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EUROPE Virtual Travel Trade Show to spearhead the recovery of Chinese tourism to Europe

EUROPE Virtual Travel Trade Show to spearhead the recovery of Chinese tourism to Europe

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

This first-of-its-kind event seeks 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 are centered on three key themes: Creative Cities, Nature, and History. These themes will be 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 will feature industry experts from both China and Europe, for high-level discussions on the future of tourism. Conference sessions include 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 features 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 connects 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 will also have digital booths, where they can share brochures, videos, and other information with trade visitors. Each European exhibitor will have 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, is powered by virtual event partner Dragon Trail International.

The trade show will feature 100 exhibitors selected through a rigorous application process. The final set of 100 exhibitors takes into account geographical balance, and the alignment of products with the ETC’s objective of attracting the new generation of Chinese FIT and small group travelers who travel to enjoy unique natural, cultural and historical experiences. The 100 exhibitors come from 24 European countries, including national, regional, and municipal tourism boards and their local partners, including hotels, retailers, tour operators, and transportation companies.

Europe has remained the first-choice long-haul destination for Chinese travelers throughout the pandemic, and we are very much looking forward to welcoming back Chinese visitors to enjoy our renowned tourism resources including diverse nature, creative cities, and rich history. As the ETC’s first virtual event for the China market, the EUROPE Travel Trade Show in China aims to kick start the recovery process, empowering European destinations and tourism providers to make essential connections for future business through an innovative, multi-functional digital platform,” said Zuzanna Gutkowska, Chairperson of the ETC China Chapter.

The New Horizons Forum is open to the public. For more information, please click HERE