29/04/2013 Statistics and MICE researches

Chinese travellers are the biggest spending tourists in Italy. Average spend accounts for EUR 900 and Milan is their favourite shopping destination

Out of all the tourists visiting our country, the Chinese rate among the biggest spenders, splashing out an average of approximately EUR 900, spent mainly on luxury goods. In fact, Chinese tourists increasingly visit Italy not only because they are attracted by it artistic, cultural and scenic beauty but, above all, for its shopping and luxury goods.

These figures were revealed by the data contained in the Annual Report of the Italy China Foundation China in 2013. Scenarios and business prospects”, the forecast report for 2013 published by  CeSIF,  Centro Studi per l’Impresa della Fondazione, which gathers research data, risk analyses and short and long-term forecasts regarding China.

According to the data provided by the Italian Embassy in China in 2012, visa issue for tourist groups from Beijing has increased by about 30% and it would appear that this percentage is likely to increase even further due to the growth in Chinese economy (+ 7.5% in 2013). As a consequence, forecasts also predict an increase in both travel expenditure and consumption.

This trend is also confirmed by Global Blue, which analysed the Tax Free expenditure of Chinese tourists, revealing a 68% growth rate in shopping. According to the report, in terms of average receipts, the Chinese tourist, along with his/her Hong Kong counterpart, continues to hold a leading position in regard to amounts spent on shopping in Italy (EUR 892 for Chinese tourists (+6%) and EUR 1,022 for Hong Kong tourists (+3%).   Purchases made by Chinese tourists are prevalently targeted at the fashion (66%) and jewellery (27%) sector. In fact, in 2012, the latter accounted for an even larger growth rate (+78%) compared to the former.

Chinese tourists prefer shopping in large cities, first and foremost, in Milan, which registered a growth rate of 62% and represents 33% of Chinese spend. The second most popular city is Rome (19% spend and a growth rate of 55%) followed by Florence and Venice which registered more or less the same level both in terms of  spend and growth rates (+66%).


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