With ITB China 2018 having been designated as an official partner event of the EU-China Tourism Year (ECTY), Europe again had a strong presence at the three-day travel trade fair with a dedicated ECTY Pavilion. Having the largest space on the floor, the ECTY Pavilion showcased a multitude of European tourism products and destinations by hosting more than 40 European destinations and operators. In addition to the Europe pavilion, there was a distinct individual presence of other major European destinations such as Finland - this year's partner destination.

Co-funded by the European Union, the initiative was part of a wider programme of activities and events established on the occasion of the 2018 EU-China Tourism Year (ECTY). In this regard, a dedicated ECTY Panel Discussion took place at ITB China Conference to further address the challenges and opportunities of the EU-China Tourism Year and beyond.


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EU-China Tourism Year FAM Trips 2018
ECTY familiarization trips bring 70 top Chinese tour operators to Europe

The European Travel Commission (ETC), the European association of National Tourism Boards, in partnership with the European Tourism Association (ETOA) and several European destinations, hosted the first pan-European familiarization trip to foster inbound tourism to the European Union from China on the occasion of the EU-China Tourism Year (ECTY). From 8 March to 15 March 2018, 70 qualified tour operators from first and second tier cities across China had the opportunity to experience European destinations through and beyond its famous gateway cities.

The Chinese tour operators organised into seven clusters that followed simultaneously different transnational itineraries based on their singular interests and product portfolio. These destination clusters included fifteen countries in the macro-regions of the Adriatic, the Balkans, the Baltic, Benelux and Central Europe. The programme commenced with the Partnerships in European Tourism (PET) conference and B2B workshop between tourism-related European companies and Chinese operators hosted by ETC, ETOA and the European Travel Agents’ and Tour Operators’ Association (ECTAA) in Berlin on 6 and 7 March.

COTTM 2018


Europe and the EU-China Tourism Year (ECTY) were designated as official event partners of the 2018 edition of the China Outbound Travel & Tourism Market (COTTM). The three-day business to business travel trade fair took place from 16 to 18 April in Beijing.

A dedicated Europe Pavilion at COTTM showcased a number of European tourism products and destinations among which national presences of Latvia and Romania, as well as other major European destinations such as Regione Piemonte (Italy) and Lakeland (Finland). The Europe Pavilion at COTTM, which had the support of the European Union, was part of an ambitious programme of activities in the frame of the 2018 EU-China Tourism Year (ECTY), including business to business matchmaking events and communication marketing campaigns.


How to travel in Europe
Travel tips for Chinese travellers

The European Travel Commission released a series of four animated videos that address some of the most important challenges and barriers that Chinese tourists, primarily Free Independent Travelers (FITs), face when planning a trip to Europe. The pan-European videos provide in-depth educational content in an entertaining way.

You can watch the videos by scrolling down.

The first video about visa policy explains the difference between Schengen and non-Schengen countries and touches the basic conditions Chinese traveler must follow when applying for visa to European countries.

The second video talks about monetary issues such as exchange rates, Euro-zone and tax-free shopping.

The third video describes the means of public transport Chinese tourists can use when travelling between European countries.

The fourth video explains to the Chinese travelers the different options of staying connected to the internet in Europe and thus always having the possibility to share their traveling experiences.

World Bridge Tourism FAM Trips 2017
Chinese tour operators deepen their knowledge of Europe

Chinese tour operators were given the opportunity to participate in trans-national familiarization trips in order to extend their knowledge of Europe as a communal entity of inter-connected countries. The fam trips were organised by ETC and took place in October 2017. World Bridge Tourism (WBT) was a 2017 project supported by the European Union, in order to increase the flows of visitors from China to the EU. The project featured an extensive programme of research and webinars aimed at increasing the understanding of the needs of Chinese visitors within the European tourism community.

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The New York Times Travel Show 2018
Europe’s hidden gems in The Big Apple

Four ETC member destinations (Czech Republic, Slovakia, Serbia and Slovenia), together with ETC associate member Eurail, presented themselves under the European umbrella during The New York Times Travel Show in New York City (26-28 January 2018). The New York Times Travel Show is the largest trade and consumer trade show in North America. The three-day event had a focus on Europe with a seminar dedicated to finds and trends in European travel and what is new at the most visited destinations in Europe.




Europe was the first ever partner destination of ITB China, the new marketplace for the Chinese travel industry. The ETC managed a dedicated EUROPE Pavilion at the trade show which featured 60 exhibitors from a multitude of destinations paired with strong individual national presentations of other major European destinations. European culture was showcased during the official opening ceremony of ITB China, which featured cultural performances from Austria, Belgium, Czech Republic and Italy.

The European presence on the show floor was flanked by the World Bridge Tourism project (WBT), which was colocated with ITB China 2017. The WBT was a project jointly organized by the ETC and the European Tour Operators Association (ETOA) matching 150 European tourism suppliers from all over Europe with the corresponding number of Chinese travel product buyers.

Co-funded by the European Union, these both initiatives served as a preparatory action towards the 2018 EU-China Tourism Year.

See more images of the EUROPE Pavilion at ITB China 2017 HERE.


Supported by

Premio Europa de Comunicação 2017
The Oscars for travel journalists in Brazil

The European Travel Commission in Brazil organizes the 28th edition of its prestigious "Premio Europa de Comunicação", which encourages and recognizes the work of journalists and communication experts that contribute to the development and consolidation of the tourism image of Europe in Brazil.


A Unique Storytelling Competition

Europe has so many stories to tell. It means so many things to so many people, steeped in history, culture and multi-facetted everyday lives; are you able to capture its essence in a thousand words? This is the challenge that and ETC’s associate member, Eurail Group, posed to all travellers across Europe for a chance to win a first class Eurail Global Pass.

#MyEuropeStory was the name of the storytelling competition that earlier this year invited current and past travellers to share their most inspiring rail travel experiences across Europe. More than 200 stories from travellers from all over the world were shared on . Ten short-listed stories were selected and open to public vote the campaign page to select five final winners, who received a rail pass for two people valid to travel in 28 countries in Europe for one month


Travelling in Europe SMARTguide

In this publication, we have attempted to bring together the key elements that may be used as planning support for you, the travel professional from anywhere around the globe. It aims to give you a firm overview of the ongoing evolution of Europe’s transport infrastructure, as well as a number of new ideas and initiatives, which we believe will result in improved planning for better targeted, or
more “intelligent” future itineraries.
Smartguide Europe


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My EuroShorts
2014 edition

Capitalising on the success of the EuroShorts Film Competition in 2013, we launched the My EuroShorts 2014 follow-up edition. This time all travellers from around the globe visiting Europe were invited to submit a short video about their personal journey showing what a unique, interesting or just pure fun time they had.

From a range of submissions from all 6 continents, “Le Cose da Fare” by Andrea Venditti was the best short film selected by a professional jury and public voting.

Check out the video compilation with all submissions. Thanks to all the participants!

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Short-Film Competition

In summer 2013, ETC invited filmmakers across Europe to submit their ideas for creating a new inspirational video to promote Europe as a tourism destination. From a range of superb applications, ‘Rolli the Dice’ by Benoit & Detalle & Marija Jacimovic was the winning pitch.

Based on an invented board travel game, the film sees the two protagonists' journey through Europe as they roll the dice at every step of the way to determine where they will go next.

Supported by
European Portal for Gastronomic Events

Tasting Europe is the new official Portal of Food and Gastronomy Tourism in Europe. It offers extensive information on food fairs and festivals in 36 countries and a vast range of unique travel experiences related to European cuisine and gastronomic traditions.

With a smart design and intuitive user navigation; information is organised by country, region and product, making it possible to browse information on a grid view, an interactive map or an events calendar.

for tourism offices at national and local level:

- Present your destination easily and cost-free

- Give your destination wider reach and visibility

- Promote on social media and advertise at tourism fairs and trade events

- Link to your destination website

for more information contact:

Submit your event

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