Liu Cheng director of China's National Tourism Administration's office in Rome: "We have seen big changes since 2004. At the beginning, Chinese tourists would like to visit a couple of EU countries in one trip, but now they like visiting only one country for several days, like five or six days only in Italy, Switzerland or France. They also like shopping or traveling on cruises. Their travel style has changed."
In 2004, China and the EU signed the Approved Destination Status, or ADS, Memorandum of Understanding, making EU countries destinations for outbound visits by Chinese tourists. Since then, the number of Chinese tourists visiting EU countries has been growing, and their manner of travel has changed as well.