Europe has become an important destination for Chinese tourists. In 2009, more than 2 million Chinese traveled to Europe, with the number for 2010 expected to hit 2.5 million.

Chinese tourists consume a lot in Europe. Statistics from Global Blue, a tax-free shopping company, show that from January to October 2010, the consumption of Chinese tourists at their stores rose by 99 percent over the same period in 2009.

Over the past 30 years, outbound tourism from China has enjoyed rapid growth. Statistics from 1990 to 2009 show an average increase rate of about 20 percent every year.

In 2009 global tourism was affected deeply by economic risks and the H1N1 virus. Tourist numbers into Europe and North America, which are important parts of global tourism, as well as to the Middle East, all underwent a depression. However, outbound tourist numbers from China maintained a strong growth.

In 2009 the number of Chinese tourists going overseas grew by 4 percent, while the rest of the world suffered a 4 percent drop. In 2010, the Chinese growth rate hit 20 percent. There are two reasons for this rapid growth.

First, Chinese authorities have implemented policies to provide a friendly environment for outbound tourists.

Second, rising living conditions have expanded the demand for overseas tourism.

Chinese tourists are attracted by the varied and rich resources in Europe. Many Chinese tourists have read Greek and Roman mythology, and are familiar with cities such as Paris, London, Venice and Berlin.

And tourism visa processes have been simplified. After EU adopted the unified visa system in April 2010, the European Commission began negotiating with EU members and is trying to simplify visa processes for Chinese tourists.

Britain has promised to adjust its visa system by reducing costs and shortening the process. The Germany embassy in Beijing started an online reservation system in August 2010.

Greece now allows some Chinese citizens to enter without having to apply for a visa. And the Italian Tourism Ministry has set up a Beijing office in China.

At the same time, European countries are trying to provide better services to Chinese visitors. Greece is working on translating the introduction of scenic spots into Chinese. And Spain has introduced initiatives including special recipes, dining times and schedules that fit Chinese preferences, and guides who can speak Chinese.

In London, Chinese tourists can exchange the yuan into sterling easily. On tour buses in Paris, there are Chinese guides. When shopping in Galleries Lafayette, you can pay by yuan or UnionPay, a Chinese debit card.

China's outbound travel market is becoming more diverse, featured by the preferences in choosing destinations and products.

Though most travelers still prefer Germany, Britain, France and Italy, countries such as Greece and Iceland have begun to gain favor.

Chinese travelers attach more importance to learning more about the country they are visiting, instead of just sightseeing. Moreover, products characterized by business sessions, studies, cultural and technological exchanges, worship and health are becoming popular.

Fleeting visits, such as 15 countries in a week, are now losing favor, while high-quality theme travels are attracting Chinese visitors, such as shopping in France, honeymooning in Greece, skiing and treatments in Switzerland, fashion shows in Italy or summer camps in Britain.

Through joint efforts of China and Europe, more Chinese citizens will visit Europe, not only to see historic spots, but to feel the daily life of Europeans.

The author is head of International Tourism Development Institute of China Tourism Academy.