The capital of the Czech Republic has become a favorite destination of Chinese tourism in Europe. We discover the new invasion coming from the Far East
While seeming to be not so familiar with good manners, in compensation, they are big spenders and are great romantics. This could be the typical profile of Chinese tourists who have been flocking to Prague for some time, as they have indeed in all the most beautiful cities in the world. What contributed to attracting them to the Czech capital recently, it seems, was a romantic movie, set in the Golden City, a Chinese production, which has had a huge success this year in the Land of the Dragon.
First things first, though, and let’s describe this invasion using figures. In the second quarter of 2015, as noted by Český statistický úřad, the national statistical authority of the Czech Republic, the number of Chinese tourists reached 86,000, a figure close to that of Italian visitors (91,000), with the difference being that the latter, in comparison, are merely a stone’s throw from Prague.
There are in fact all the premises for the predictions of CzechTourism to come true, the Czech state agency supporting tourism, which for 2015 expects a total of nearly 300,000 Chinese visitors, an increase of approximately 50% from 2014.
The Czech operators are rubbing their hands, because arrivals from China are treating the wounds caused by the collapse of the Russian tourism, in freefall in Prague and its surroundings since tensions erupted between Moscow and Ukraine, also on account of the economic crisis in Russia.
After the Japanese wave of the nineties, and the mass arrival of Koreans from 2000, today the Chinese are also the main representatives of the Asian tourism in Prague and its surroundings. The numbers speak for themselves: last year, the number of tourists from the Land of the Dragon was 211,000, ahead of 195,000 Koreans and 125,000 from Japan.
At the end of September the new direct air link Prague – Beijing will be activated, which will be operated by the Chinese company Hainan Airlines, with flights three times a week, performed with a Boeing 767. This is also a sign of the scale of the phenomenon, especially considering the seemingly well-advanced stage of negotiations for the activation of another direct connection: Prague – Shanghai.
Brief stays and very much shopping
The Chinese are very much “hit and run” tourists with average stays that do not go beyond two nights, as their trips are almost always combined with visits of other European cities, such as Rome, Vienna and Paris. In such a short time, but at a frantic pace, almost always also managing the classic out-of-town trip, with Český Krumlov and Karlovy Vary being the most popular, they above all like to dedicate themselves to what seems to be their favourite passion, shopping, an activity in which they excel.
The Chinese are in fact the top spending tourists par excellence, and for their willingness to dip into their wallets they have now overtaken the Russians and everyone else. In this area, they buy Made in Czech Republic, therefore crystal, but do not neglect other products, such as the luxury shops of the fashion centre of Prague. It is no coincidence that some of the boutiques of Pařížská ulice have begun to equip themselves with at least one shop assistant who can mumble at least a few words of Mandarin.
With an average receipt of about 21,000 crowns (about 800 Euros), they are ranked in first place in the tax free shopping tables, i.e. the purchase of goods for which on exiting from the Czech Republic the refund of VAT is requested. Data from Global Blue, the international company that deals with reimbursement procedures, also show how in the second quarter of 2015, Chinese shopping in the Czech Republic has proudly displayed an annual increase of 119%.
Loud, demanding, in short fairly difficult customers
But how are these Chinese tourists seen up close? The words can only go to those who know them best: shopkeepers and hoteliers. The opinions received, all subject to absolute anonymity, it must be said, are rather unflattering. They are in fact not considered to be among the easier customers to manage.
“Let’s say they do not go unnoticed. They are noisy, often shout and make demands which are often hard to satisfy”, says an employee of a luxury hotel in the centre.
“It is unlikely that they will speak a language other than their own. In English they almost always just about manage to say ‘how much?’. However, they are extremely suspicious and it is possible that they will even try to negotiate the price. Luckily, in the end they buy, and if they buy they really buy”, is the testimony of the salesgirl of a stylish crystal boutique. “I must say that even foreigners of other nationalities have their flaws. Italians, for example, are more likeable, but often talk and talk, and end up not buying anything”.
The film that made them fall in love with Prague
As we said, it was a romantic film, set in Malá Strana, Charles Bridge and the Old Town, with a Chinese cast and production, which this year has literally made the love of the Dragon for Prague explode, resulting in a boom in tourism.
What ignited the spark was the film “Somewhere Only We Know”. Since last February, on the eve of Valentine’s Day, when the Chinese cinemas began to screen it, arrivals from the Asian country have increased by 50%, with even better prospects for the coming months.
“Being here is like a dream for us”, some enthusiastic girls we encountered on Wenceslas Square confirm, while struggling with a group selfie. “The film? Of course we have seen it, very beautiful and moving. We’re finding all the locations and panoramas that we admired in the cinema. Prague, however, in reality is even more fascinating. Beautiful! “ confirms Mei, a university student from Beijing.
“Somewhere Only We Know”, for the record, is the story of Jin Tian, a young woman who decides to travel to Prague, the city where her recently deceased grandmother lived in the past and experienced a heart wrenching love story, and where Jin herself ends up finding the man of her life. In short, the classic tear-jerker, embellished by the most beautiful images that Prague has to offer. Evidently a perfect mix to make the Chinese go crazy, especially young people, and allow them to die from the desire to set off, in the footsteps of their heroes, for the Czech Republic and the heart of Europe.
by Giovanni Usai
