Chinese and Japanese sports enthusiasts are leading the charge of Asian travellers flocking to Paris for the Summer Olympics, despite the global event facing lower-than-expected international visitor numbers.
Data from travel analytics firm ForwardKeys reveals a significant surge in travellers from China and Japan to Paris during the Olympics, held from July 24th to August 11th. These two countries witnessed some of the most substantial increases in visitor numbers globally during the Games.
Analysis of ForwardKeys data by Bloomberg Intelligence confirms that travellers from China, Japan, and South Korea topped the list of Asian Pacific visitors to Paris during the Olympic period. This influx of fans has been mirrored by the medal tally, with Japan leading the pack with six gold medals, including triumphs in judo and fencing. China and South Korea have both secured five gold medals, dominating the shooting competition.
Asian travellers are not only making their presence felt in numbers, but also in their travel choices. ForwardKeys reports a doubling in premium travel bookings from China and Japan compared to the same period last year, indicating a penchant for luxury travel experiences. Trip.com, a leading travel platform in China, confirms this trend with Chinese tourists displaying the highest booking volume for suites and king-sized hotel rooms during the Olympics. The average spending per Chinese tourist has also risen by 65% year-on-year, with a significant increase in five-star hotel bookings.
Online travel platforms catering to Chinese travellers, such as Trip.com and Fliggy (a subsidiary of Alibaba Group), have also reported a surge in bookings from mainland tourists to France. Trip.com has witnessed a doubling of orders to Paris during the Olympics, encompassing flights, hotels, and tours. Fliggy, meanwhile, has recorded a more than doubling of hotel and French visa service transactions compared to the same period last year.
Despite the surge in Asian travellers, the overall international visitor numbers to Paris during the Olympics have fallen short of expectations, leaving many hotels, airlines, and travel agencies disappointed. While Paris anticipated 11.3 million visitors during the Games, with only 1.5 million expected to be international, according to the city's tourism board.
The lower-than-expected visitor numbers have been attributed to a number of factors, including the depreciation of the Japanese yen and the high travel costs associated with transportation and accommodation, according to Nan Dai, ForwardKeys' China market analyst. Additionally, outbound travel from China in 2023 saw sluggish demand due to the country's late reopening of its borders after the pandemic.
Interestingly, Asian travellers to the Olympics have demonstrated a distinct preference for combining their sporting experience with broader travel plans. Trip.com notes that Asian visitors, on average, book longer hotel stays compared to their European counterparts. This trend is supported by data revealing a 20% increase in the average length of stay for Asian travellers in Paris during July and August compared to the previous year, with mainland Chinese, South Koreans, and Hong Kong tourists boasting the longest stays.
June Xu and her husband from the eastern Chinese province of Anhui epitomise this extended travel approach. They planned a 16-day trip to Europe around the Olympics, taking in the opening ceremony after attending Bastille Day celebrations earlier in the month. They then explored Cannes, Nice, and Monaco, indulging in a luxurious travel experience that they describe as the most expensive trip they have ever taken, with a budget of approximately 300,000 yuan (around $41,000).
"Paris is more enchanting than other European cities," Xu shared. "Everythingâs exquisite, from dining to the hotels and transportation. Itâs luxurious."
The influx of Asian travellers, their penchant for luxury travel, and their extended stay durations highlight the growing importance of this market segment for the tourism industry, both in Paris and beyond. While the overall international visitor numbers may have been lower than anticipated, the enthusiastic participation of Asian sports fans has undoubtedly added a vibrant dimension to the Paris Olympics.