The Real Top Spenders Shaping Europe’s Luxury Tourism in 2026 — The 3-Step Strategy 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 — The 3-Step Strategy Every Leader Needs

December 03, 2025 • Rossella Pfundt • Episode 34

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

This episode features the second 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 2025 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:

How can European luxury tourism–related businesses set themselves up for the traveller segment that will have the greatest impact on Europe’s luxury tourism industry in 2026 and the years ahead?

In Part 2 of this podcast mini-series, I share the essential strategy from the webinar that will help you prepare your business for Chinese Luxury FIT travellers in 2026, including:

1. Why are most businesses in Europe not focusing on this audience

The two myths that hold European tourism businesses back — and why these assumptions are costing them revenue.

2. The 3-Step Formula to attract this audience in 2026

A simple strategic framework used by top-performing businesses in Europe — and how you can put it into action to get started.

3. A real example: Why some brands captured Golden Week demand while others were invisible

A short, practical case study that shows how small strategic adjustments can create a significant impact.

This episode offers the strategy every luxury tourism leader needs as you prepare your organisation for the segment that will shape Europe’s luxury tourism industry in 2026.

RESOURCES MENTIONED IN THIS EPISODE:

1) FREE 2025 EDITION: THE CHINESE LUXURY FIT TRAVELLER STARTER MANUAL

Still missing out on this most valuable revenue opportunity?

This powerful free guide is your first step to unlocking the €30+ billion Chinese luxury travel market — designed specifically for European boutique hotels, high-end retailers, DMCs, and premium tourism businesses that want to start attracting high-spending Chinese Free Independent Travelers — even if you're starting from scratch.

Inside this must-have manual, you'll get:

✅ Essential market insights to understand who these travelers are, where they’re booking, and what they expect in 2025
✅ A proven 2-step starter strategy to make your business visible, relevant, and bookable — without needing a huge ad budget or Chinese social media
✅ Practical action tips to adapt your customer experience, touchpoints, and communication — to turn interest into real profit

This is not theory — it’s designed for action.

Download the manual now and prepare confidently for the travellers shaping Europe’s luxury tourism in 2026.

👉 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 you