European travel companies have a lot to do in attracting Chinese tourists in a global market, as fast growth in China's outbound travel sector is bringing significant change and great benefits to the industry, a research report said here recently.

The number of Chinese outbound tourists visiting Europe is expected to increase to 4.5 million by 2015 and around 8.6 million by 2020, said a report from the University of London's School of Oriental and African Studies (SOAS).

The report, titled "How the Rise of Chinese Tourism will Change the Face of the European Travel Industry," said the increase would give the European travel industry a potential income of more than 2 billion Euros in the next ten years.

The SOAS report said that in 2010, China's outbound tourists spent 35 billion Euros in their travels, up 14 percent from the previous year. This figure is expected to reach 40.2 billion Euros in 2011, a rise of 14.6 percent.

"The European tourist industries still have much to do to adapt effectively to the new influx of Chinese tourists," it said.

The report found that the social media is quick, influential and popular. “The travel industry has to take social media seriously. Used appropriately, the marketing potential is enormous and opens up opportunities for players at all levels," said Kevin Latham, author of the report.

Additionally, large companies are likely to provide bespoke packages tailored to Chinese lifestyles and interests, including providing Chinese speaking staff and organizing vineyard tours in France, in order to attract more Chinese clients, the report said.