Press release, Paris, 21st of July 2014
Brazilian, Chinese and Russian tourists in Paris:
A love and shopping story!
With more than 83 million tourists last year, France is still the world’s leading tourism destination
in terms of people, but not in terms of money spent by tourists.
In France, the amount of foreign tourists grows slower than global tourism; it also produces less profit
than tourism in other great countries (USA, China, and Spain). However, tourism is a powerful
development lever for France.
In order to understand their travel and shopping behavior, Abington Advisory conducted a study on
Brazilian, Chinese and Russian’s tourists, who represent the most important development potential.
These three nationalities stay approximately 10 days in Paris, and a quarter wants to do shopping.1
Paris: not only a place for leisure and discovery, but a place to shop too
Even if 73% of these tourists come to visit Paris mostly for the many touristic places and 29% for their
own leisure, 28 out of 100 say the main reason for their trip is shopping.
Chinese tourists mostly come to visit Paris with friends (53%) while Brazilians and Russians like to
visit the capital in couples (40% for the Russians and 30% for the Brazilians).
China has more business travelers than Russia and Brazil (12%).
France is not the only destination when these tourists go for a European trip. Italy (18%), Switzerland
(13%) and Spain (12%) are among their favorite destinations.
1
Survey methodology: study performed in June and July 2014 with the support of Junior ESCP (Ecole Supérieure
de Commerce de Paris) through the interview of 663 tourists [Brazilians (230), Chinese (233) and Russian (200)],
on Parisian tourist sites (Champs-Elysées, Boulevard Haussman, Faubourg Saint-Honoré and Notre Dame).
Press release, Paris, 21st of July 2014
Only a small portion of their budget is dedicated to accommodation
42% of these tourists dedicate between 3.000 and 10.000€ to their trip in Paris. Brazilian tourists are,
among the three nationalities. With 6150€, Brazilians have the highest average budget (average of
the 3 nationalities is 4980 €).
37% of Chinese and 33% of Russian tourists only spend 500 to 1.500€ for their trip. In fact, this study
points out the huge disparity among Chinese visitors: on one hand, there are wealthy visitors spending
large amounts for hotels and luxury products and on the other hand, there are Chinese tourists with
a limited budget when compared to other nationalities.
These tourists have a 10 days average trip (14 days for the Brazilians when 61% of the Chinese stay
less than 5 days in Paris) during which they spend 160€ for each night at the hotel. Accommodation
only represents 32% of their total expenses.
Paris is the first shopping destination in Europe
Unsurprisingly, Paris is still the ideal place to do shopping in Europe mostly with the Champs-Elysées
and the boulevard Haussmann (45%). Tourists also shop on the Faubourg Saint Honoré Street, Place
Vendôme and the Bon Marché neighborhood.
Paris is followed by London (25%), where stores stay open on Sunday, and Milan (18%). For 47% of
the people surveyed the main reason why Europe is an attractive place to shop is the diversity of
articles proposed. Russian tourists rather like the exclusivity of European articles (47%) while the
Chinese pay more attention to price (41%).
A great knowledge of French brands and a strong interest in luxury
Even if foreign tourists prefer luxury brands such as Louis Vuitton (27%), Chanel (14%) and Dior (12%),
they do not neglect brands like Sephora, Zara and H&M.
These tourists mostly buy clothes (51%), souvenirs (40%) and cosmetics/perfumes (38%).
For these products, they spend in average 151€ for perfumes, 295€ for clothes and 855€ for leather
goods. It is not surprising knowing that Louis Vuitton is the first brand named in this category.
Press release, Paris, 21st of July 2014
This consumption behavior changes depending on the nationality: One third of Chinese tourists
bought a bag during their trip; this is their most expensive purchase before watchmaking.
Most of these holidays’ purchases are impulsive (for 40% of them) but quality (25%) and brand
image (15%) are also important criteria, especially for perfumes and cosmetics.
Airports are strategic locations for brands
44% of the tourists willing to buy products at the airport before their departure have a budget of
645€ for that purpose. When Brazilian tourists are mostly tempted by wine and food (79%), Chinese
and Russian tourists focus on perfumes and cosmetics.
Whether for couples, friends or family, Paris is still the best destination to combine shopping and
culture. Brazilians, Russians and Chinese visiting Paris have different habits and expectations during
their trip; but 63% of them say they would love to come to France again!
About Abington Advisory:
Abington Advisory is the first consulting firm built from Darwin’s Evolution Theory and applying it
to the business world. Abington Advisory’s vocation is to support the profound economic mutation
by transforming operational models of its clients. Abington Advisory was founded in 2013 by
professionals with more than 20 years of experience in major firms. Abington Advisory has
operations in France, Lebanon and Dubai.
Press contact: Profile PR
Daiana Hirte / Ylhem Benhammouda
01 56 26 72 32 / 01 56 23 72 17
[email protected] / [email protected]