"Crack the China Code" Podcast - Rossella Pfundt

2026 is exposing a weakness in Europe's luxury growth model.

Traditional source markets are becoming less predictable. Luxury spending has softened. Operating costs remain high. And protecting profitable growth is getting harder.

But weaker demand in familiar markets does not mean the growth opportunity has disappeared.

It means European luxury businesses need to look at where high-value demand is coming from next — and how much of that value they are currently failing to capture.

In this episode of Crack the China Code, I break down the latest 2026 market signals and reveal an international customer segment with the spending power to create additional revenue, strengthen margins, and contribute to long-term asset value.

We will cover:

• Which long-haul market is emerging as a critical growth opportunity for Europe in 2026 — and what the latest European Travel Commission data tells us. 
• Three shifts reshaping Chinese Luxury FIT travel — and why they matter commercially. 
• Why this high-value customer represents more than additional room nights or retail transactions.
• The 2-Step Starter Formula to start converting this demand into a new revenue stream.

The real risk in 2026 isn't only softer luxury demand. It's continuing to depend on the same markets while high-value international demand is growing elsewhere.

The businesses that identify and capture these revenue streams early will be better positioned to protect profitability, diversify growth and strengthen asset value.

Episode 36 shows you where one of those opportunities is — and how to start unlocking it.

RESOURCE MENTIONED IN THIS EPISODE

FREE EXECUTIVE MANUAL

Revenue Diversification in European Luxury Hospitality & Retail
The Strategic Role of Chinese Luxury FIT Travellers

Where will your next profitable revenue stream come from?

Europe's traditional luxury travel markets are becoming less predictable. Relying on the same customer mix leaves revenue, margins and long-term asset value exposed.

My complimentary 2026 Executive Manual shows European luxury hospitality, luxury retail and premium tourism businesses how one of Europe's highest-value international customer segments can become part of a stronger revenue diversification strategy.

Inside you'll discover:

✅ Why Chinese Luxury FIT travellers represent one of Europe's most valuable international customer segments — and where the commercial opportunity lies.

✅ The market shifts and travel behaviours shaping the opportunity in 2026.

✅ Where European luxury businesses are still leaving revenue on the table.

✅ A practical 2-step framework to start turning this demand into a profitable revenue opportunity.

The opportunity is already in the market. The question is how much of its value your business is capturing.

Download the complimentary 2026 Executive Manual and identify where your next high-value revenue opportunity could come from.

➡️ Download your FREE Executive Manual here:

https://touristsfromchina.com/ctem-2/

In this episode, I will break down indispensable insights for owners and managers of high-quality tourism-related businesses in Europe to thrive with the RETURN of Chinese luxury travelers in 2026.

Right now, you see your focus market not performing as it did, and you might, and you would like to find more information about the Chinese FIT Luxury Market Segment coming to Europe; however, you might feel overwhelmed with mixed news about this market and are seeking straightforward insights to decide whether to focus on it and how to get started easily. This episode provides exactly that.

Join me as I uncover essential market insights and actionable strategies:

We will cover:

• Are Chinese travelers coming back to Europe in 2026? Discover the latest statistics and trends.
• Which travel segment is returning to Europe? Learn why this segment is ideal for high-quality businesses like yours.
• Which European business sectors will benefit the most? Find out the key opportunities for your business in 2026.
• How to attract Chinese luxury consumers. Unlock the ultimate two-step formula for success to get started in no time

This episode gives you everything you need to know to prepare your business, realign your strategy, and tap into this booming market. Take inspired action today and set your business up for success throughout the second quarter of 2026 and beyond.

Take inspired action today and set your business up for success throughout the second quarter of 2026 and beyond.

 RESOURCE  MENTIONED IN THIS EPISODE:

1) FREE 2025 EDITION: THE CHINESE LUXURY FIT TRAVELLER STARTER MANUAL

Still missing out on this most valuable revenue opportunity?

This powerful free guide is your first step to unlocking the €30+ billion Chinese luxury travel market — designed specifically for European boutique hotels, high-end retailers, DMCs, and premium tourism businesses that want to start attracting high-spending Chinese Free Independent Travelers — even if you're starting from scratch.

Inside this must-have manual, you'll get:

✅ Essential market insights to understand who these travelers are, where they’re booking, and what they expect in 202​6
✅ A proven 2-step starter strategy to make your business visible, relevant, and bookable — without needing a huge ad budget or Chinese social media
✅ Practical action tips to adapt your customer experience, touchpoints, and communication — to turn interest into real profit

 This is not theory — it’s designed for action.

Click here 
 
Download the manual now and prepare confidently for the travellers shaping Europe’s luxury tourism in 2026.

Highlights from my fully booked 2 October ETOA webinar with Tom Jenkins, CEO of ETOA — now available as a special podcast series

This episode features the second part of my fully booked ETOA webinar,
“Crack the Luxury Tourism Code 2026 – Learnings from 2025 for your success in 2026,” held on the 2nd of October 2025 and moderated by Tom Jenkins, CEO of ETOA.

With 500 signups and more than 200 participants live, the webinar underscored a crucial question European luxury tourism leaders are asking:

How can European luxury tourism–related businesses set themselves up for the traveller segment that will have the greatest impact on Europe’s luxury tourism industry in 2026 and the years ahead? 

In Part 2 of this podcast mini-series, I share the essential strategy from the webinar that will help you prepare your business for Chinese Luxury FIT travellers in 2026, including:

1. Why are most businesses in Europe not focusing on this audience

​The two myths that hold European tourism businesses back — and why these assumptions are costing them revenue.

2. The 3-Step Formula to attract this audience in 2026

A simple strategic framework used by top-performing businesses in Europe — and how you can put it into action to get started.

3. A real example: Why some brands captured Golden Week demand while others were invisible

A short, practical case study that shows how small strategic adjustments can create a significant impact.

This episode offers the strategy every luxury tourism leader needs as you prepare your organisation for the segment that will shape Europe’s luxury tourism industry in 2026.

​RESOURCES  MENTIONED IN THIS EPISODE:

1) FREE 2025 EDITION: THE CHINESE LUXURY FIT TRAVELLER STARTER MANUAL

Still missing out on this most valuable revenue opportunity?

This powerful free guide is your first step to unlocking the €30+ billion Chinese luxury travel market — designed specifically for European boutique hotels, high-end retailers, DMCs, and premium tourism businesses that want to start attracting high-spending Chinese Free Independent Travelers — even if you're starting from scratch.

Inside this must-have manual, you'll get:

✅ Essential market insights to understand who these travelers are, where they’re booking, and what they expect in 2025
✅ A proven 2-step starter strategy to make your business visible, relevant, and bookable — without needing a huge ad budget or Chinese social media
✅ Practical action tips to adapt your customer experience, touchpoints, and communication — to turn interest into real profit

 This is not theory — it’s designed for action.
 
 
 

 Download the manual now and prepare confidently for the travellers shaping Europe’s luxury tourism in 2026.

👉 Access your free Starter Manual here 

2) Clarity Session — For Leaders Ready to Set Their Business Up for the Top Spenders in Europe in 2026

If you want to unlock the Chinese Luxury FIT audience in 2026 and understand what your organisation needs to put in place, you can book a short 20-minute Clarity Session with me.

We’ll look at your potential with this audience, identify your key opportunities for 2026, outline what you need to prepare internally, and see if we are a good fit to work together.

This session is for leaders and decision-makers in European hospitality, retail, DMCs and premium tourism who are ready to take the next step and position their business for the travellers who will drive Europe’s luxury tourism in 2026.

👉 Book you

Highlights from my fully booked 2 October ETOA webinar with Tom Jenkins, CEO of ETOA — now available as a special podcast series.

Chinese luxury FIT travelers represent a major opportunity for European high-quality tourism-related businesses in 2025. If you're in hospitality, retail, destination management or premium experience delivery — this episode is your roadmap to take action before the season passes you by.

This episode features the first part of my fully booked ETOA webinar,
“Crack the Luxury Tourism Code 2026 – Learnings from 2025 for your success in 2026,”
held on the 2nd of October and moderated by Tom Jenkins, CEO of ETOA.

With 500 signups and more than 200 participants live, the webinar underscored a crucial question European luxury tourism leaders are asking:

👉 Who are the real top spenders shaping Europe’s luxury tourism industry for 2026?

In Part 1 of this podcast mini-series, I share the essential insights from the webinar, including:

1. The most lucrative luxury traveller segment in 2025

Which audience outperformed US and Gulf travellers — and why this matters now.

2. What these travellers actually spend on

Clear insights into spending patterns across hospitality, retail, culture, and premium experiences.

3. What this means for your 2026 planning

How this shift impacts boutique hotels, retailers, DMCs, and high-quality tourism businesses.

4. The strategic implications for leaders preparing for next season

Why this segment must be part of your 2026 focus — and what is at stake if it’s not.

This episode offers the clarity every luxury tourism leader needs as you finalise your strategic priorities for the year ahead.

RESOURCES MENTIONED IN THIS EPISODE: 

1) Free: The Chinese Luxury FIT Starter Manual (2025 Edition)

Are you still missing out on the most valuable luxury travel segment in Europe?

Get a short, practical guide to help boutique hotels, retailers, DMCs, and premium tourism businesses understand and prepare for the Chinese Luxury FIT audience — Europe’s top spenders.

Inside, you’ll find essential insights for 2026, a simple 2-step starter strategy, and practical tips to become more visible and relevant to this traveller segment.

👉 Access your free Starter Manual here 

2) Clarity Session — For Leaders Ready to Set Their Business Up for the Top Spenders in Europe in 2026

If you want to unlock the Chinese Luxury FIT audience in 2026 and understand what your organisation needs to put in place, you can book a short 20-minute Clarity Session with me.

We’ll look at your potential with this audience, identify your key opportunities for 2026, outline what you need to prepare internally, and see if we are a good fit to work together.

This session is for leaders and decision-makers in European hospitality, retail, DMCs and premium tourism who are ready to take the next step and position their business for the travellers who will drive Europe’s luxury tourism in 2026.

👉 Book your Clarity Session here

(Limited Availability) 

 If your luxury tourism business in Europe is seeing record visitors — but turnover is flat — you’re not alone.

The problem? You’re not attracting the right travelers.

In this episode, I break down the exact segment most European boutique hotels, retailers, DMCs and service providers are still missing:
 Chinese Free Independent Luxury Travelers — the highest-spending visitors in Europe this summer 2025.

In this episode, you’ll discover:

What’s Really Happening This Summer 2025 in Europe?
Get a clear picture of Chinese traveler volume, demand, and where they’re spending.

How Much Are Chinese Luxury FITs Really Spending?
Real numbers that show why this segment is outperforming all others — and why it matters now.

Why This Segment Is a Must — Not a Maybe
Understand what makes this market essential for recovery and growth.

The 4 Trends Defining the Chinese Luxury Traveler in 2025
Including spontaneous booking habits, wellness preferences, and shareable experience demand.

The 2-Step Starter Formula You Can Use Today
No fluff — just 2 clear, doable steps to help you become visible, bookable, and trusted by Chinese high-spending FIT travelers.

 Chinese luxury FIT travelers represent a major opportunity for European high-quality tourism-related businesses in 2025. If you're in hospitality, retail, destination management or premium experience delivery — this episode is your roadmap to take action before the season passes you by.

RESOURCE MENTIONED IN THIS EPISODE:

1) FREE: THE CHINESE LUXURY FIT STARTER MANUAL 2025

Still missing out on this summer’s most valuable revenue opportunity?

This powerful free guide is your first step to unlocking the €30+ billion Chinese luxury travel market — designed specifically for European boutique hotels, high-end retailers, DMCs, and premium tourism businesses that want to start attracting high-spending Chinese Free Independent Travelers — even if you're starting from scratch.

Inside this must-have manual, you'll get:

✅ Essential market insights to understand who these travelers are, where they’re booking, and what they expect in 2025
✅ A proven 2-step starter strategy to make your business visible, relevant, and bookable — without needing a huge ad budget or Chinese social media
✅ Practical action tips to adapt your customer experience, touchpoints, and communication — to turn interest into real profit

 This is not theory — it’s designed for action.
 
 Click here to download your manual now and make 2025 your most successful year yet.

In this episode, I break down the latest research and actionable advice for medium-sized, high-quality tourism-related businesses in Europe to make an informed strategic decision for 2025—should you start focusing on Chinese luxury travelers?
 
 With ongoing uncertainty in traditional markets like the U.S., now is the time to explore growth opportunities with Chinese outbound tourism. If you're unsure whether this is the right segment for your business, this episode is designed to give you clarity, insight, and a practical roadmap forward.
 
 Join me as I explore the latest travel trends and a unique, easy-to-implement 2-step formula to help you attract and serve this high-value audience, starting this spring 2025 and summer 2025.

In this episode, you will gain the following invaluable insights

Are Chinese Travelers Returning to Europe During Spring & Summer 2025 and Beyond?
​​Get acquainted with the latest statistics.

What Makes Chinese Visitors So Interesting for Your Luxury Business Right Now?
​Discover why these travelers are particularly valuable for your high-quality business in Europe.

Can Your Business Category Benefit?
​ Learn about the main business categories in Europe that stand to gain the most from the influx of Chinese travelers in the second quarter of 2025 and beyond.

How to Get Started?
Uncover the unique, easy-to-implement formula for attracting Chinese luxury consumers this spring and continuing beyond.

Chinese luxury travelers represent the most lucrative outbound tourism segment in Europe right now. You cannot afford to miss this opportunity if you run a boutique hotel, a luxury retail shop, a high-quality tour operation business, or any other luxury high-end service company.
 
 This episode gives you everything you need to know to prepare your business, realign your strategy, and tap into this booming market. Take inspired action today and set your business up for success throughout the second quarter of  2025 and beyond.

 RESOURCE MENTIONED IN THIS EPISODE:

1) FREE: THE CHINESE TOURISTS STARTER MANUAL 2025 

Want to unlock the Chinese luxury tourist market this year?

This free guide is tailored for  European high-quality tourism-related businesses, especially European boutique hotels, luxury retailers, and high-quality service businesses. It is your go-to resource for understanding and attracting high-value Chinese travelers in 2025. 

Inside, you’ll discover:

• Key insights into Chinese luxury traveler behavior and preferences.
• A simple, effective 2-step strategy to start marketing your business to this lucrative audience.
• Practical tips to align your services and communication style with Chinese cultural expectations

Whether you're in hospitality, retail, or travel, this guide helps you:

• Understand today’s Chinese Luxury FIT traveler
• Avoid the common mistakes most European brands still make
• Position your business as a top choice for this valuable market

 Download the manual now and make 2025 your most successful year yet.

– click here

​

In this episode, I will break down indispensable insights for owners and managers of medium-sized, high-quality tourism-related businesses in Europe to thrive with the RETURN of Chinese luxury travelers in 2025. You might feel overwhelmed with mixed news about this market and are seeking straightforward insights to decide whether to focus on it and how to get started easily. This episode provides exactly that.

Join me, alongside my guest Jay Munro Michell from the European Tourism Association (ETOA), as we uncover essential market insights and actionable strategies:

We will cover:

• Are Chinese travelers coming back to Europe in 2025? Discover the latest statistics and trends.
• Which travel segment is returning to Europe? Learn why this segment is ideal for high-quality businesses like yours.
• Which European business sectors will benefit the most? Find out the key opportunities for your business in 2025.
• How to attract Chinese luxury consumers. Unlock the ultimate two-step formula for success to get started in no time

The Chinese tourism market in Europe is a goldmine for high-quality businesses. Unlocking its potential requires preparation, and this episode arms you with the knowledge and tools to succeed. Don’t miss out on these actionable recommendations to set your business up for growth in 2025 and beyond.

RESOURCES mentioned in this episode:

1) THE CHINESE TOURISTS STARTER MANUAL 2025 - GET YOUR FREE RESOURCE

Looking to unlock the Chinese luxury tourist market for your business in Europe in 2025?

This free guide is your go-to resource for understanding and attracting high-value Chinese travelers. Inside, you’ll find:

• Key insights about Chinese luxury tourists and their preferences in 2025.
• A simple, 2-step strategy to start marketing your business to this lucrative audience.
• Practical tips to tailor your offerings and align with cultural expectations.

Position your business as a top choice for Chinese travelers and make 2025 your most successful year yet.
Download your free copy – click here

2)ETOA

You can find more information about ETOA – European Tourism Association - click here

3) CEM

You can find out more information about CEM – China European Marketplace 2025– taking place in May 2025 in Beijing & Shanghai – click here

Get ready to uncover essential insights as an owner or manager of a medium-sized, high-quality tourism-related business in Europe! In this episode, we explore the critical factors for thriving with the return of Chinese luxury travelers during the upcoming Golden Week travel period and beyond in 2024.

The essential question is: Are Chinese luxury tourists returning to Europe in the fourth quarter of 2024 the right target segment you need to focus on? With a flood of varying news and information, you might feel overwhelmed.

Get straightforward market insights to help you make an informed decision on whether to focus on this market and how to easily get started. This episode will uncover everything you need to know, so stay tuned!

Throughout this episode, you can expect in-depth insights that address these relevant questions. Additionally, you will gain invaluable knowledge, including:

• Are Chinese Travelers Returning to Europe During the Golden Week Travel Period and Beyond? Get acquainted with the latest statistics.
• What Makes Chinese Visitors So Interesting for Your Luxury Business Right Now? Discover why these travelers are particularly valuable for your high-quality business.
• Can Your Business Benefit? Learn about the main business categories in Europe that stand to gain the most from the influx of Chinese travelers in the fourth quarter of 2024 and beyond.
• How to Get Started? Uncover the unique formula for attracting Chinese luxury consumers this autumn and continuing beyond.

And that’s not all! You’ll also gain further insights tailored for your high-quality business in Europe. The Chinese tourism market is a goldmine of untapped potential for businesses like yours, and this opportunity should never be underestimated or overlooked. The current significance of this market is just the tip of the iceberg, with substantial growth promising for the future.

By implementing the insightful recommendations shared in this episode, you'll be armed with the knowledge and tools needed to unlock vast opportunities within this highly profitable market.

Don’t miss out on this chance to elevate your business and harness the power of the Chinese luxury travel market. Listen now and boost your revenue potential in the fourth quarter of 2024!

RESOURCE mentioned in this episode:

FREE ASSESSMENT ONLINE SESSION CHINESE TOURISTS EDITION:

Apply for your free online "Assessment session" to get crystal clear on how to map out your action plan to attract Chinese consumers as soon as possible for your medium-sized high-quality business in Europe - stop STRUGGLING with the Chinese consumer market. - start getting into the most lucrative market for the European tourism industry.

Click here to apply for your free session

In this episode, I will break down for you, as an owner or manager of a medium-sized high-quality tourism-related business in Europe, indispensable insights to thrive with the return of Chinese luxury travelers in Europe this summer travel period and beyond in 2024. The essential question is: Are Chinese luxury tourists returning to Europe in 2024? You hear so many different news and you feel a bit overwhelmed with all the information.

Get straightforward market insights to take an informed decision if you should focus on this market and how to get easily started. This is exactly what this episode will uncover for you, so stay tuned.

Throughout this episode, I will provide you with in-depth insights to address these relevant questions. Additionally, you can expect to gain the following invaluable knowledge:

• Are Chinese Travelers Coming Back to Europe during the Summer of 2024?:  Get to know the latest statistics.
• Which Travel Segment is coming back to Europe?: Find out which segment of Chinese consumers is returning to Europe during the summer travel period and why these travelers are particularly valuable for your high-quality business.
• Can your business benefit?: Discover the main business categories in Europe that can benefit the most from the influx of Chinese travelers in Europe during the summer travel period.
• How to get stared? : Learn the two-step success formula for attracting Chinese luxury consumers as soon as possible, starting this summer season and continuing beyond.

And gain much more insight for your high-quality business in Europe. The Chinese tourism market in Europe is a goldmine of untapped potential for high-quality-tourism related businesses like yours. This opportunity should never be underestimated or overlooked. The current significance of the market is just the tip of the iceberg, as it promises substantial growth in the future. By implementing the insightful recommendations shared in this episode, you will be armed with the knowledge and tools needed to unlock the vast opportunities within this highly profitable market.

Don't miss out on this chance to elevate your business and harness the power of the Chinese luxury travel market. Listen now and transform your revenue potential this summer.

RESOURCE mentioned in this episode:

FREE ASSESSMENT ONLINE SESSION CHINESE TOURISTS EDITION:

Apply for your free online "Assessment session" to get crystal clear on how to map out your action plan to attract Chinese consumers as soon as possible for your medium-sized high-quality business in Europe - stop STRUGGLING with the Chinese consumer market. - start getting into the most lucrative market for the European tourism industry.

Click here to apply for your free session

In this episode,  Antoaneta Becker from the China-Britain Business Council  (CBBC) joins me to dive into essential insights for owners or managers of high-quality tourism-related businesses in Europe, aiming to thrive with the return of Chinese luxury travelers in Europe in 2024 and beyond.

Is there a seasoned organization assisting European luxury tourism-related - businesses in tapping into the Chinese luxury visitor market? Throughout this episode, Antoaneta will provide detailed information to address this crucial question. Additionally, expect to gain invaluable knowledge such as:

·        Unveiling essential facts about CBBC and the support it can extend to your business.

·        Exploring the event scheduled for October 2024, offering insights and meeting Chinese business partners to kickstart your success story in the Chinese tourist market.

·        Discovering the unique two-step formula of "Be Ready for Chinese Consumer Conferences," designed to equip you adequately and maximize outcomes from conferences with the topic of Chinese consumers.

And get much more insight for your high-quality business in Europe.

The Chinese tourism market in Europe represents a goldmine of untapped potential for your high-quality tourism-related business in Europe.  Its current significance merely scratches the surface, holding the promise of substantial future growth. By embracing the insightful recommendations shared in this episode, you'll be equipped with the knowledge and tools necessary to unlock vast opportunities within this highly profitable market.

RESOURCES mentioned in this episode:

1)CBBC

You can find more information about CBBC – China Britain Business Council  click here- 

2) CHINA CONSuMER 2024:

You can find out more information about the event China Consumer 2024 –  taking place on the 14th of October 2024 in London– click here

3) FREE ASSESSMENT ONLINE SESSION CHINESE TOURISTS EDITION:

Apply for your free online "Assessment session" to get crystal clear on how to map out your action plan to attract Chinese consumers as soon as possible for your medium-sized high-quality business in Europe - stop STRUGGLING with the Chinese consumer market. - start getting into the most lucrative market for the European tourism industry.

Click here to apply for your free session