Different cities possess different sub-cultures

Spring has finally arrived across Europe and with it the start of the holiday season. Tourists from all over the world will doubtless flock to the numerous European tourist destinations and once again a dramatic increase in the numbers from the Chinese mainland is predicted.

The China Tourism Academy says the number of tourists from the country who will choose Europe this year is forecast to more than double from last year's 3.5 million.

Furthermore, 100 million Chinese are forecast to travel overseas this year and this number is set to double by 2020. Most venture no further than neighboring Asian countries/destinations but this is not simply due to cost and time factors. Geographical proximity is a factor but far more important is the psychological distance. China's emerging middle class feels more comfortable with Asian culture.