Tourism Years receive a mixed reception. Some say better to have them than not to have them, others point out that the marketing money could be spent more effective in other forms of tourism promotion. Nevertheless, Italy and China have agreed to hold in 2020 a China-Italy Year of Culture and Tourism to mark the 50th anniversary of the establishment of diplomatic ties between China and Italy. These ties have been strengthened further in 2019 with Italy as the first G7 member signing a Belt and Road Initiative co-operation agreement.
Italy has been among the avant-garde countries with regard to China already in earlier years. The 2006 Year of Italy in China was among the first such initiatives from Western countries in China. The celebratory programme included a wide range of activities carried out in many Chinese cities, including Beijing, Shanghai, Guangzhou, Tianjin, Hong Kong, Shenyang, Harbin, Ningbo and Suzhou. The chosen logo was an image indicating Michelangelo’s David and an officer of the Terracotta Army greeting each other in Chinese and Italian, which could be seen at bus stops and other public places all over the cities included in the programme.
In the light of the 2020 China – Italy Year of Culture and Tourism, a China in Focus program is put in place at the 56th edition of TTG Travel Experience – Italy’s main international tourism show and the largest marketplace for Italy’s tourism offer worldwide – scheduled to take place in Rimini, Italy from 9-11 October 2019.
China has for a while been in the focus of Italian Exhibition Group (IEG) – the organizer of TTG Travel Experience. In 2017, IEG established in Shanghai the Europe Asia Global Link Exhibitions (EAGLE), a joint venture with the China branch of VNU Exhibitions Asia. EAGLE is now the organizer of Shanghai World Travel Fair (SWTF), taking place annually in Shanghai and scheduled to hold its 17th edition from 23-26 April 2020. SWTF last year attracted 750 exhibitors, more than ITB China, which is also held in Shanghai. GITF Guangzhou surpassed both of them with more than1,000 exhibitors, but with a smaller number of international exhibitors.
The China in Focus program @ TTG 2019 includes a series of events related to the China outbound tourism market with the purpose to update the TTG audience with the future trends of outbound tourism in China and the opportunities it offers. The program includes two educational sessions, of which one COTRI is proud to host, while our friends from Dragontrail Interactive host the second workshop. The program also offers a panel discussion on the future of Chinese outbound travel, brought in partnership with Aeroporti di Roma (ADR) and is concluded by a “China Night” Celebration party that will bring together around 40 Chinese hosted buyers with their European colleagues interested in the Chinese market.
Hope to see you in Rimini!
As always, a peaceful and profitable week to all our readers,
Prof. Dr. Wolfgang Georg Arlt and the COTRI WEEKLY team