This is the first of a series of six reports providing insights into the strategic vision and the operational actions tourism destinations worldwide are developing to attract visitors. This project has been carried out within the framework of the ETC-EC ‘Destination Europe 2020’ initiative.
The first report of this series will discuss China, a highly complex but increasingly significant market for destinations worldwide. As the market develops, competing long haul destinations are pursuing a series of effective marketing strategies leveraging the emergence of new consumer segments and digital technologies.
Full version of the study is available for ETC members only.