China is the largest tourism market in terms of both spending and travelling abroad. Looking ahead, factors such as increased income and reduced bureaucracy will make it easier and easier for the Chinese middle class to travel.
To seize this opportunity it is therefore essential that offer, communication and services offered by European destinations are in line with the requests of Chinese tourists. To this end, the European Commission and the European Travel Commission have created a collaborative platform, aimed at stimulating tourism in the region in view of 2018, the Year of Europe-China Tourism announced by the President of the European Commission Jean-Claude Juncker and Chinese Premier Li Keqiang during the EU-China Summit last June.