The Awakening of Chinese and Asian Tourism. Digital Payments, Spending Behaviors, and Driving Sectors

Asian tourism, and Chinese tourism in particular, has once again become a central phenomenon for the global economy, with signs of recovery directly involving the Italian market.

The goal of this panel is to provide an exclusive analysis of the data collected during the October 2025 Golden Week, presented for the first time at TTG–Travel Experience: trends, flows, most popular destinations, spending behaviors, and driving sectors.

With insights from experts in retail tourism and digital payments, the discussion will highlight the new needs of Chinese travelers, the role of technology in enhancing the shopping experience, and the opportunities for the Italian tourism system to capture this demand.

In short, the session aims to offer a perspective on both the present and the future of Chinese tourism, in line with the theme “Awake” and with the awareness that we have already entered a new era shaped by rapidly evolving habits, markets, and paradigms.