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World Bridge Tourism

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World Bridge Tourism is an initiative from the European Commission, aimed at increasing the flows of Chinese visitors to Europe by facilitating business between European tourism suppliers and Chinese buyers. ETC, together with ETOA, are implementing the project, consisting of two events, the first of which will take place at ITB China on 9th-10th May 2017.

The programme combines a conference and a B2B workshop between tourism-related EU companies (particularly SMEs) and Chinese operators. In addition, ETC offers you and your selected partners the possibility to exhibit on the EUROPE Pavilion at ITB China at a preferential rate.

The B2B matchmaking is a standard workshop where European suppliers can meet Chinese buyers following a pre-schedule set of appointments according to their preferences (minimum 10 appointments per supplier). The estimated number of participants is 150 European suppliers and 100 Chinese buyers. The workshop is open to NTOs and their partners (destinations, operators, DMCs, hotels, attractions, etc.) with a product (culture product, gastronomy, shopping, MICE, etc.) targeted towards the Chinese market. When this event is over, participants of the WBT can either visit ITB China or join as co-exhibitors on the EUROPE Pavilion, according to the two exhibiting options available.

World Bridge Tourism is FREE to attend. Three nights accommodation in Shanghai will be provided to selected suppliers.

World Bridge Tourism Shanghai and the EUROPE Pavilion at ITB China are the curtain raiser for a major initiative that will take place the following year: the 2018 EU–China Tourism Year. 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.

Please share this invitation with your selected partners. For more details and selection criteria, visit


All applications will be reviewed and successful applicants will be notified in due course.

World Bridge Tourism – London

A second political conference and B2B matchmaking event will take place in London on 3 November, in conjunction with GEM. In this case, 100 Chinese buyers will fly to Europe to meet with European suppliers. ETC offers its members the possibility to host a fam-trip for the Chinese buyers, either before or after the event. The hosting destinations will be responsible to cover the onsite costs of the programme. Transnational itineraries, such as Germany-Switzerland-Austria or V4 countries, will be favoured. If your NTO is interested in hosting one of these fam-trips, please contact Mr Miguel Gallego.

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Event Details

May 9, 2017 - May 11, 2017