The 2018 EU-China Tourism Year is an excellent opportunity to enhance the visibility of Europe as a travel destination in China, with a particular focus on the EU public and private tourism sector. Therefore it is crucial that all communications related to the initiative are properly referred and framed within the larger context. Please find below the relevant resources for media and PR outlets, and other communication campaigns.

Logos & Style Guides

Logo and style guide
EU-China Tourism Year


Press Toolkit

Press Toolkit
January 2018


Press Releases

EU – China Tourism Year

Media Library

The ECTY Christmas Market was held at the Guangdong Hall in Chengdu, Sichuan Province, from 30 November to 2 December 2018. The three-day consumer event brought European Christmas traditions to China, offering not only typical seasonal products, but also travel information and various activities for children. The ECTY Christmas Market welcomed more than 25,000 visitors.

The ECTY Pavilion at CITM hosted an 11 destinations and SMEs from 9 different European countries in Shanghai between 16-18 November 2018. In addition, Head of Tourism Unit at the European Commission, Mrs Anna Athanasopoulou presented ECTY during the opening ceremony.

As an official partner of 2018 ECTY, GTEF presented the European Union as an Official Partner Region to promote the EU’s immense collective tourism offerings to China. The European Travel Commission (ETC) hosted and coordinated the participation of destinations from 10 countries  in the ECTY Pavilion. The GTEF took place in Macau between 23-24 October 2018.

Between October 2018 and March 2019, four official ECTY Ambassadors were nominated: Chinese actors Mary Ma, Timmy Xu, Elvis Han and singer Mao Buyi. The Ambassadors embarked on a Eurotrip and starred in a series of promotional videos, acting as advocates for ECTY and “Destination Europe”. Each one of the Ambassadors followed a different transnational itinerary, focusing on a specific theme such as art and culture, food and wine, natural beauty, fashion and design.

The ECTY Key Opinion Leaders (KOL) programme allowed Chinese digital influencers to immerse themselves in “Destination Europe” in order to create and share compelling and engaging stories about pan-European travel experiences on their channels. 10 KOLs were sent on individually tailored trips to a total of 21 countries between May 2018 and March 2019.

The Chinese pillar was built on the occasion of Europe Day on 9 May. More than 30 major sites throughout China participated, including the Great Wall and the Imperial Summer Palace.

ITB China 2018 was designated an official partner and flagship event of the EU-China Tourism Year (ECTY) and took place from 16 to 18 May in Shanghai. Europe had a strong presence at the three-day business to business travel trade fair with a dedicated ECTY pavilion hosting more than 40 European destinations and operators.

Europe and the EU-China Tourism Year (ECTY) were designated as official event partners of the 2018 edition of the China Outbound Travel & Tourism Market (COTTM). The three-day business to business travel trade fair took place from 16 to 18 April in Beijing.

More than 50 landmarks, iconic sites and venues across Europe turned a shade of red on 2-3 March 2018 to build a symbolic bridge of light to China honouring the EU-China Tourism Year.

200 Chinese tour operators participated in multiple trans-European familiarisation trips (FAMs), in order to extend their knowledge of Europe as a communal entity of inter-connected countries. The group of operators was clustered into 20 different multi-country itineraries based on the interest and product portfolio of each operator. The FAMs took place in in March 2018, October 2018 and March 2019.


The 2018 EU-China Tourism Year was officially launched at the Doge’s Palace in Venice on 19 January in the presence of more than 600 European and Chinese representatives of the travel sector.

World Heritage Journeys Europe