ETOA Webinar | China Outbound: Prospects for 2026-2027

January 13, 2026
ETOA WebinarsInsights

China, which had become a mainstay of Europe’s inbound tourism market, has experienced an uneven recovery following the COVID years. This unevenness is particularly evident in the geographic spread of demand. While some Schengen countries are expected to return to pre-pandemic levels in the near term, the UK is projected to reach 2019 volumes only toward the end of the decade.

Our expert panels explored several key challenges and trends, including:

  • Visa and access issues
  • The impact of rising costs across Europe
  • Shortages of suitable accommodation
  • Demographic changes within China

In addition, the discussion touched on evolving Chinese traveller preferences and the growing challenge for group operators posed by self-booking.

Panellists:

  • Professor Wolfgang Arlt, CEO, COTRI
  • Scott (Jinxiang) Huang, General Manager – Beijing, G2 Travel
  • David Edwards, Tourism Insight Expert, ETOA

This webinar is chaired by Tom Jenkins, CEO, ETOA.

Presentation

David Edward’s Insight on China’s Market

A month-long initiative dedicated to strengthening ties between European tourism and the fast-growing Chinese travel market.

The programme includes a full schedule of online insight sessions and expert-led webinars, alongside online and in-person networking opportunities. With tiered packages depending on your needs, this targeted investment offers a high return, and a chance to upskill and learn about this important inbound market.

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