The Tourism Market in China

  • Date
    11 March 2020 - 11 March 2020
  • Beijing Time
    All Day - All Day
  • Venue

Outbound tourism from China has grown significantly over the past 15 years. China continued to hold its position as the world’s highest spender on international travel. However, in comparison to previous years, Chinese consumers tend to seek in-depth travel experiences which include local cultural and recreational activities and are spending less time on shopping during outbound trips.

In this webinar, Simone Sturla (Coordinator of the Tourism Working Group ICTC for the Italian Chamber of Commerce in China) analyzes the Tourism Market in China and identifies opportunities for EU SMEs.

Key topics:

  • Market Overview
  • Profile of the Chinese Tourist
  • Tools of consumption
  • Market potential
  • Case studies

About the Speaker

Simone Sturla

Currently holding the position of General Manager for the Chinese Outbound Tour Operator Atrails, he settles professionally in China in 2010. He collaborates with few enterprises bridging activities between Europe and China and focusing on tourism occasionally publishes concerning the China Outbound Market and the Inbound one.

Simone is currently covering the position of Coordinator of the Tourism Working Group ICTC (Italy-China Travel Club, since 2015) for the Italian Chamber of Commerce in China.

He is participating the Coordinator Group for the MirabiliaProject, promoting lesser Italian UNESCO Heritages, and is partner for the Incoming Luxury Brand ITALY B.A.O. which he funded.


The EU SME Centre Phase II officially runs out on April 6, 2020. Publications remain available for downloading for EU SME users of the website. For further queries on the reports, you are recommended to contact the authors directly or email at


Sign up and benefit from our entire range of free services

If you sign up today you’ll be able to

  • Access to tailored advice through our Ask-the-Expert tool
  • A library of over 200 publications
  • Practical business tools
  • A network of trade promotion and business support partners
  • A comprehensive database of service providers with contact information