The European Travel Commission is holding an event this week in Barbican Centre, London, to launch the 2018 EU-China Tourism Year. ETC and ETOA will unveil their plans for the World Bridge Tourism project sponsored by the European Commission on the 3rd of November.
"China-EU Tourism Year 2018" was declared by Chinese Premier Li Keqiang and the President of the European Commission Jean-Claude Juncker in July 2016. The initiative is sponsored by the European Travel Commission and "Welcome Chinese" certification organizations, organized by the Select Holding and supported by member countries of the European Commission and the European Travel Commission.
Tom Jenkins, ETOA CEO said: "China remains one of the most important future markets for European Tourism, and that there is a designated year for tourism co-operation is of course to be welcomed. How Chinese visitors are welcomed and accommodated, how their expectations can be met is one of the central topics that the industry has to address: this initiative will help them do so."
“The EU-China Tourism Year is a great opportunity for the European tourism industry to explore the Chinese market, but also learn how to attract Chinese visitors and offer them the best experience”, saidEduardo Santander, ETC Executive Director. “ETC is looking forward to cooperating with the European Commission and the other EU tourism stakeholders, making sure that we turn this possibility into a great success.”
China is the world’s largest travel market in terms of both outbound travel and expenditure. Lately, European destinations have strengthened their position in this market, attaining 10,1 million Chinese visitors in 2015, accounting for a share of 13% of all outbound travel from China. ETC opened its Operations’ Group in Beijing in 2010, and has recently delivered extensive market intelligence on the Chinese market.
According to Ecns.cn, for the majority of Chinese tourists, a holiday to Europe can be quite expensive - the flights can cost more than a holiday in Thailand. But that's about to change. The European Travel Commission is planning to offer Chinese tourists more value for their money.
"In terms of preparing the China-EU 2018 Year Tourism, it is to be sure that the Chinese businesses and the European businesses create the packages that the Chinese visitors want," said Lowri Evans, Director-General, Internal Market, Industry, Entrepreneurship and SMES, European Commission.
"Destinations which we call the 'hidden gems' are now popping up in the interests in the Chinese. The issue here is that we need more air connectivity because we need all these destinations to be reachable for Chinese people," said Eduardo Santander.
"Tourists from China can be safe, they won't be mixed with refugees or be part of any kind of problem related to the refugee crisis. We have teams in the European Union, working together and consolidating for European countries. It's working very good," Santander said.
World Bridge Tourism will be the curtain raiser for a major initiative that will take place the following year, when the EU–China Year of Tourism 2018 will take place. During that year an unprecedented level of attention will be paid to the growing importance of China as an origin market, and the changing preferences and behaviour patterns of Chinese visitors.
The event will begin at 13:00 with a networking lunch until 14:00. Afterwards, there will be an address from Dr Eric Philippart, European Commission from 14:00 till 14:10. Right after him there is also going to be an address from the European Parliament this time, which will also last for 10 minutes. At 14:20 is going to be presented by ETC/ETOA research team, “The size and potential of the Chinese Outbound Market”. After this 30-minute presentation is another one from Professor Wolfgang Arlt this time, about the evolution of the Chinese visitor over years. At 15:20 there is a coffee break for half an hour. After the break will be another 30-minute presentation from Mr Jacopo Sertoli from Welcome Chinese, concerning the welcoming of the Chinese visitor. At 16:20 until 16:50 will take place a presentation about the “ETC-ETOA Co-operation on Chinese Workshops”, from Eduardo Santander, ETC and Tom Jenkins, ETOA. Finally, at 16:50 there are the closing remarks until 17:00.
