Champs-Elysees at night, Paris, France

At ITB China 2019, the rising demand for exhibition space by European destinations reflects the trend of Europe as the top destination for Chinese tourists.

As early as today, the registration data from ITB China 2019 reveals that Chinese tourism to Europe is increasing. Being the largest regional pavilion exhibitor, the European Travel Commission (ETC) will have a strong exhibition presence at the three-day B2B travel show with the majority of ETC members in China, having already signed up for ITB China 2019.

“Chinese arrivals in Europe were up 9.3%”

David Axiotis, general manager of ITB China, said: “The initiative of the EU-China Tourism Year (ECTY) is already making progress, especially in regards to more Chinese tourists heading to Central and Eastern Europe. European countries put on a strong display at ITB China next year, which is no surprise. According to a trend report by ForwardKeys and the European Travel Commission (ETC), Europe sees a huge growth in Chinese visitors. In the first four months of 2018, Chinese arrivals in Europe were up 9.3%.”

ITB China 2018
ITB China 2018

The ETC is presenting transnational cultural and natural experiences in the European pavilion along with other European countries having additional individual presences on the show floor such as Finland, Germany or Portugal.

The growth potential of countries and regions from South- and Eastern Europe is also well reflected. Among many others, the Catalan Tourist Board, Malta Tourism Authority, Hungarian Tourism Agency Ltd and Tourism Association of Canton Sarajevo will present their services and products to China’s top travel buyers and trade visitors at ITB China next year.

“Fostering sustainable tourism growth from the Chinese market”

Eduardo Santander, executive director at ETC, added: “The success of the EU-China Tourism Year demonstrates the benefits of working together for European destinations to become more competitive in China.

“We are glad to continue and further strengthen the cooperation with our Chinese and European partners at ITB China next year. Only with their support and commitment, Europe will succeed in fostering sustainable tourism growth from the Chinese market in the years to come.”



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