GlobalData latest report: Destination Market Insights: Western Europe, revealed that 67 percent of Chinese tourists typically take gastronomical holidays.
Destinations such as Italy and Austria are set to experience a rapid growth in Chinese visitor numbers over the next four years. Diversifying their gastronomy product should be a tourism strategy that both countries should be focusing on.
Ralph Hollister, travel and tourism analyst, at GlobalData, commented, “The number of Chinese tourists to Austria is expected to grow at a compound annual growth rate (CAGR) of 8,5 percent between this year and 2023. Numbers to Italy are expected to grow at a CAGR of 7,8 percent during the same period. Western European countries can utilise their gastronomy offering to spread Chinese tourist numbers around different regions. This will help to avoid over-tourism in hotspots such as Salzburg and Rome.”
Western Europe attracts different types of gastronomy tourists such as foodies, adventurers and traditionalists due to the presence of a range of countries, which have varying relationships with their culinary heritage.