Under the umbrella of the 2018 EU China Tourism Year (ECTY) €1,100,000 has been contributed in EU funds to co-fund thematic transnational promotion of Destination Europe in China for a total of 8 projects involving 28 partners. The latest projects to be accepted and which will now receive co-funding are Experience Croatia, Feel Slovenia and Discover the hospitality and shopping experience in Europe. These campaigns are defined as original, creative and target-group oriented marketing initiatives that promote transnational themes, tourism products or services in Europe to increase awareness of Europe as a travel destination in China.
The general objective of Experience Croatia Feel Slovenia is raising awareness and increasing visibility of the two European countries by highlighting their diversity and quality, significant cultural heritage, and rich natural beauty among the various target groups in the China market via communication and promotion activities that could trigger higher number of potential tourist’s arrivals and local spill-over revenues in Slovenia and Croatia.
Value Retail (The Bicester Village Shopping Collection) and Melia Hotels International S.A. are coordinating marketing activities in the Discover the Hospitality and Shopping Experience in Europe campaign to facilitate the Chinese guest hospitality and shopping experience in order to make it a perfectly orchestrated experience for the Chinese visitor. The main goal of both campaigns is to generate a new trend in which travellers from China to Europe share the amazing experiences they encounter whether they are still at the destination or at home after returning from their travels.