Chinese drive luxury retail tourism in Europe

Foreign tourists are driving the luxury retail sector in Europe to new heights, according to Julia Calabrese, CEO of designer outlet specialist McArthurGlen.

'We're seeing a lot of Russian and Chinese visitors at our five Italian designer outlets near Milan, Rome, Florence, Venice and Naples. Sales to Chinese visitors doubled last year.' In 2012, spending by Chinese shoppers doubled at McArthurGlen's portfolio of designer outlets in eight countries across Europe, including the UK, with the figure for the UK alone up 12%.

In mid-October, the UK government announced that it will simplify and streamline the visa application process for Chinese visitors visiting the country. Anthony Rippingale, McArthurGlen's Head of Tourism, welcomed the announcement: 'With Chinese tourists at our six designer outlets across the UK spending eight times more than the average shopper, the new visa changes are exceedingly good news for us as well as for the UK retail and tourism sectors as a whole. We look forward to seeing many more Chinese tourists at our centres.'

The strong growth of international tourism from is one of the major trends affecting the outlet centre industry in Europe, Calabrese said. Aside from Russia and China, other countries that are making inroads as sources of luxury tourists in Europe include South Korea, Ukraine, Kuwait, Malaysia Singapore, Saudi Arabia, United Arab Emirates and Serbia, she said. In addition to fashion, many international tourists are also interested in cosmetics, food, accessories and home furnishings, she said.

McArthurGlen has sales & marketing offices in Beijing and Shanghai, which work together with key travel trade partners, in particular local travel agents and tour operators, and national and regional tourism organisations, to ensure that the group's centres are included in travel itineraries to Europe. The company tailors the services offered at its designer outlets to cater specifically for international shoppers, with: multilingual websites, including in Chinese, guides and maps, as well as information about local tourism; shuttle services from key city locations; and training for retail staff on how to meet and exceed the service expectations of shoppers from different cultural backgrounds.

Apart from long-haul tourists, McArthurGlen’s designer outlets also target local catchment areas within a 90-minute drive as well as European tourists. While Turkey is on the radar in terms of new developments, Central and Eastern Europe is not currently on the wish list, Calabrese said. 'There are still a lot of opportunities in Western Europe. The income levels are right and we’re seeing additional growth from visitors on a national and international level.'