Abstract
The number of Chinese tourists who selected customized tours when travelling to Europe grew considerably before the outbreak of Covid-19, but tourism research has not kept abreast of this important niche segment. Despite being the main western destination for Chinese outbound tourism, little is known about Chinese tourists in Europe. Based on these gaps, this research aims to reveal how Chinese tourists evaluate their semi-independent travel experiences in Europe via online travel reviews. The traditional content analysis is adopted to form categories and then merge them into themes. As a result, four themes are identified from nine categories. The findings contribute to the existing literature in several ways and have practical implications for business suppliers alike.