Episode 34: The Real Top Spenders Shaping Europe’s Luxury Tourism in 2026 —The 3-Step Strategy Every Leader Needs
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
Download the manual now and prepare confidently for the travellers shaping Europe’s luxury tourism in 2026.
2) FREE: Clarity Session — For Leaders Ready to Set Their Business Up for the Top Spenders in Europe in 2026
If you are ready to set your business up for the Top Spenders in Europe in 2026 and want to understand what your organisation needs to put in place to unlock the Chinese Luxury FIT audience, you can book a short 20-minute Clarity Session with me.
In this focused conversation, we will:
- look at the potential of this audience for your organisation
- identify your strongest opportunities for 2026
- outline what is needed to prepare your strategy and internal readiness
- and see if we are a good fit to work together on your 2026 China FIT strategy
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
Click here to listen on iTunes or Spotify.
