Fam trip to Calabria - Forging a new destination
by Welcome Chinese
Calabria was cited by The New York Times as one of the 52 places to visit in 2017. Nevertheless, the Southern Italian region is a totally new destination for Mandarin-speaking travelers to Italy. All the basics about the region’s environment, culture and attractions needed an initial introduction.
Escorted by two members from Welcome Chinese headquarters, the group of 13 people comprised of travel operators, journalists and web influencers landed in Rome on June 18th for a brief stop-over and then took another flight to Reggio Calabria. The trip lasted seven days and was supported by the tourism board of Calabria.
The real tour started in Reggio Calabria’s archaeological museum, where the Riace Bronzes – probably the most famed cultural relics in the region – are displayed. The itinerary moved continuously from the coast to the interior and vice versa: Scilla, the rock that faces the Straits of Messina; Tropea and Pizzo with their beautiful beaches and the famous Piedigrotta church; the city of Cosenza; Lorica and Civita in the mountainous backcountry, where ethnic minorities also dwell; a ferry boat ride at Praja a Mare and a walking tour of the old town of Gerace.
The experience provided to these Chinese guests followed five inspirational paths: food, wine and typical products; sea landscapes and beaches; mountains; culture; wellness and sport. Welcome Chinese promoted Calabria for the first time in May during the ITB China travel fair in Shanghai, while B2B meetings took place during the Fam trip too.