ETOA and ETC Team Up to Promote Europe to China’s Travel Market

Photo source: ETC

The European Tourism Association (ETOA) and the European Travel Commission (ETC) on Wednesday announced their collaboration on the promotion of Europe in China in 2024.

The tourism bodies have announced two events to take place in Shanghai aimed at boosting the recovery of Chinese demand for European tourism destinations.

ETOA on May 24 will organize the China European Marketplace (CEM) in Shanghai, a one-day workshop that will enable European suppliers to have one-on-one meetings with Chinese outbound tour operators. A few days later, during the ITB China 2024 expo in Shanghai (May 27-29), ETC will host a EUROPE stand showcasing European destinations.

“For anyone who has invested in the Chinese market, the last four years have been lean times,” said ETOA CEO Tom Jenkins.

ETOA members expect the Chinese market to recover nearly 50 percent of 2019 tourism arrivals to Europe by the end of 2023, and for demand to accelerate thereafter. Many members expect similar volumes to pre-pandemic by 2025-20266.

“It is planning for this period that will form the basis of discussions at CEM,” Jenkins said.

It is reminded that China recently extended visa-free visits to nationals of The Netherlands, Spain, Germany, France and Italy.

“This is enormously helpful in attracting delegates to these events. While we wait for Europe to show reciprocity, it is our purpose to show how welcome Chinese visitors are. All markets are important, but new ones are particularly welcome,” Jenkins added.

ETOA CEO Tom Jenkins, ETC CEO Eduardo Santander and ECTAA Secretary General Eric Drésin during the European Travel Commission’s General Meeting in Tenerife in November. Photo source: ETC

ETC CEO Eduardo Santander highlighted that China is among Europe’s most important long-haul markets.

“The recovery of Chinese demand is a highly significant moment for the European tourism sector,” he said, adding that when Chinese visitors explore Europe, many choose to visit three or more countries during their trip.

“There is a lot of potential in a growing cohort of free independent travellers who are returning to Europe to explore lesser-known destinations and travel in a more responsible way,” Santander said.

Moreover, Santander said that ETOA and ETC regard the tourism ties between China and Europe as being crucial not only commercially but culturally.

“Building upon strong historical connections, tourism acts as a catalyst for fostering mutual understanding and future cooperation among Chinese and European partners,” he added.