The spirit of the 2018 EU-China Tourism Year can also provide a boost for provincial China

In light of the ongoing 2018 EU-China Tourism Year (ECTY), much has been discussed about the need for smaller and less well-known European destinations to find engaging means of marketing themselves as sites of culture and in-depth experiences in order to attract tourists to countries and regions that may not otherwise have been sought out by Chinese travellers.

As one of the key goals behind the tourism year, this policy not only looks to spread the economic benefits of Chinese outbound tourism throughout the bloc, but also serves to encourage visitors – especially those with more travel experience – that there are destinations worthy of seeing beyond those already struggling with the effects of overtourism, among them crowded cites such as Amsterdam, Barcelona and Venice […]

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