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EUROPE Virtual Travel Trade Show in China

Connecting European destinations and Chinese buyers via 1-on-1 virtual meetings

The European Travel Commission (ETC) held the first EUROPE Virtual Travel Trade Show in China from 19-23 April 2021, bringing together European destinations and travel companies with buyers in China, to prepare for the successful recovery of Chinese tourism to Europe. The event was co-funded by the European Union.

This first-of-its-kind event was seeking to educate and establish meaningful partnerships with the Chinese travel trade regarding European destinations and experiences, showcase Europe’s readiness to welcome Chinese travelers back when the time is right, and highlight the European tourism industry’s commitment to health and safety protocols.

The event and its exhibitor selection were centered on three key themes: Creative Cities, Nature, and History. These themes were reflected in the exhibitors’ digital resources provided to the Chinese travel trade, as well as during the event’s conference sessions. Spread over three days, the New Horizons Forum featured industry experts from both China and Europe, for high-level discussions on the future of tourism. Conference sessions included keynote speeches from ETC Executive Director, Eduardo Santander, and from two distinguished Chinese officials: President of China Tourism Academy, Dai Bin, and Secretary General of China Association of Travel Services, Sun Guizhen. The program also featured two panel discussions on “Where Is China’s Tourism Market Heading Post-Pandemic” and “Experience-focused and Customized Travel for FITs”, with the aim of generating ideas on how Europe can seize the opportunity to capture early market share when travel resumes.

This 100% online B2B event connected European destinations and their local partners with more than 200 pre-qualified Chinese buyers for 1-on-1 virtual meetings via video call and chat on any device – desktop computer, mobile or WeChat. The platform is fully bilingual, with interpretation services available upon request. In addition to the matchmaking meetings, exhibitors also had digital booths, where they could share brochures, videos, and other information with trade visitors. Each European exhibitor had an opportunity to discuss future cooperation with at least 15 Chinese buyers from leading travel companies. The full event, including B2B matchmaking sessions, virtual exhibition, and online conference sessions, was powered by virtual event partner Dragon Trail International.

Day 1: Monday, 19 April 2021
New Horizons: Europe Virtual Travel Trade Show Open Forum
15:00-16:30 Beijing time (UTC+8)
Opening speech, keynote speech, and panel discussions, with speakers including ETC Executive Director Eduardo Santander, President of China Tourism Academy Bin Dai, Vice President of UTour Chunfeng Wang, and CEO of ETOA Tom Jenkins. Please see the full schedule on the registration page.

Day 2: Tuesday, 20 April 2021
Creative Cities
15:00-15:30 Beijing time (UTC+8)
Panel discussion with:
– Maggie Li, GM of Beijing CAISSA SUNHO International Travel Service Co., Ltd
– Eddie Yang, Asia Director of Netherlands Board of Tourism and Conventions
– Zhaohui Li, Director of China/Beijing, German National Tourist Board Beijing Office

Day 3: Wednesday, 21 April 2021
15:00-15:30 Beijing time (UTC+8)
Panel discussion with:
– Lan Wang, General-in-charge, Europe Dept. of UTour Group
– Simon Bosshart, Director Global Accounts for Switzerland Tourism
– Jonas Huang, Croatian National Tourist Board Shanghai Representative Office Assistant

Day 4: Thursday, 22 April 2021
15:00-15:30 Beijing time (UTC+8)
Panel discussion with:
– Tony Ong, Chief Business Officer of HCG International Travel Group Company
– María Llinares, Tourism Counselor of Spanish Embassy in China
– Cristiano Varotti, Representative of ENIT Italian National Tourist Board in China, Head of Shanghai Office

Co-funded by the European Union


Information Kit