China’s Outbound Tourism: Opportunities for Service Providers & Destinations

  • Date
    30 November 2023
  • Brussels Time
    16:30 - 17:45
  • Location
  • Venue
  • Open to
    All European SMEs
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Chinese outbound tourists are characterised by diverse demographics, spanning various age groups and income brackets. They often seek a range of travel experiences, from traditional sightseeing to more experience-focused and luxury-oriented journeys. Technology plays a crucial role in their travel behaviour, with many relying on smartphones and social media to plan trips, navigate, and share experiences.

Popular trends include independent travel, cultural exploration, and a growing interest in non-traditional destinations. As Chinese travellers become more sophisticated and discerning, there is an increasing demand for high-quality services and unique experiences.

However, navigating the Chinese outbound tourism market comes with challenges. Businesses and destinations need to be aware of cultural nuances, language considerations, and safety concerns to effectively cater to Chinese tourists. Collaborative efforts, such as partnerships with Chinese travel agencies and tailored marketing strategies, can present opportunities to tap into the market.

On 30 November, the EU SME Centre and Andalab are organising a free webinar designed to help European SMEs in the travel industry to understand the market and build strategies to meet the expectations of Chinese tourists.

Join this webinar to:

  • Gain a better understanding of Chinese tourist profiles, including age groups, income levels, cultural values, travel motivations, and spending habits;
  • Get an overview of recent changes, with the transformative impact of technology and social media on decision-making, to adapt your strategies;
  • Discuss the challenges, resilience, and strategies employed by travel professionals in the post-pandemic recovery of the tourism industry.

Agenda (Brussels Time)

16:30 – 16:40

Opening remarks
Introduction by the EU SME Centre and Andalab

16:40 – 17:25

How to Prepare for the New Trends in Chinese Outbound Tourism
Francesco Boggio Ferraris, Executive Director, ICCF Academy

17:25 – 17:45

Q&A session

Keynote Speaker
Francesco Boggio Ferraris
Executive Director, ICCF Academy

Born in Milan in 1980, Francesco Boggio Ferraris graduated with honors in political science with a thesis entitled “China’s Rise of Power. A New Bipolarism?” He graduated in Chinese Language and Culture from Is.I.A.O and earned the HSK certificate of proficiency in Chinese language, furthering his studies at Nankai University in Tianjin and at BLCU in Beijing; he completed a training course from the Università Cattolica of Milan focused on teaching Chinese language.

Since 2009, he has been director of the “Scuola di Formazione Permanente” of the Italy China Foundation and since 2022 of the ICCF Academy – Italy China Council Foundation. In recent years, he has focused his efforts on the design and implementation of training courses focused on intercultural management strategies for Italian enterprises and multinationals in Italy and Europe, with a focus on the fashion sector, luxury and in the field of hospitality services aimed to Chinese tourists.

He is a lecturer in several master’s degrees, from the MBA “Doing business in BRICS” at the Luiss Business School to the master’s degree “Didattica dell’italiano L2 a studentisinofoni” at Università Cattolica del Sacro Cuore in Milan. He is also responsible for the intercultural management module of the master’s degree “Global Management for China” at the Cà Foscari University of Venice, Orientale di Napoli, Roma Tre, Macerata and University degli Studi di Bergamo. He is a member of the scientific committee of: “Mondo Cinese”. In June 2015, he inaugurated the first Chinese branch of the Italy China Foundation’s “Scuola di Formazione Permanente” in Chongqing. In 2020 he published for Mondadori: “Business in China. Tools, Strategies and Opportunities along the New Silk Road”.

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