Benvenuti cinesi, welcome Chinese! Italy has stepped up its efforts to attract Chinese travelers to the Belpaese and further develop the market for Chinese overseas tourism and it is now the European country with the highest number of accommodation facilities, theme parks, transportation infrastructures and tourist attractions that are Welcome Chinese-certified – that is, certified to be “Chinese tourist-friendly”.
Certificazione Welcome Chinese
The Welcome Chinese standard has been created as a certification for the hospitality industry and their offer to Chinese travelers. It’s an exclusive standard that lets certified hotels, restaurants, venues, infrastructures and so on enter a network that grants visibility and helps build trust among Chinese travelers headed to Europe.
The label is issued by the China Tourism Academy and the Chinese Ministry of Tourism (CNTA) in collaboration with China Central Television (CCTV) and China Union Pay; in Italy it was presented during the most recent edition of the TTG Incontri travel fair that included a specific Italy-China Forum workshop.
Italy a global leader
The Welcome Chinese certification is intended to become a “method” for implementing a strategic plan that each European country will adapt to their own needs. So far, more than 500 companies representing 32 countries have been Welcome Chinese-certified by marketing company Select Holding (awarded by the European Travel Commission with the task of promoting and implementing the label). Europe (including Russia) has the highest number of qualified businesses (321 labels) and Italy, with 114 certifications granted, has reached an indisputed leadership, making up over one fifth of the global certifications.
Europe represents 13% of all overseas trips from China. Jacopo Sertoli, president and CEO of Welcome Chinese, points out that Italy is especially attractive for Chinese travelers for its arts and cultural heritage; every year, 1.7 million Chinese citizens travel to Italy and their top destinations are the cities of Venice, Milan, Rome and Florence, but the Welcome Chinese Certificazione helps organize pieces of information, marketing activities and hospitality offers around multiple destinations, all across Italy.