The Real Top Spenders Shaping Europe’s Luxury Tourism in 2026 — Indispensable Insights Every Leader Needs Artwork

"Crack the China Code" Podcast - Rossella Pfundt

Crack the China code is a podcast dedicated to helping European tourism-related business owners and European consumer product businesses to unlock the Chinese outbound tourism market and the Chinese eCommerce market. I am Rossella Pfundt, and I hold an MBA from the Fudan University in Shanghai, I have worked for more than a decade as a China market expert. I have helped a lot of businesses and associations in Europe to build up their successful- strategy for the Chinese market.In crack the China code I talk about the best strategies, latest insights, behind-the-scenes secrets, and mindset shifts to help you to set up your business with the most lucrative target audience for the European tourism-related industry and consumer product industry. Whether I talk about trends, strategies, case studies, or tips –in each episode I want you to gain practical and actionable information that you can implement immediately into your business in order to access the most lucrative market for European businesses. Realize that this market is available for you and you can unlock it so that you can increase your turnover massively!

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"Crack the China Code" Podcast - Rossella Pfundt

The Real Top Spenders Shaping Europe’s Luxury Tourism in 2026 — Indispensable Insights Every Leader Needs

November 28, 2025 • Rossella Pfundt • Episode 33

Highlights from my fully booked 2 October ETOA webinar with Tom Jenkins, CEO of ETOA — now available as a special podcast series.

Chinese luxury FIT travelers represent a major opportunity for European high-quality tourism-related businesses in 2025. If you're in hospitality, retail, destination management or premium experience delivery — this episode is your roadmap to take action before the season passes you by.

This episode features the first part of my fully booked ETOA webinar,
“Crack the Luxury Tourism Code 2026 – Learnings from 2025 for your success in 2026,”
held on the 2nd of October and moderated by Tom Jenkins, CEO of ETOA.

With 500 signups and more than 200 participants live, the webinar underscored a crucial question European luxury tourism leaders are asking:

👉 Who are the real top spenders shaping Europe’s luxury tourism industry for 2026?

In Part 1 of this podcast mini-series, I share the essential insights from the webinar, including:

1. The most lucrative luxury traveller segment in 2025

Which audience outperformed US and Gulf travellers — and why this matters now.

2. What these travellers actually spend on

Clear insights into spending patterns across hospitality, retail, culture, and premium experiences.

3. What this means for your 2026 planning

How this shift impacts boutique hotels, retailers, DMCs, and high-quality tourism businesses.

4. The strategic implications for leaders preparing for next season

Why this segment must be part of your 2026 focus — and what is at stake if it’s not.

This episode offers the clarity every luxury tourism leader needs as you finalise your strategic priorities for the year ahead.

RESOURCES MENTIONED IN THIS EPISODE:

1) Free: The Chinese Luxury FIT Starter Manual (2025 Edition)

Are you still missing out on the most valuable luxury travel segment in Europe?

Get a short, practical guide to help boutique hotels, retailers, DMCs, and premium tourism businesses understand and prepare for the Chinese Luxury FIT audience — Europe’s top spenders.

Inside, you’ll find essential insights for 2026, a simple 2-step starter strategy, and practical tips to become more visible and relevant to this traveller segment.

👉 Access your free Starter Manual here

2) Clarity Session — For Leaders Ready to Set Their Business Up for the Top Spenders in Europe in 2026

If you want to unlock the Chinese Luxury FIT audience in 2026 and understand what your organisation needs to put in place, you can book a short 20-minute Clarity Session with me.

We’ll look at your potential with this audience, identify your key opportunities for 2026, outline what you need to prepare internally, and see if we are a good fit to work together.

This session is for leaders and decision-makers in European hospitality, retail, DMCs and premium tourism who are ready to take the next step and position their business for the travellers who will drive Europe’s luxury tourism in 2026.

👉 Book your Clarity Session here

(Limited Availability)