Shoppers' top destinations

Chinese people visiting Europe may spend less because of the thriving e-commerce business in China, which may offset Chinese people's purchasing power overseas, according to Global Blue, a tourism shopping service provider. [Photo/China Daily]

But e-commerce remains both good and bad in battle among high street stores

European nations were the most favorite shopping destinations for Chinese buyers in 2012 and they are set to spend even more shopping overseas, according to a report by Global Blue, a tourism shopping service provider.

Chinese shoppers spent a record 3 billion euros ($3.9 billion) on duty-free shopping in 2012, an increase of nearly 60 percent year-on-year, according to Nyon, a Switzerland-based company. The figure could see a 20 to 25 percent growth in 2013, it added.

The amount only included transactions handled by Global Blue.

"China represented a quarter of total transactions for us. The nation is the source of the world's largest number of travelers," said Arjen Kruger, executive vice-president and chief marketing officer of Global Blue.

The company report showed more than 80 percent of Chinese tourists see shopping as a vital part of their overseas trips.

Watches and jewelry were among the most favorite items for Chinese shoppers, followed by fashion and lifestyle items.

Along with the Chinese government's intensified battle against bribery and its advocacy of a frugal lifestyle, analysts said the government's move will, to some extent, deter newly rich Chinese from spending excessively on luxury goods such as watches and jewelry.

However, Kruger believes it is still too early to assess the effect on the shopping industry.

"The actual impact may not show itself in the upcoming quarters," he said.

First choice

European countries were the top options for Chinese shoppers, said the report. Most Chinese tourists chose to visit France, Germany, Italy and the United Kingdom in 2012.

The number of Chinese tourists going to the United States accounted for about a quarter of those who visited European countries.

Although the United States government started to lure international travelers by pushing its tourism industry, Europe will remain the top destinations for Chinese travelers.