World Bridge Tourism, a project to build awareness
by Welcome Chinese
B2B China Market
ITB China World Bridge Tourism
Before the ITB China travel fair began, most of the European participants joined us at World Bridge Tourism on May 9-10 in Shanghai. The initiative, organized by the European Travel Commission (ETC) and the association of European travel organizations (ETOA), enjoyed support from the European Union. Welcome Chinese partnered the meeting and brought its know-how to the panel discussions.
WHAT IS WBT - “This is just the start” promised Eduardo Santander, executive director of ETC. World Bridge Tourism is part of the preparation for the EU-China Tourism Year in 2018, the opening ceremony of which is scheduled for January 2018 in Venice. Intense B2B workshops, with more than 120 meetings, took place during the two days and special consideration was given to SMEs (small and medium European tourism enterprises).
ABOUT MARKETING AND SERVICES - The initiative was useful for a much-needed growth of awareness among European operators towards the Chinese market. Being that this is the core activity of Welcome Chinese, CEO Jacopo Sertoli commented that “European countries represent a top destination for Chinese tourists. Nevertheless they should do much more in terms of marketing, focusing on upgrading hospitality standards for hosting middle class visitors from Mainland China.”
WHY CULTURE MATTERS - Cultural activities are bound to play a growing role in attracting Chinese travelers. For instance, Italy has the highest number of UNESCO World Heritages Sites and this is an added value for this audience. On the first day of World Bridge Tourism, Dorina Bianchi, undersecretary at the Italian ministry of culture and tourism, met with Li Zhongguang, vice president of the China Tourism Academy (CTA), to discuss further opportunities for cooperation between China and Italy.