The 2018 EU-China Tourism Year (ECTY) presented a unique opportunity to attract more Chinese travellers to European destinations off the beaten path. Agreed in 2016 by the Chinese Prime Minister and the President of the European Commission, ETC played a pivotal role from the outset of the campaign.
Complementing the work of the European Commission and the Ministry of Tourism and Culture of China, ETC rolled out a 16-month programme of cooperative marketing activities designed to increase the appetite of Chinese Free Independent Travellers (FITs) for discovering new European destinations.
The programme of activities benefited from EU co-funding.
