Chinese tourists visiting Europe down on prepandemic levels
Business travellers and wealthy the first to return LVMH exec
PostCOVID shopping habit shift makes comparisons hard analysts

SHANGHAIPARIS, May 5 Reuters China39;s fiveday Labour Day holiday in early May was once a good excuse for a quick European jaunt with a side of luxury shopping on the agenda.

But with flights remaining limited after China39;s border reopening in January, European luxury stores will need to wait longer for the return of masses of tourists they once depended on for growth.

That may matter less to the bottom line of luxury firms than previously thought, although brands and investors are struggling to get a handle on the Chinese consumer recovery as domestic and overseas shopping habits shift after three unusual pandemichit years.

When it comes to highend shopping overseas, retail industry executives and analysts say it may be more important to consider the type of Chinese visitors to Europe rather than just the numbers.

Air ticket prices from China to Europe are up to 80 more expensive than prepandemic, according to travel data firm ForwardKeys, and the number of travellers over the May holiday period was 64 lower than in 2019.

Those trickling back to Europe are mostly business travellers and wealthier people who have the means to travel a bit differently, LVMH Managing Director Antonio Belloni said in an interview.

Chinese visitors to places like Paris and Milan now tend to be…