ETOA – the European tourism association welcomes the designation of 2018 as the EU-China Year for Tourism, as announced by Mr Jean-Claude Juncker, President of the European Commission and Mr Li Keqiang, Premier of the State Council of the People’s Republic of China, at the opening of the EU-China summit on 12 July 2016.

Tom Jenkins, ETOA CEO said: “China remains one of the most important future markets for European Tourism, and that there is a designated year for tourism co-operation is of course to be welcomed. How Chinese visitors are welcomed and accommodated, how their expectations can be met is one of the central topics that the industry has to address: this initiative will help them do so.”

“The EU-China Tourism Year is a great opportunity for the European tourism industry to explore the Chinese market, but also learn how to attract Chinese visitors and offer them the best experience”, said Eduardo Santander, ETC Executive Director. “ETC is looking forward to cooperating with the European Commission and the other EU tourism stakeholders, making sure that we turn this possibility into a great success.”

China is the world’s largest travel market in terms of both outbound travel and expenditure. Lately, European destinations have strengthened their position in this market, attaining 10,1 million Chinese visitors in 2015, accounting for a share of 13% of all outbound travel from China. ETC opened its Operations’ Group in Beijing in 2010, and has recently delivered extensive market intelligence on the Chinese market[1].

A first meeting with EU tourism stakeholders on the 2018 EU-China Tourism Year programme will take place in the ETC headquarters in Brussels in September 2016, while a discussion with a high level Chinese delegation is scheduled for 25 October 2016 in Beijing in the framework of the ETC Operations Group’s activities.