How to benefit from the EU-China Tourism Year 2018

With “Overtourism” having been a recurring headline throughout Europe this summer, often pointing at Chinese package tours as one element of overcrowded city centres, the forthcoming EU-China Tourism Year 2018 (ECTY2018) represents a prime opportunity to adopt a widespread approach to encourage tourism dispersal across the continent and across all seasons of the year.

Accordingly, the preparations for the ECTY2018 are involving the development of strategies to allow less well-known destinations and smaller businesses to take advantage of the commercial benefits Chinese visitors bring to the economy.

As a means of readying European companies and destinations for the rapidly increasing demand for novel and authentic destinations and products, the World Bridge Tourism Project – a curtain raiser for the ECTY2018 funded by the European Union and organised by the European Travel Commission (ETC) and the European Tourism Association (ETOA) – will be hosting a free webinar on Thursday September 21st, 2017, 15:00h (Central European Summer time) offering practical advice and best practice examples for the Chinese outbound market.

The webinar will feature interviews with five industry personalities from both China and Europe offering their first-hand insights into the market. Speaking from the European perspective will be a Spanish traditional independent craftsperson discussing his experiences in selling local products to Chinese customers, a regional tourism board’s China specialist explaining the steps in developing food and drink-related tours suited to Chinese tourists, as well as the Sales and Marketing Director from a British touristic region talking about how to draw Chinese travellers to more distant destinations through SME network management.

These presenters will be complemented by representatives from two major Chinese tour operators, who will offer guidance on how to meet the increasingly diverse needs and special interests of Chinese independent travellers and by an update of the latest trends and developments.

In hearing directly from a wide range of experts from across the industry, participants will have the opportunity to understand how they can leverage their own products and services to suit the needs of Chinese customers, learn how to benefit from cooperating with similar-minded regional partners and recognise how, with the correct “story”, they can attract Chinese travellers to destinations that are off the beaten track. To further engage participants, the webinar will also include a Q&A session with COTRI China Outbound Tourism Research Institute Director Prof. Dr. Wolfgang Georg Arlt, for which viewers will be able to post topical questions before, during or after the webinar.

The World Bridge Tourism Webinar will be held on Thursday September 21st, 2017 from 14:00 to 15:30h GMT+1 (14:00h London; 15:00h Berlin; 16:00h Athens).

The following link is provided to register to take part in the webinar free of charge:

Questions about the webinar can be asked by contacting, Tel. +49 40 558 99 576.

More information regarding the World Bridge Tourism Project can be found at:

Image: Flickr

COTRI Intelligence

COTRI Intelligence is the indispensable source of weekly consulting, analysis, data and news for everybody seriously interested in the post-pandemic Chinese outbound tourism market and changing Chinese consumer preferences.  COTRI Intelligence is published by COTRI China Outbound Tourism Research Institute and edited by Prof. Dr. Wolfgang Georg Arlt FRGS FRAS. Regional partners and Content partners [...]

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