Chinese Outbound Tourism to Italy: New Trends and Business Opportunities - Online, May 23rd

The China-Italy Chamber of Commerce (CICC) together with its Sport and Tourism Working Group (STWG) is glad to invite you to our upcoming webinar: “Chinese Outbound Tourism to Italy: New Trends and Business Opportunities”, on Thursday, May 23rd online via Zoom at 4:00 PM (Beijing Time).



China officially reopened its borders to travellers on January 8th, 2023, following a radical shift in the country's entry policy. Along with the opening of the policy, Chinese enthusiasm for travelling abroad is rekindled.

Before the pandemic, in 2019, Italy was one of the European countries with the highest number of Chinese visitors. Therefore, the recovery of Chinese outbound tourism represents a great opportunity for businesses operating in the tourism sector that must be seized.

How are Italian companies getting ready to welcome Chinese tourists? Who is the Chinese tourist today? And most importantly, are travellers and Chinese travel agencies and tour operators aware of what Italy can offer in terms of hospitality? 

The webinar will give an understanding of the current and future trends of Chinese outbound tourism to Italy, the preferences of Chinese travellers and the emerging trend of gourmet tourism.

The webinar will discuss:

- China outbound tourism analysis: data and trends;
- Profile and preferences of the Chinese Tourist;
- New trends and focus on agri-food tourism;
- Itineraries of the Italian Region of Tuscany.


(Beijing Time)

4:00-4:05 PM
Welcome Remarks 
-Lorella Brienza, CICC STWG Coordinator
-Michele Taccetti, CICC Promoter- Regione Toscana

4:05- 4:20 PM
Overview of Chinese Outbound Tourism to Italy and Future Trends – Cristiano Varotti, Chief Representative at ENIT-Italian National Tourist Board  
4:20-4:40 PM
Chinese Travelers Profile and Trends – Alessia Pastori, Associate Partner and Head of China Desk at EY Italy 
4:40-5:00 PM

The Emerging Interest in Agri-Food Tourism – Tony Ong, CBO at HCG  International Travel Group 
5:00-5:20 PM

Gourmet Itinerary and Lifestyle in the Italian Region of Toscana – Francesco Bechi, President at Federalberghi Firenze
5:20-5:30 PM
Q&A Session

Moderator: Lorella Brienza, CICC STWG Coordinator



Date: May 23rd, 2023
Time: 4:00-5:30 PM (Beijing Time)
Location: Online, via Zoom
Language: English
Ticket: Free of Charge

Interested in joining? Click HERE to register.

Any questions? Contact us at


Event language: 

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