As travel restrictions are being lifted in China, the global tourism industry is seeing a surge in demand. Italy, in particular, is expected to benefit greatly from the return of Chinese tourists around the May Day holiday. Cristiano Varotti, chief representative of the Italian National Tourist Board (ENIT) in China, predicts that Italy’s position as a major destination for Chinese tourists in Europe will be confirmed in the coming months. In 2019, Italy received over 5.3 million Chinese tourists, making it one of the most visited European countries by the Chinese. This influx of tourists is particularly good news for luxury brands and the catering sector in Italy, as international travelers make up 60% of luxury purchases in Italy, and 50% of luxury purchases in Europe. ENIT is investing a lot of time and resources in promoting Italy through the Chinese digital ecosystem and social media platforms, and will organize training sessions and marketing actions in collaboration with some of the largest national Chinese tour operators. Roadshows will be held in several cities, including Beijing and Shanghai. As bookings for outbound travel from China during the May Day holiday have multiplied by 18 times year-on-year, the Italian tourism industry is expected to see a significant boom.
