With ITB China 2018 having been designated as an official partner event of the EU-China Tourism Year (ECTY), Europe again had a strong presence at the three-day travel trade fair with a dedicated ECTY Pavilion. Having the largest space on the floor, the ECTY Pavilion showcased a multitude of European tourism products and destinations by hosting more than 40 European destinations and operators. In addition to the Europe pavilion, there was a distinct individual presence of other major European destinations such as Finland – this year’s partner destination.
Co-funded by the European Union, the initiative was part of a wider programme of activities and events established on the occasion of the 2018 EU-China Tourism Year (ECTY). In this regard, a dedicated ECTY Panel Discussion took place at ITB China Conference to further address the challenges and opportunities of the EU-China Tourism Year and beyond.