Revealed: the fastest-growing European destinations for Asian travellers

TD Guest Writer

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The UNESCO-listed Austrian town of Hallstatt is the fastest-growing European destination for Asian travellers, according to a study by

The booking site revealed that it experienced a 101.4% jump in hotel bookings for Hallstatt among its Asian customers in 2015, compared to the previous year.

Another scenic town, Füssen in the German region of Bavaria, was the second fastest-growing destination, with an 87.3% jump in bookings, followed by the UK cities of Glasgow (+85.1%) and Oxford (+78.3%) in third and fourth places respectively. Cesky Krumlov (+70.7%), in the Czech Republic’s South Bohemia region, was fifth.

Neuschwanstein Castle near Fussen
Neuschwanstein Castle near Fussen

“Our travellers from Asia are broadening their reach and we are seeing faster growth rates in the types of European destinations people visit after they’ve already been to the bigger cities,” said John Brown, chief operating officer of Agoda.

Hallstatt has become a popular destination for Chinese tourists in recent years, so much so that a replica of it was built in Guangdong province in 2012. But Agoda noted that it’s not just Chinese tourists visiting the Austrian town anymore, with “visitors from all over Asia” contributing to its growing popularity.

Other scenic towns and cities in central Europe also saw rising popularity, with Austria’s Salzburg (+66.9%) in sixth place and Germany’s Heidelberg (+63.9%) in seventh. The top 10 was completed by the French city of Avignon (+60.7%) and the Swiss towns of Grindelwald (+59.5%) and Interlaken (+56.5%).
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