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With summer season kicking in, prestige European brands are closely watching Chinese tourists and monitoring spending patterns for signs of continued growth.

Here are four key summer travel trends to watch out for:

  • Chinese tourists are seeking new destinations and branching out from the usual big cities and the novice-level “must-sees” in a harried ten-day, ten-city itinerary.
  • First-time Chinese tourists to Europe are on the rise.
  • “Mega-spenders” are fewer than last year.
  • Results from luxury brands in Europe seem to run the gamut, with some such as Mulberry reporting lower sales to Chinese tourists in Europe while others such as Burberry reporting positive trends.