Tourism Series – Milan Edition: About to Take Off: The Return of Chinese Outbound Tourism

  • Date
    22 March 2023
  • Beijing Time
    17:00 - 20:00
  • Brussels Time
    9:30 - 13:00
  • Location
    Milan & Online
  • Venue
    Milan | Online on Zoom Sala Colucci, Corso Venezia 47, Milan
  • Open to
    All European SMEs
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Chinese outbound tourism to the European Union had been a growing trend until 2019. More than 11 million Chinese tourist arrivals to the EU were registered that year, a 5% increase from 2018, with France, Italy, and Germany as the most popular destinations. On average this flow involved stays longer than 10 days with an expenditure of more than €1,000.

However, this segment of the market has been significantly impacted by the COVID-19 pandemic, leading to a sharp decrease of Chinese outbound tourism to the EU in the past years. With the current lift off of most travel restrictions it’s expected that Chinese outbound tourism to the EU will gradually recover. To this end EU SME Centre, ICCF, AICE, and Confcommercio are organising an event that will allow EU SMEs to get an understanding of the prospects of the international travel market and preferences of Chinese travellers, as well as to fine-tune their marketing skills and strategies.

Agenda (Milan Time)

9:30 – 10:00 (Milan only)

Welcome coffee and registration

10:00 – 10:50

Module I: Situation Spring 2023

  • Development of Chinese tourism before and during pandemic
  • Opening of borders and government regulations up to March 2023
  • Changes in the demand and expectations of the different Chinese outbound tourism source market segments in the New Wave

Wolfgang Georg Arlt, Founder and CEO, COTRI, EU SME Centre Expert

10:50 – 11:30

Module II: How to react to the new needs and expectations when dealing with the Chinese outbound market

  • New quantitative and qualitative KPIs to achieve Meaningful Tourism for Chinese visitors
  • Product adaptation & product development
  • Brand building and different forms of marketing: KOLs, KOCs, Recommendation marketing
  • Communication and distribution channels

Wolfgang Georg Arlt, Founder and CEO, COTRI, EU SME Centre Expert

11:30 – 12:10

Module III: Outlook: China outbound market in the coming years
Ways to stay competitive in the market

Wolfgang Georg Arlt, Founder and CEO, COTRI, EU SME Centre Expert

12:10 – 12:40

Welcome back to Italy! A forecast for the return of Chinese tourism

  • 2022 – 2026 Winter Olympic games. Beijing passes the baton to Milan: what opportunities?
  • The evolution of interest towards mountain tourism in China: from skiing to glamping. What’s next?
  • Italy China air traffic update. Data on frequencies, routes and costs
  • Profiling and segmentation of the future Chinese FIT tourist

Francesco Boggio Ferraris, ICCF

12:40 – 13:00

Q & A session and closing remarks

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