How Chinese People View Travel: A Perspective for European Readers

As China extends its 30-day visa-free policy to an increasing number of countries, this undoubtedly brings welcome news for many travel-loving Europeans—a golden opportunity to explore and relax in this mysterious Eastern giant. But what does travel truly mean for the Chinese people?

For many Europeans, travel is closely linked to leisure, personal freedom, and relaxation. Long summer holidays, backpacking culture, and spontaneous city breaks are familiar concepts across Europe.

In China, however, the meaning of travel has been shaped by very different historical and social experiences. Understanding these differences helps explain why Chinese tourism can appear intense, structured, or highly social from a European perspective.

In much of Europe, leisure travel has been normal for decades. In China, mass tourism is relatively new.

Before the economic reforms of the late 1970s, travel for pleasure was rare. For older generations, especially those who grew up during periods of economic limitation, tourism was simply not accessible. As incomes rose and infrastructure improved, travel became a symbol of personal success and national development.

For many Chinese families, visiting famous landmarks—whether the Great Wall or Paris—represents achievement and upward mobility. Travel is not just relaxation; it can be a visible sign of “having made it.”

In contrast, in Europe, travel is often considered a basic lifestyle choice rather than a social milestone.

European travel culture often emphasizes independence:

• Backpacking

• Road trips

• Slow travel

• Discovering “hidden gems.”

Chinese travel culture has traditionally been more collective:

• Group tours

• Structured itineraries

• Visiting major, symbolic landmarks

  
  

This reflects broader cultural differences. Chinese society places strong value on collective experiences and shared memories. Traveling together—especially during national holidays—reinforces family and social bonds.

However, this is changing. Younger Chinese travelers increasingly prefer independent travel, boutique hotels, hiking, and niche experiences—closer to European travel styles.

Another key difference is time.

Many European workers enjoy several weeks of paid holiday each year. In China, annual leave is often shorter and more regulated. As a result, travel is concentrated during national holidays such as “Golden Week,” when hundreds of millions travel at the same time.

For Europeans, crowded tourist sites during these periods can seem overwhelming. But this phenomenon reflects structural constraints rather than preference. When free time is limited, people travel when they can.

Social media plays a powerful role in Chinese tourism. Platforms like Xiaohongshu (RED) and Douyin shape destination trends. Visiting famous locations and sharing photos is part of building a personal narrative.

From a European perspective, this may look like travel for display rather than reflection. But in China’s highly competitive social environment, travel can express: Cultural capital, Cosmopolitan identity, ifestyle aspirations

Meanwhile, European travel culture often emphasizes authenticity, self-discovery, and disengagement from social pressure—although social media influence is also growing there.

It is important not to generalize.

• Older Chinese travelers often prefer organized tours and historical landmarks.

• Middle-aged travelers focus on family trips and educational value.

• Young Chinese (Gen Z and Millennials) increasingly value sustainability, outdoor experiences, local culture, and slower travel—sometimes echoing European trends.

In fact, many young Chinese admire European concepts of work–life balance and experiential travel.

Today, Chinese tourism is evolving rapidly. As disposable income rises and global exposure increases, travel motivations in China are becoming more diverse and individualized.

Yet differences remain:

Common in Europe	Common in China
Long summer breaks	Concentrated national holidays
Independent travel tradition	Strong group-tour history
Travel as relaxation	Travel as achievement and identity
Emphasis on authenticity	Emphasis on iconic landmarks (though changing)

Rather than viewing these differences as opposites, they can be seen as reflections of distinct historical paths.

Travel habits are never just about tourism—they reflect deeper social realities.

For Europeans observing Chinese tourism, understanding China’s rapid development, limited leisure time, collective traditions, and generational change provides essential context.

Chinese tourism today is dynamic, transitional, and increasingly diverse. Just like Europe, China’s travel culture is evolving—only at a much faster speed.