Chinese nationals saw a notable increase in Schengen visa applications during the first half of the year, with numbers rising by double digits. Despite a challenging global travel landscape, the desire to visit Europe remained strong.
Italy and Germany continued to attract Chinese tourists, thanks to their rich cultural heritage, business opportunities, and educational institutions. Visa applications for both countries experienced significant growth after the summer peak, from May through July.
Interest in lesser-known European destinations also grew, including Belgium, Bulgaria, the Czech Republic, and Portugal. The Baltic nations of Estonia and Latvia saw increased applications, as did Nordic countries like Finland, Iceland, Norway, and Sweden.
The upcoming 2026 FIFA World Cup spurred more travel to Europe and North America this summer, according to industry insiders. After Norwegian football star Erling Haaland’s outstanding performance, travel inquiries to Norway surged, reflecting increased enthusiasm for the region.
Traditional long-haul destinations such as Canada, Switzerland, the UK, and the US remained favorites among Chinese travelers, mainly for studying abroad, visiting family, or business trips. Since the return of group tours to Canada last November, there has been a surge in demand for study travel to North America.
For nearby destinations, South Korea welcomed 12.8 million international visitors in the first seven months, marking a 21% increase from last year. Nearly one-third of these visitors were from mainland China, and the country expects Chinese travelers to surpass seven million this year.
Major Chinese cities like Shanghai, Beijing, and Guangzhou continued to lead in outbound visa applications during the first half of the year. Meanwhile, outbound travel from Hangzhou and Chengdu increased, supported by new direct flight routes. Shenzhen, Wuhan, Xi’an, and Kunming also showed strong growth in visa applications.
Elderly travelers made up over a third of all Chinese outbound visa applicants in the first half, becoming a key segment for long-distance cultural tours in Europe, historical sightseeing, cruises, and themed trips, according to industry data.
As upcoming holidays—National Day, Christmas, and New Year—approach, demand for visa appointments to popular European destinations remains high. Some slots are challenging to secure, so travelers are encouraged to plan well in advance.