026), May Holidays (May 1–5, 2026), and the 2026 Winter Olympics.

• Where do they land?

Primary gateways include Milan Malpensa, Venice, and major European hubs like Paris, Frankfurt, Madrid, and others.

• How do they plan their trips?

Via Chinese digital platforms: Xiaohongshu (RED), Douyin, Ctrip, and Fliggy.

• How can we attract and retain them?

Be visible during key travel moments, tell authentic stories, offer memorable experiences, and ensure digital localization across Chinese platforms.

Operational Checklist

• Plan targeted campaigns around the 5 peak travel periods (Summer 2025, Golden Week, Chinese New Year, May Holidays, Winter Olympics 2026).

• Collaborate with airports and hubs for on-site or pop-up promotional activities.

• Launch localized content and profiles on RED, Douyin, Ctrip, and Fliggy.

• Produce immersive content (AR/VR, authentic narratives, Italian lifestyle, nature).

• Track engagement and conversion metrics on Chinese digital channels.

Practical Application Example

Scenario:

In June–July 2025, an Italian tourist region (e.g., Trentino–Alto Adige) launches a “Summer of Experiences in Italy” campaign targeting young Chinese travelers via Xiaohongshu and Douyin.

Expected outcome:

+30% increase in bookings from Ctrip; high engagement through immersive shared content (e.g., hiking, wellness, gastronomy); strong loyalty fostered through post-trip storytelling.