Chinese tourists spent $261 billion in foreign countries, an increase of 12% over the previous year. By 2024, outbound Chinese tourism had recovered strongly post-COVID, with Chinese travelers again ranking among the top spenders globally. Estimates for 2025-2026 place total outbound Chinese tourist spending above $300 billion annually as travel volumes approach pre-pandemic levels.
Chinese tourists consistently spend twice as much as American tourists per trip abroad. That gap has not closed. If anything, post-pandemic Chinese travelers are more selective and more high-spending, concentrating their budgets on luxury goods, beauty products, and experiences.
The importance of Chinese tourists for Western Beauty Brands
Among European destinations, France, Germany, and the United Kingdom attract the largest share of Chinese tourist spending on beauty and cosmetics. France in particular holds a privileged position: its image as the global capital of perfume, skincare, and luxury beauty makes it a natural shopping destination for Chinese travelers. Brands like Clarins and Sisley, which have strong heritage stories tied to France, benefit directly from this tourism dynamic. Chinese tourists discover these brands in Paris boutiques, then continue buying at home through e-commerce.
Expenses of Chinese tourists
The Chinese traveler remains the highest spender per trip among all nationalities. Tax-free shopping in Europe routinely exceeds €1,500 per visitor, with cosmetics, skincare, and fragrances consistently in the top three purchase categories. Chinese travelers plan their routes around shopping, particularly in France, Italy, and Switzerland.
This behavior directly feeds back into China. A traveler who buys Clarins in Paris tells her social network about it on Xiaohongshu. That post reaches thousands of potential buyers who have never traveled abroad. The loop between travel discovery and online influence is one of the most powerful distribution mechanisms in the Chinese cosmetics market. Understanding it is central to any solid 10 Key Trends of the Chinese Cosmetics Market strategy.
Favorite activity of Chinese tourists
Shopping remains the favorite activity of Chinese travelers, especially in luxury capitals. A gift that is expensive, or appears expensive, carries social weight. Bringing back foreign cosmetics for family and friends preserves the giver’s status within their social network.
However, the motivation is shifting. In 2026, Chinese tourists still spend heavily, but they increasingly want experiences alongside products. Cultural immersion, local gastronomy, and artisan visits matter more than a decade ago. The shopping intent is still there, but the traveler is more sophisticated. They research brands before they travel, often on Xiaohongshu, and arrive knowing exactly what they want to buy.
Favorite Chinese destinations
Europe: a top destination for Chinese Consumers
Chinese travelers typically visit domestic historical destinations before traveling abroad. International destinations close to China, such as Japan, Taiwan, Hong Kong, and Macao, remain the most visited. Japan in particular has seen a surge in Chinese beauty tourism, with travelers buying Japanese skincare and drugstore cosmetics in significant volumes.
The European countries most visited by Chinese tourists are France (24.6% market share), Germany (15.6%), Switzerland (9.2%), and Spain (8.7%). France’s image in cosmetics, perfume, and beauty heritage remains strong. Chinese tourists feel comfortable in major French cities, which has supported steady growth in French beauty brand sales to this segment.
For beauty brands, connecting with Chinese tourists in Europe is only half the work. The more valuable step is converting that in-store moment into an ongoing digital relatio
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