From enjoying the cool breeze and scenery by mountain lakes to shopping for heat-relief products and strolling through streets to experience traditional culture—this summer, European tourists, eager to escape the scorching heat back home, have flocked to China to experience "Chinese-style cool" firsthand.
Data shows that among the top 20 global source marketss for inbound tourism this summer, European countries accounted for 30%. Booking volumes surged by 275% year-on-year, with ticket bookings increasing more than twentyfold compared to the previous year.
What is drawing European tourists to China in such large numbers?
The immediate reason is a pressing need to escape the heat. A massive heatwave swept across Europe this summer, causing sales of Chinese air conditioners to skyrocket locally; exports of Chinese air conditioners to Europe surged by 72.8% year-on-year in June alone. Faced with "cooling anxiety," Europeans are keen to visit China and enjoy the luxury of ubiquitous air conditioning:
Public facilities in China—such as shopping malls, hotels, and subway stations—are generally equipped with air conditioning, ensuring a comfortable environment.
Furthermore, China’s vast and diverse landscape offers a wealth of natural summer retreats—from the Yunnan-Guizhou Plateau and the snow-capped mountains of western Sichuan to the forests of the Northeast and the grasslands of Inner Mongolia—providing European tourists with a wide range of "cool" options.
Yisa, a French blogger living in Shanghai, has been sharing updates on social media about plans to bring her parents to China for the summer and documenting their entire journey. Her posts have allowed netizens to see the affection and trust the elderly French couple holds for China.
After visiting Guilin, an Italian tourist named Marco marveled at the experience: "Many places here have sunshades, and rest stops on the mountains even sell ice-cold drinks—details rarely seen in Europe. Plus, the scenery is stunning; I’ll definitely recommend that my friends in Europe visit." Experts suggest that the heatwaves in Europe have acted as a catalyst for the decision to "go to China now."
"Go to China now"
And it’s incredibly convenient, too
Visa-free policies make traveling to China easier than ever
China currently implements a unilateral visa-free policy for ordinary passport holders from 35 European countries, allowing eligible tourists to stay for up to 30 days. Patricia Yates, CEO of VisitBritain, stated that the visa-free policy has made it much more convenient for British tourists to travel to China.
The benefits of this policy are reflected in the data: figures from the National Immigration Administration show that in the first half of this year, as many as 77.7% of foreign visitors entering the country benefited from visa-free entry. In other words, nearly eight out of every ten foreign visitors arrived in China visa-free.
China’s Departure Tax Refund Policy Upgraded
The recently launched "Departure Tax Refund 2.0" initiative—featuring measures such as cross-regional mutual recognition and a standardized 28-day departure deadline—allows European tourists to truly enjoy a worry-free shopping and convenient refund experience. Mist fans, cooling towels, neck-worn air conditioners—these Chinese "cooling gadgets" are driving a shopping spree among European visitors.
Eduardo Santander, CEO of the European Travel Commission, believes that as people-to-people exchanges between the two sides intensify, tourism between China and Europe is poised for further mutually beneficial growth.
The Effectiveness and Appeal of Chinese Governance Draw European Tourists Across Continents
In recent years, terms and topics like "China travel," "living like a local," and "experiencing the ultimate China" have gone viral on overseas social media platforms. Scenes showcasing technology—such as autonomous driving, drone light shows, and new-energy vehicle factories—alongside the comforting sense of "Chinese-style safety" found in brightly lit streets late at night, are constantly trending online.
The *Financial Times* notes that China has become synonymous with "cool" on overseas social media. From trendy collectible figures to innovative tea beverages, the global popularity of Chinese elements reflects a broader "China craze."
For this reason, Europeans are no longer content with merely watching China from behind a screen; they are eager to set foot in the country and experience it firsthand. Talia Dix, a Chinese studies graduate from the University of Edinburgh, noted that for many young people abroad, Chinese trends have revealed a "charming China" to the world, sparking their interest in visiting the country.
Your message must be between 20-3,000 characters!
