Italy is one of the most popular destinations among Chinese tourists. It is also the travel destination where Chinese citizens spend the most, with an average of 918 euros per head. This emerges from a research by Digital Retex with data from Istat-Confturismo collected from Chinese platform WeChat. With 900 million active users, of which 87% are aged between 18 and 35, WeChat is the most used platform in China to communicate.
In 2016, 29% of foreign tourist expenditure in Italy was supported by Chinese travelers. Guests from the Asian country spent 3.7 million euros last year. The expenditure was particularly focused on the luxury sector. According to Istat-Confturismo, Chinese consumers accounted for 55% of global luxury sales last year.
