Seminars and conferences

ITALY-CHINA: growth opportunities in tourism and cooperation between companies and markets

Friday, october 14 | h. 10:30 - 12:00 | TTG Forum - Pav. A2

With the economic recovery and constant growth in domestic demand, China remains a very interesting market for the tourism industry.
The fifth incoming market for Italy, it is set to register further growth, and bring to Europe – which remains its favourite region – an estimated 80-150 million tourists within the next 15 years.

Over the last year, 70 million Chinese people have travelled abroad, spending more than USD 215 billion, an increase of 53% on the previous year.
The most interesting segment is the 18-36 year-old age group, made up of people who have already travelled or studied abroad, and who often travel as a family, in groups of three to six people, for an average of nine days.

The increase in arrivals expected for the next five years will also be accompanied by a greater propensity to spend, as reflected in national data on domestic retail spending, which grew by 10 percentage points in the first quarter of 2016 compared with the same period of 2015. This trend will have a positive impact on travel budgets, which, according to the latest UNWTO figures, totalled USD 164.9 billion in 2014, an increase of more than 28 percentage points compared with the previous year.

Looking at the opportunities that the segment offers Italian companies planning to invest in the country, the new 2016-2020 five-year plan offers considerable room for action. By 2020, the Chinese government plans to strengthen the services sector, increasing it as a percentage of GDP from the current 50.5% to 56%. Substantial investment will be made in the development of transport, which will expand the number of destinations that can be visited. In particular, the plan aims to create new high-speed rail links, increasing the network from the current 19,000 km to approximately 30,000 km by the end of the decade. In addition, it will build new ordinary rail links, metro lines and 50 new civil airports.

In light of this data, the forum aims to identify development and growth opportunities in cooperation between the two countries, with a view to expanding the customer base and increasing outgoing and incoming tourist and business flows.

Leading experts and observers of the Chinese and Italian markets will take stock of China’s outgoing and incoming tourism and business travel sector.



• Welcome Speech

Audino, International Development Director and Marketing, Research and Development Director Rimini Fiera

Ma Yiliang, Director of the National Laboratory for Tourism Economy of China Tourism Academy

  • China: a very interesting market for the tourism industry all over the world
  • Facts and Figures: China vs World/Word vs China. 
  • Chinese Tourist profile (segment, age, reason of travels, propensity to spend, etc).
  • Development and growth opportunities in cooperation between the two countries, with a view to expanding the customer base and increasing outgoing and incoming tourist and business flows
  • Chengdu Economic Development and opportunities for Tourism inbound and outbound

Yang Bo, Director of China National Tourism Office in Rome 

  • A  brief introduction to Chin's tourism development policy
  • Outgoing from Italy to China (facts, figures, trends)
  • Opportunities

Jacopo Sertoli, CEO Select Holding 

• 2018 EU-CHINA Year For Tourism – A great opportunity for italy

Roberta Milano, Enit Digital Strategies

  • Digital Tourism in China: web, social and mobile 


Giancarlo Dall'Ara, responsabile del network “Chinese Friendly Italy” 

  • Incoming from China to Italy: opportunities, fact and figures
  • The best Italian offer for Chinese tourists

Fausto Palombelli, Chief Commercial Officer

  • Rome Airport: Welcome China, investment and opportunities to develop arrivals from China and to China

Paolo Audino

  • Rimini Fiera in China: the new project and the opportunities for Italian companies

Modera: Elisabetta Stefanelli, Responsabile redazione turismo dell'ANSA