EU-China Tourism Year. World Bridge Tourism Project 中欧旅游年. London 02/11/2017. European Commission. DG GROW F4 Antonio CENINI

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1 2018 World Bridge Tourism Project London 02/11/2017 EU-China Tourism Year 中欧旅游年 European Commission DG GROW F4 Antonio CENINI

2 Date: in 12 pts EU-China Tourism Year UNIQUE OPPORTUNITY

3 The growing importance of Chinese visitors China third largest source of international visitors from outside Europe, after the USA (growing) and Russia (sharp fall) Significant spending per visitor Upward trend till 2014 (between 10 to 18% annual growth)

4 Relevance of the European level for China Europe is seen as a single destination by many Chinese tourists (gateways and spillover effects) EU is seen as a single market opportunity for Chinese operators (cf. massive acquisition of European tourism assets by Chinese buyers over the last 3 years) Chinese authorities looking also for pan-european relations

5 EU added value Pan-European Political leverage annual EU-China summits (President level), High Level Dialogues (Vice President Mogherini ), missions from the European Parliament (EP) to China Financial leverage (EU funds used as a basis for public private partnerships backed by operators across the EU) Regulatory leverage EU has a roadmap with China on visa facilitation and air connectivity Sectoral dialogues about market access

6 ECTY: getting more when going together On the EU side, the EU-China Tourism Year (ECTY) is about element of our cultural diplomacy a concrete expression of People-to-People Dialogue a way to create economic opportunities (tourism is the 3rd largest sector in the EU) through major marketing campaign, B2B matchmaking meetings Previous China Tourism Years show that China invests more when dealing with major entities (2016 US-China TY with 1000 Americans on the Great Wall)

7 ECTY: objectives The overall objective is to increase the visibility of Europe as a tourist destination. The specific objective is contribute to a series of large marketing campaigns targeting China during the ECTY, by supporting the new tool developed by the European Travel Commission: the "Joint Promotion Platform for Destination Europe" (JPP). These campaigns should contribute to attract by 2020 at least additional Chinese travellers on a yearly basis (which would bring more than EUR 1 billion to the EU economy).

8 Visibility at the highest level At the 2016 EU-China Summit, President Juncker and Chinese Prime Minister Li decided that 2018 would be the EU-China Tourism Year (ECTY) President Juncker and Chinese Prime Minister Li unveiled the logo of the 2018 EU-China Tourism Year (ECTY) on 2 nd of June 2017 President Juncker invites the Chinese Premier at the opening event in Venice The plan is to report on ECTY progress at the 2018 EU-China Summit Backing of the European Parliament

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10 Arrangement on the implementation of the 2018 EU-China Tourism Year Signing ceremony during the 9 th EU-China Summit on June 2, 2017 European Commission's Press Release: this "initiative also provides an incentive to make quick progress on EU-China visa facilitation and air connectivity.

11 Member States involvement Backing of National Tourism Organisations through their organisation, the "European Travel Commission" (mandated to sell Destination Europe in third markets - US, China ) Backing of National Ministries responsible for tourism through the "Tourism Advisory Committee" regularly consulted during meetings (next one on 27 November) and via s (eg asking for actions/events in relation to China to include in the programme for 2018) MS embassies & consulates in China (via info and meetings organised by the EU delegation).

12 Date: in 12 pts EU-China Tourism Year HOW TO MAKE THE MOST OF IT

13 Overall approach Partially top down Opening events in Venice 18 and 19 January 2018

14 ECTY opening event in Venice Institutional part playing on growth, cultural diplomacy & silk road to ensure very high level EU & Chinese representation At the most emblematic place of the European part of the Silk Road, i.e. Venice, and in the most prestigious place in Venice, i.e. the Doge s Palace Par Oliver-Bonjoch Travail personnel, CC BY-SA 3.0,

15 ECTY opening event in Venice (2) Business part first "EU China Summit for tourism industry & government leaders" High visibility for sponsors One slot for main EU sponsors among opening speeches One slot for main Chinese sponsors among closing speeches Par Oliver-Bonjoch Travail personnel, CC BY-SA 3.0,

16 Overall approach - Partially bottom up Programme of Major events integrating suggestions from MS Tourism Ministries and National Tourism Organisations ECTY website with events module "EU-China Light Bridge"

17 High interest from private actors/associations MICE & exhibition centers European airlines Tour Operators Hotel chain Tourism bookguide

18 More information on

19 European Commission Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs 2018 EU CHINA TOURISM YEAR + 32 (0)