Wang Lan, manager of the European Center of U-tour, says she has seen the European tourism market grow markedly in recent years with the rise of China's new middle class. Feng Yongbin / China Daily

Chinese 'want to try other food, not just their own'

Wang Lan says the snow in Europe before Christmas has put many Chinese tourists off visiting Europe during the Spring Festival holiday.

The 31-year-old manager of the European Center of U-tour, one of the China's leading travel companies, says the television pictures making Europe look like the Arctic were a big deterrent.

"All people saw on their screens was snow, snow, snow and that has had a big effect on bookings for people going to Europe during this Spring Festival," she says at the company's head office in Beijing.

The company, founded in 1996, sent about 33,000 people to Europe last year, about 65 percent of the 50,000 individual holidays it handled.

"Although the Spring Festival is normally a peak in the low season for travel to Europe, it is nowhere near as busy as the peak period from July to October. That is when most people travel, particularly to Europe."

Wang, who has been with the company for seven years in its present incarnation but 10 in total, has seen the European tourism market grow markedly in recent years with the rise of China's new middle class.

She says the average Chinese tourist spends between 20,000 and 30,000 yuan (2,260 to 3,400 euros), on an average trip to Europe with many prepared to pay as much as 100,000 yuan.

"I think to go to Europe you have be at least middle class. I think if a person can go to Europe they probably need to earn at least around 10,000 yuan (1,130 euros) a month. There are obviously a lot of products out there, however, to suit different budgets," she says.

Wang says the type of tour people go on to Europe has changed in recent years.

"It used to be more of a once-in-a-lifetime occasion when people used to go for quite a long time and visit many places, Now it is not unusual for people to go every year or two years. They like shopping and European culture," she says.

"Europe is first choice for long haul travel. If people have only got 3 or 4 days they tend to go to destinations in Southeast Asia.

"That is not to say they don't go to other long haul destinations. We do a lot of business also for people wanting to go to Australia, the United States and Africa and also going on cruise holidays, some of which are in the Mediterranean."

Wang rejects the idea Chinese tourists necessarily have a different footprint to Western tourists.

"The view they don't like beach holidays I think is incorrect. If they want to go on a beach holiday they go to Southeast Asia. They go to Europe more for a cultural experience, although Spain has recently become a more popular destination for the Chinese and they like Greek islands, too."

She says one of the most popular holidays for the Chinese is a 10-day trip to Italy, Switzerland and France.

"It is usually a coach tour. They go to Italy for the culture in Rome and other places, then to Switzerland for the mountains and then to Paris, where they like to shop. The Chinese like to shop on holidays and it is not just Louis Vuitton handbags but many other brands. They like to visit the Paris department stores," she says.

Other popular European destinations, according to Wang, are Hungary, the UK, Greece and Spain.

U-tour employs around 500 at its offices in Shanghai, Shenyang and Chengdu as well as Beijing and is among the top three leading travel companies in China alongside Caissa and Byecity.

Originally, it operated in the wholesale market but has recently branched out into the retail market and now has 14 outlets in Beijing.

Wang says the majority of its customers is in the 30 to 45 age bracket and are often excited about European culture. "European culture is so very different. The lifestyle is different. They have religion. We mostly don't. Most European countries are developed, which is different from China. So Chinese people want to experience it."

She says customer expectations of travel companies like U-tour are now so much greater than they were 10 years ago.

"I think when I first started we had only two or three European travel products. Now we have about 65. We also cater for a wider range of tastes. We offer a wide range of delivery channels from our website and brochures and we also do roadshows in many Chinese cities to promote our holidays."

Wang says many Chinese tours involve Mandarin-speaking guides but that Chinese people have an unfair reputation for just wanting to eat their own cuisine wherever they go.

"There are many Chinese restaurants in virtually every town and city in Europe but they do like to try out new food. They are particularly keen on Italian food."

Wang has been on around 20 trips to Europe herself on holiday and also to research the European market.

"I have been just about everywhere in Europe apart from Iceland and Greenland (a territory belonging to Denmark, although part of the North American continent). The company is constantly developing new products and always sends new staff to Europe."

"Playing golf at St Andrews (the Scotland links golf course) stands out as do trips to Greece and Switzerland but perhaps my favorite trip was going to Finland and the North Pole and seeing the sunset at noon."