Italy aims to provide Chinese tourists with the “authenticity and experience” they are looking for
ITB China News sat down with Alessandra Priante, the newly appointed President of the Italian National Tourist Board (ENIT) to discuss the changing priorities of Chinese tourists and ENIT’s goal to diversify destinations and promote year-round tourism
For the recently appointed President of ENIT, the Chinese tourism market holds huge potential and she expects the number of Chinese tourists Italy will see this year to exceed 2019’s record figures.
How important is the Chinese tourism market for Italy?
The potential is enormous. To date, few Chinese citizens have passports, which means there is an element of growth for the future. And the cautious phase following the pandemic that shrunk the Chinese middle class’s spending seems to be giving way to greater confidence, which will inevitably be reflected in travel.
I trust the problem of tourist visas to Italy and other European countries will also gradually be resolved, a factor that in 2023 was the most significant limitation to a full recovery of tourist flows from China. We expect that in 2024 the number of Chinese tourists will exceed 2019’s record numbers. That year the World Travel & Tourism Council estimated that some ten million Chinese citizens travelled to Europe, generating revenues exceeding USD 12 billion, with Italy ranking as the number one destination.
How are Chinese tourists responding to the Italian tourism offering? What are their preferences?
The great cities of art remain at the top of the Chinese tourists’ list of preferences. And yet other destinations offering unique experiences are also emerging. Authenticity is a key factor as Chinese tourists are increasingly attentive to the quality of their travel experiences. Our studies show a greater focus on the outdoor segment, and on wellness. Architecture, food, and wine also figure as some of the main inspirational factors for Chinese tourists. The Italian destinations that manage to combine these three elements, and there are many, have what it takes to attract them.
Chinese tourism is very important, and not only for destinations that traditionally receive large flows, but for others that meet Chinese tourists’ new, more refined needs. We see this in the search results on one of the main travel platforms in China, Mafengwo, where Italy now ranks first among European destinations.
Chinese tourism is very important, and not only for destinations that traditionally receive large flows, but for others that meet Chinese tourists’ new, more refined needs.
How are Chinese tourists responding to the Italian tourist offering? What are their preferences?
The great cities of art remain at the top of the Chinese tourists’ list of preferences. And yet other destinations offering unique experiences are also emerging. Authenticity is a key factor as Chinese tourists are increasingly attentive to the quality of their travel experiences. Our studies show a greater focus on the outdoor segment, and on wellness. Architecture, food, and wine also figure as some of the main inspirational factors for Chinese tourists. The Italian destinations that manage to combine these three elements, and there are many, have what it takes to attract them.
Chinese tourism is very important, and not only for destinations that traditionally receive large flows, but for others that meet Chinese tourists’ new, more refined needs. We see this in the search results on one of the main travel platforms in China, Mafengwo, where Italy now ranks first among European destinations.
What specific plans does ENIT have for promoting sustainable tourism while attracting more visitors?
More and more is being done with respect to ecological transitioning to make tourism a sustainable industry with training paths set out to consolidate, improve, grow and enhance the performance of Italian hospitality.
We are experiencing a new vision of tourism that takes into account accessibility, digitalisation, innovation, sustainability, and a new need to ensure that Italy’s artistic and cultural heritage is available all year long.
The organisation’s mission is to promote the image of Italy in the world and to provide tools for connecting buyers and sellers in the sector. ENIT does this through Club Italia, but also with a circuit of international tour operators connected with a public-private network during workshops and trade fairs. It also participates in programmes such the European eco-transition project Eco tandem and WeMed Natour.
How do you plan to balance the promotion of Italy’s cultural and environmental heritage with the challenges of overtourism?
ENIT encourages cultural and food and wine events and initiatives that take place at different times of the year. It promotes tourist packages and special offers to visit Italy in less crowded periods, such as spring and autumn, when the weather is mild and tourist attractions are less crowded. It also works with airlines and tour operators to launch promotional campaigns to encourage travellers to visit Italy throughout the year. In addition, ENIT develops thematic itineraries that encourage travellers to explore lesser-known regions.
Apart from these initiatives, ENIT is using digital platforms and social media to promote Italian attractions throughout the year with content and campaigns aimed at different groups of travellers. It is also activating partnerships with cultural institutions to organise events that attract visitors interested in history, art and culture.
An industry veteran well versed in tourism policy
Coming to ENIT from her former role as European director of UN tourism (UNWTO), Alessandra Priante has a long track record in working with various stakeholders to shape tourism policy both in Italy and in Europe, experience that will prove to be vital in her new leadership position at ENIT.
“My role entails the responsibility for defining and implementing strategies to promote Italian tourism globally,” said Ms Priante. “Thus, it is very much oriented towards collaboration between the various actors in the tourism sector in order to develop effective policies and initiatives to support sustainable and responsible tourism.”
She stressed the importance of collaborating with international bodies and national institutions alike, claiming that this sort of cooperation is “essential to promoting harmonised global tourism policies for responsible, sustainable and inclusive tourism, thus contributing to the economic growth and welfare of local areas.”
To this effect, ENIT’s new President emphasised the need to diversify tourist destinations within Italy. “Promoting new destinations and new tourism products not only helps to reduce dependence on individual markets, but also contributes to a more equitable distribution of tourism flows, thus reducing overcrowding and fostering the development of lesser-known communities”
