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ETC launches pan-European promotional campaign in China

ETC launches pan-European promotional campaign 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.

In total, 35 European destinations 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 see below for the full list of partners).  The campaign will also receive support from several Chinese and European industry and media partners including ETOA, Weibo Travel, Global Blue, Rail Europe, Vins de Provence and Eurostar. EuroPass, a European agency specializing in the Chinese outbound tourism market, has been appointed to carry out the campaign.

The promotional campaign will take place from September 2020 to February 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

Several communication channels will be utilized, including: Weibo, WeChat, Douyin and Mafengwo. Each of the destinations will also have the pleasure of welcoming Chinese influencers who will share their experiences on their respective platforms. Additionally, the mini program WeChat Travel Experience will present the points of interest of each destination in detail, offer interactive challenges with numerous prizes and allow the Chinese audience to personalize and dream about their next trip to Europe in 2021. Through this campaign, European tourism stakeholders hope to manifest their affection towards the Chinese public and their trust in a future reunion.

A video (in Chinese) presenting the launch of the campaign can be found here.

Full list of destinations participating in the campaign:


  • VisitWallonia

Czech Republic:

  • CzechTourism


  • Atout France
  • A Modern Journey Through an Old Land (Bretagne)
  • Alpes d’Huez
  • Bordeaux
  • Bourgogne
  • Colmar
  • Côte d’Azur
  • French Alps Ski Resort
  • Hauts-de-France
  • Hello Lille
  • Lyon & Vineyards of Beaujolais Cote du Rhone
  • Nice – Côte d’Azur
  • Normandy Hotspots
  • Provence
  • Saint-Tropez


  • German National Tourist Board
  • Stuttgart
  • Berlin


  • Polish Tourism Organisation


  • Turespaña
  • Barcelona
  • Madrid Destino


  • Basilicata Region
  • Emilia Romagna
  • Florence
  • Puglia
  • Veneto, the land of Venice
  • Vicenza and its province


  • Switzerland Tourism
  • Graubunden
  • Interlaken Holiday Region
  • Lake Geneva Region
  • Lucerne – Lake Lucerne Region
  • Valais – Matterhorn Region
  • Zurich


This release reflects only the author’s view and the European Commission is not responsible for any use that may be made of the information it contains.