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Pan-European promotional campaign in China

Promoting European extraordinary travel experiences in China

The European Travel Commission (ETC) has launched a vast pan-European promotional campaign targeting Chinese Free Independent Travelers. The promotional campaign aims at enhancing awareness of extraordinary travel experiences in European destinations and help build a distinctive image of Europe by broadening perceptions of what the continent has to offer. The campaign is co-funded by the European Union.

The promotional campaign will take place from September 2020 to March 2021. It will highlight the friendship between Europe and China as well as the wealth and diversity of European travel experiences, revolving around five themes:

  • Art de vivre: wine tourism and gastronomy
  • Slow Adventure
  • Unexpected experiences at local level
  • Handcraft experiences & local designers
  • Wellness tourism and wellbeing

In total, 35 European destinations including a number of National Tourism Organisations in Europe have joined forces to promote Europe as a tourism destination in China. The cooperation includes partners from Belgium, Czech Republic, France, Germany, Italy, Poland, Spain and Switzerland (please refer to our news section for the full list of partners).


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