Chinese tourists return to shop in Italy - a popular destination!

In the wake of the pandemic, Chinese tourists have returned not only to traveling but also to shopping abroad. Including Italy. Golden Week 2023 (September 29 to October 6: one of China's national holidays, celebrating the founding of the People's Republic on October 1, 1949) was an important indicator on many fronts: on the one hand, it confirmed the desire of citizens of the former Chinese Empire to travel again, now that the law allows it (last year at this time the borders were still closed due to the "zero Covid" policy), and on the other hand, a wave of "revenge shopping" related to travel, although the situation in China seems critical, with GDP barely exceeding government targets (+5.2%) and the bursting of the property bubble.

Digital payment platform Alipay said it recorded an increase in the average amount spent by Chinese people during Golden Week compared to 2019, but also confirmed that so far the most transactions are recorded in Asian countries - nearer and therefore more accessible - such as Hong Kong, Singapore and Malaysia. Although it was Hong Kong where tourism was decidedly less luxurious this year, or in any case, Chinese travelers were less inclined to luxury shopping in the city's malls due to the unfavorable exchange rate.

Thanks to the resurgence of overseas and long-haul travel - according to web agency Filggy (a division of Alibaba Group), demand for visas during Golden Week rose 70% compared to April, during the last major Chinese national holiday, and airline bookings peaked, Chinese travelers have returned to Europe, with Italy, like France, which comes before it on the list, always in the top 10 popular destinations.

Also Global Blue, the leading operator of tax-free shopping in Europe, recorded an important return of Chinese to Italy and in particular toMilan, which always attracts the largest share of shopping by tourists from outside the EU. This time, the period analyzed is fashion week and therefore immediately preceding Golden Week: according to a report by Global Blue and Lybra Tech, the Chinese were the second nationality in terms of contribution (17%), second only to Americans, but registered the highest average check payment: 2,066 euros, 36% more than in 2019.