World Bridge Tourism


World Bridge Tourism is a project supported by the European Union, in order to increase the flows of visitors from China to the EU. The occasion of the inaugural ITB China saw the holding of the World Bridge Tourism Shanghai event on 9th-10th May 2017.  The programme consisted of a conference and a B2B workshop between tourism-related EU companies (particularly SMEs) and Chinese operators.

The World Bridge Tourism project will be supported by an extensive programme of research and webinars aimed at increasing the understanding of the needs of Chinese visitors within the European tourism community. The World Bridge Tourism Shanghai event served as a curtain raiser for a major initiative that will take place the following year: the 2018 EU–China Tourism Year, during which 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.


In order to find out more about the World Bridge Tourism Project, please see the following link.