US, Oct. 6 -- Europe is positioning itself to capture more of this returning business. ETOA - European Tourism Association is expanding its Showcase: Outbound China 2027 from Beijing and Shanghai to Chengdu, taking European tourism suppliers directly to buyers in western China.

For the United States, this should be a wake-up call.

China was once one of the USA's most valuable international visitor markets. Today, the Chinese outbound market is recovering while U.S.-China geopolitical tensions, air connectivity, visa issues and perceptions of welcome complicate the American tourism industry's ability to regain its former share.

The question is no longer whether Chinese outbound tourism will recover.

The question is whether Europe will...