How Italy became the first « welcome Chinese » country ?

Another certification for Italy in term of tourism

Every year, the China Tourism Academy (CTA) elected the country that has the best parameters and services for the Chinese market. It is an international standard for tourism businesses and transportation-oriented designed for Chinese travelers to see if a country is good at welcoming Chinese guest. There are different rank : Bronze, Silver and Gold ; all given according the number of services provided.


This new and innovative recognition has been announced by the CTA’s President, Dai-Bin and Li Ruiyu, the Chinese Ambassador for Italy at the international media headquarters in Rome : « Through collaboration with hotels, restaurants, carriers, airports, and shopping malls, we intend to offer to Chinese tourists a better travel experience, with reception and care oriented to their needs ».

Since 2012, Chinese are the largest volume of tourist travelling the most (with 88.2 million outbound turists) and spending the most annually (75 billion euros). Those number are far from maturation since, we expect 100 million of Chinese travelers by the end of the year. The stakes are high according to the UN World Tourism Organization (UNWTO) which predict China will count for 22% of the total tourist expenditure in the world by 2020.

Italy always been in favorite destination top 3

« We chose Italy as the first country in Europe for this certification because it is the destination of choice for Chinese travelers, and also because in less than a year the Expo 2015 will open, where China is the country with the largest pavilion and the highest number of enterprises and foreign visitors expected during the event » said Jacopo Sertoli the CEO of Select Holding and Chairman of Welcome Chinese.


« In the past two years, The Italian Government Tourist Board (ENIT) has made the greatest effort to oversee this market in the last year; we have organized educational tours that involved over 70 Chinese tour operators, we met in China around 500 local tour operators, and we organized travel for 150 Chinese journalists to visit Italy » Andrea Babbi, Director General of ENIT, said. She added « in view of the Expo, we participated in 3 major tourism fairs in China, supporting operators and Italian hotel operators. Finally, we translated into Mandarin language our advertising campaign, with a total investment of 4.5 million euro, which, although addressed primarily to the European markets, has a value also for China »

The Chinese Welcome certification gather together companies that have the standard required. For example Fiumicino Airport (ADR) has joined the certification and welcomed over 1.3 million passengers from Southeast Asia and Italo NTV that developped trains intended for Chinese (display and information in Chinese).

Indeed, the arrival of the Expo 2015 (the last have been hosted in Shanghai in 2010) in Milano will drive a lot of Chinese in Italy. Therefore, the President of Federalberghi, Bernabo Bocca, decided to make a move : « In anticipation of a million Chinese who should arrive in our country for Expo 2015, this certification can be a first step towards a qualification product of Italy, depending on the market, and a competitive plus compared to other European destinations. In fact, today more than ever we need to measure ourselves with the global market and tourism in non-European countries, which has produced a cost of $107 billion, of which China is the most important basin and certainly an area of great significance for the Italian tourism industry ».

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