Europe was again a central attraction at the 2018 edition of ITB China. On the occasion of the 2018 EU-China Tourism Year (ECTY) a dedicated ECTY Pavilion showcased a multitude of European tourism products and destinations, underlining the importance of Europe as a tourism destination for Chinese tourists. On day one of the ITB China Conference Mr. Eduardo Santander, Executive Director of the European Travel Commission, presented a keynote address titled “EU-China Tourism Year: A Year of Opportunities”. Ideas were further exchanged with the wider travel and tourism industry during a high-level Panel Discussion on the challenges and opportunities of the EU-China Tourism Year and beyond. The ECTY Pavilion at ITB China, which has the support of the European Union, is part of an ambitious programme of activities in the framework of the 2018 EU-China Tourism Year (ECTY), including business to business matchmaking events and communication marketing campaigns. The ECTY aims to promote the EU as a travel destination in China, provide opportunities to increase bilateral cooperation as well as mutual understanding and create an incentive to make progress on market opening and visa facilitation. The European Commission is responsible for the organisation of the ECTY in cooperation with the European Travel Commission and the Ministry of Tourism and Culture of China.