The UEFA Euro 2024 soccer tournament in Germany has resulted in a significant increase in sports tourism, particularly among Asian travelers, according to data from Trip.com Group. Bookings to Germany from Asian tourists have risen by 125%, with Chinese tourists leading the way with a 132% increase. Frankfurt, Munich, and Cologne are the top destinations, with Frankfurt experiencing the highest volume of bookings.
The rise in sports tourism is attributed to the growing middle class in Asia with disposable income for leisure activities, including international travel and sports events. Asian travelers are drawn to major sporting events like the UEFA Euro 2024, which allows them to combine their love for sports with cultural exploration. They are also willing to spend significantly more than UK consumers, with most bookings being for 4 and 5-star hotels.
Flight connectivity between Germany and China has also contributed to the surge in travel, with a 70% increase in direct flights from China to Germany compared to last year. Over half of the China-Germany bookings are for connecting flights, with main transit points including Dubai, Abu Dhabi, Doha, Paris, Amsterdam, and Helsinki. Alipay+ has partnered with more than 400,000 merchants in Europe to accept mobile payments from 14 international e-wallets and banking apps.
Despite concerns over Schengen visa processing delays, Asian travelers are planning their trips well in advance to mitigate any potential issues. Visa applications for summer travel globally have increased by 1.5 times compared to last year. Visitors are extending their stays beyond the event to explore Europe more comprehensively, with significant bookings observed both before and after the event.
Post-event data from Trip.com shows a surge in bookings from China to European destinations, with travel to Germany alone increasing by over 200% year-on-year. Travel to other popular destinations like France, Spain, and Italy has also seen booking increases exceeding 180%. Alipay+ continues to expand its cross-border mobile payment acceptance and merchant coverage to provide ease of travel for Asian fans visiting Europe for major sporting events.
Overall, Trip.com Group expects the trend of increased travel to Europe from Asian consumers to continue with upcoming events like the Summer Olympics in Paris further driving interest. Through partnerships with merchants in Europe, Alipay+ aims to provide convenience and flexibility in payment solutions for travelers, ensuring a seamless travel experience for sports fans from around the world.
