by Fabio Carbone
Lecturer and Researcher at the University of Northampton (UON) – UK
Director of the Research Centre for Global Economic and Social Development (GESD, UON)
Consultant in Sustainable Tourism Management and Heritage-Led Development in post-conflict reconstruction contexts

This article draws on reflections shared during my keynote address at the 2nd International Conference on Archaeology and Tourism hosted by the University of Tobruk in Libya, under the theme “Investment and Sustainable Development between Archaeology and Tourism:
Prospects and Challenges.” My presentation, entitled “Archaeology Beyond the Past: Slow Tourism, Social Value, and the Faro Convention,” placed two Mediterranean cities in dialogue — Crotone and Tobruk.
Two coastal communities, both peripheral and central at once: ports of history and identity now seeking to redefine their relationship with memory, development, and the future. The central idea is that archaeology, when understood in the broad sense proposed by the Faro Convention (Council of Europe, 2005), is not merely a science of the past. It is a practice of the present, capable of generating social value, cohesion, and, ultimately, what Johan Galtung (1969) called “positive peace” — not the absence of conflict, but the active presence of justice, dialogue, and participation.

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L'articolo Archaeology Beyond the Past: Slow Tourism, Social Value, and the Faro Convention by Fabio Carbone proviene da Twissen.

And while we’ve been teaching our students—for over two decades now—the principles of sustainability, responsible tourism, and many other similar empty concepts, the world outside is burning. It burns under bombs, under the indifference and/or impotence of the masses on one hand, and under the craving and greed of elites, masked as political rationality, on the other. Gaza, Ukraine, Sudan, Congo, Yemen… the list could go on like a secular rosary of human suffering. The media show us the pain in streaming on our screens as a show, while international diplomacy issues pointless cease‑fire appeals while – at the same time –  legitimizes a genocide (that of the Palestinian people) under the pretext of self‑defence (that of Israel).

In this scenario, where ethics vacillate and legality bends to a law of the jungle, where “All religious stuff aside, the fact is people who can’t kill will always be subject to those who can”[1], the most urgent question is: where have those bridges of understanding we thought we’d built gone? Tourism, so often celebrated as an instrument of peace, encounter, solidarity—where has it brought us so far? And what if we discovered that it has helped—perhaps unwittingly—to feed a system of inequality, deceit, and toxic narratives that are pushing the world to the brink of barbarism, in a geopolitical landscape increasingly resembling a global Far West? Has tourism failed? Tourism is not the origin of current global imbalances and conflicts—but is it complicit?

This article originated from the critical reflection I brought to the last meeting of the International Institute for Peace through Tourism (IIPT), at which I participated as Global Ambassador. At that gathering—deeply shaped by images from contemporary warzones—I urged my esteemed colleagues to ask ourselves: what has tourism actually done, and is doing, for peace? And above all: how can we prove today that our founding paradigm—“tourism as a vehicle for peace”—is still valid and credible?

We live in an era shaped by a new global power structure. The masters of the world are no longer states, but the boards of major investment funds: BlackRock, Vanguard, JP Morgan. Behemoths that manage trillions of dollars and simultaneously occupy the levers of the economy, Big Tech, central banks, even public bodies and NGOs. Their presence is as pervasive as it is invisible. In parallel, the European Union races toward rearmament—but the real battles will be fought on the technological front, where discoveries now happen in private multinational labs, not public research centres. Starlink, Neuralink, OpenAI: the new frontiers are privatized and opaque—they shape our lives and our wars.

Added to this is the crisis of democracies. Voters, disappointed and disillusioned, reward leaders who simplify reality with slogans and public enemies: Modi, Netanyahu, Meloni, Bukele, Trump… the list is long and reveals a widespread desire for authoritarian order rather than participation (Arendt & Co. are turning in their graves!). In this context, tourism has proven unable to serve as an antidote. On the contrary, it has all too often become complicit—a stylized vehicle for normalizing injustice.

Where are the fruits of decades of promoting intercultural tourism? If millions of Europeans have been to Egypt, Palestine, Morocco, Turkey—where today are the signs of solidarity? What awareness did those trips generate? If images of bombed children fail to trigger ethical reaction—and at best evoke an Instagram story—then we must have the courage to ask: what failed in the peace education we associated with tourism? Tourism, as a practice of encounter and mutual discovery, could—and should—have generated something more: a deeper sense of global solidarity. Not merely awareness of the other, but connection, alliance, empathy.

So where were—and where are—the voices of those millions of Western travelers who roamed the markets of Hebron, sipped tea in Khan el‑Khalili, were moved by the generous sociality of the Lebanese people or the Syrian hospitality, now reduced to rubble? What global consciousness have we built if, faced with genocide, most Western governments and media not only remain silent but justify, manipulate, distort?

In this sense, tourism’s responsibility isn’t just structural—it’s cultural, educational. We failed to educate for peace through tourism. We settled for labels: responsible tourism, ethical tourism, solidarity tourism… But what have we truly taught? Perhaps nothing—because when tested in reality, no one can any longer distinguish right from wrong.

Maybe tourism has never been what we thought it was. Maybe it cannot truly promote justice and dialogue unless we radically change the paradigm. Otherwise—let’s admit it once and for all: it is just tourism as an economic sector, made of hospitality, marketing, finance. A polished experiential consumption machine that tells the beauty of the world while hiding its wounds. Let’s accept once and for all that tourism failed in its educational mission because it abandoned being a transformative process. It became consumption, entertainment, “authentic” experience—authentic only in a mercantile sense. It ceased to be a relationship and became a product. It sold the Other as folklore, as a human landscape to be observed. And in this process it helped not build bridges but reinforce stereotypes, differences, moral and economic superiority.

Behind the promises of development and progress through tourism, lies the systematic destruction of territories, identities, resources. Tourism systems more and more resemble spaces of arbitrary business, where local communities pay the environmental, cultural, civic cost, while the global tourism industry continues selling “authentic experiences” useful only for its profit narratives—emptying communities of their autonomy, land, and voice. Tourism becomes not only complicit but often a Trojan horse of neocolonial dynamics. When destination marketing hides conflicts, erases resistance, amplifies propaganda, and turns suffering into a sellable package, the line from narrative to mystification is crossed.

Here lays another dark drift: the commodification of human suffering. Hordes of Westerners file through Asian and South American slums with a look of pity toward those “poor people”, but with an unquenched Über alles in their heart! Then there’s dark tourism, which in theory should serve memory, but increasingly degenerates into emotional safaris of pain—a voyeurism (I called it “war porn” what’s often offered in war museums). In New Orleans, years ago, I personally witnessed appalling scenes: open‑top buses taking tourists through neighbourhoods devastated by Hurricane Katrina to photograph evacuees as if they were zoo animals—no mediation, no context, no respect. An experience that claims to “make you feel” without wanting you to understand. Even then I thought: “something is deeply wrong here…!”

But nothing compares to current horror. In Israel, some tour operators lead organized groups to the hills overlooking Gaza to literally watch genocide live: bombings, killed children, entire exterminated families—with binoculars and picnic baskets included. Suffering as spectacle. Death as entertainment. A level of dehumanization that breaks every moral dam. And instead of distancing itself, tourism participates, monetizes, legitimizes.

So, the question is not just what we got wrong, but whether it’s still possible to amend. Is it possible to return to tourism as an instrument of peace, real education, real empathy? Or must we resign ourselves to the fact that tourism as we know it is irredeemably part of the problem? If its function is reduced to marketing, hospitality, finance, without a radical ethic of relationship, then we have lost the essential meaning of travel: not to see the Other, but to recognize ourselves in the Other.

If we start from the premise that tourism is a peace‑tool, we must have the courage to interrogate our failure. The academic, institutional, and media narrative that for decades insisted on this axiom rarely asked: what if it isn’t so? Our duty today is to recognize the cracks in our own discourse. It is useless to wave the benefits of tourism if we’re unwilling to measure them against the real state of the world. It is pointless to talk about “understanding among peoples” if we continue to ignore that many of our established tourism models rest on structural imbalances, closed borders on one side and low‑cost flights on the other, on commercial exotism that conceals colonial wounds never healed.

Tourism is not neutral. It never has been. And if we really want it to be a vehicle for peace again, we must first understand how and why it has helped normalize injustice. Perhaps not all is lost. Perhaps space still exists for a tourism that is just, ethical, conscious. But for that to happen, an epistemological break is needed, a paradigm shift. Disobedience, critique, militancy. And above all, active memory: to remember that traveling was never a neutral act, but always a political choice. Either it truly becomes one—or we’d better stop calling it tourism.

[1] Phrase attributed to Sgt. Brad “Iceman” Colbert, First Recon US Marines, during the invasion of Iraq, recorded by the embedded journalist Evan Wright, who later included it in his book Generation Kill (2009).

Fabio Carbone is an academic and humanitarian activist, expert in cultural heritage management, tourism and global peace promotion. Among numerous international experiences, in 2023—amid the Russia‑Ukraine war—he was invited by the Ukraine National Tourism Agency to advise on post-war tourism planning. He has founded ACADEMICS4GAZA, an education-focused humanitarian initiative supporting Palestinian university students in Gaza.

Please note that the opinions expressed in the article are those of the author and do not necessarily reflect the views of Twissen.

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L'articolo Tourism and Peace: Mission Failed (?) by Fabio Carbone proviene da Twissen.

Length of stay and travel formats
The majority (59%) plan to spend 1–2 weeks in Europe. Couples and families are more inclined to stay 2–3 weeks, while solo travelers are split between short getaways and extended trips of over three weeks. 

Purpose and travel party 

• 73% are traveling for leisure, followed by those visiting friends and relatives (10%) and business travellers (9%).
• Most trips are planned with a partner (40%) or family (28%), although solo travel accounts for a solid 20%. 

Booking preferences: flexibility vs convenience
While 43% prefer all-inclusive packages from tour operators, 36% choose to book flights, accommodation, and experiences separately — especially among solo travelers seeking flexibility. 

Destination priorities
Safety remains the top criterion (45%), followed by iconic landmarks (41%) and quality tourism infrastructure. Concerns about cost, crowding, and geopolitical issues such as the war in Ukraine have all eased compared to last year. 

Food as a key experience driver
Among the most sought-after activities in Europe for summer 2025, culinary experiences stand out: 34% of respondents express interest in discovering local food markets, wineries, and traditional gastronomy. Europe’s culinary heritage continues to be a powerful magnet for long-haul visitors. 

At Twissen, we have observed that travel planning to Europe is increasingly experience-driven, balancing safety, authenticity, and smart budget management. 

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L'articolo Summer 2025: How Long-Haul Travelers Are Planning Their European Getaways proviene da Twissen.

The T&T GDP multiplier represents the ratio between tourism’s indirect and induced contribution to GDP and its direct contribution. In other words, it measures how much additional economic value the sector generates beyond its immediate impact.

The T&T Employment multiplier reflects the ratio between total employment (direct, indirect, and induced) and direct employment generated by tourism. A high value suggests that the tourism sector stimulates significant job creation throughout the value chain.

A Comparison Across Countries

In Europe, Iceland stands out as a leading case, with high values on both multipliers—around 5 on a scale from 1 to 7. Croatia and Portugal also show strong performance, with notable GDP multipliers and solid employment impacts (an average of 3.44 for Croatia and 4.76 for Portugal). Greece is also on the rise, with values approaching 4, demonstrating how tourism can serve as a catalyst for both economic growth and sectoral development.

On the other hand, countries like India, the Philippines, and Indonesia emerge in terms of the employment multiplier, where tourism generates at least two indirect jobs for every direct one.

China and Australia, despite the substantial absolute contribution of tourism to their GDP, show relatively low employment multipliers: while both countries score the maximum 7 on the GDP multiplier, they rank only 63rd and 70th respectively in employment impact. This suggests that value creation is concentrated within the directly involved tourism sector, bringing benefits that do not spread as effectively to other industries.

At the top of the global ranking is Laos, an emerging country in Southeast Asia, which scores the highest in both indicators. This clearly shows the central role that tourism plays in its national economy.

At Twissen, we have observed that countries with a high GDP multiplier but a low employment multiplier may have highly productive yet less inclusive tourism sectors. Conversely, countries with strong employment impact but lower economic return may use tourism as a tool for social inclusion but require investment to enhance service quality and value.

The challenge ahead will be to balance both dimensions: generating more value and more jobs through policies that promote innovation, sustainability, and skills development in the tourism sector.

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L'articolo Tourism and Economic Multipliers: GDP and Employment proviene da Twissen.

The main challenges remain linked to climate change, inequalities, and the need for more inclusive policies. The report indicates that countries with better management of natural and cultural resources attract more tourists, but it also stresses the need to strengthen resilience to future crises, such as environmental disasters and pandemics. A clear example is China, which ranks first globally for travel motivations but ranks 4th for natural and cultural resources, while placing 49th in health and hygiene. Italy performs better, ranking first for cultural resources and 27th for infrastructure and health security.

Digitalization and innovation are key factors in ensuring the growth of the tourism sector, alongside a particular focus on policies for preserving cultural and natural heritage.

In terms of ICT development and digital services, the top 10 is dominated by Northern European and East Asian countries, with Denmark holding the global lead, followed by South Korea and the Netherlands.

According to the Travel & Tourism Development Index, which combines various economic and tourism factors, the United States leads the global ranking in 2024, ahead of Spain and Japan. However, as shown by the examples, this general order drastically changes when more specific aspects and indices are considered.

At Twissen, we have observed that global tourism is undergoing a transition towards more sustainable models, requiring investments in infrastructure, international collaboration, and innovations in the transportation and services sector.

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L'articolo Global Tourism: Trends from the 2024 Travel & Tourism Development Index proviene da Twissen.

Common Objectives

Both documents highlight the importance of competitiveness, digitalization, sustainability, and governance as key drivers of tourism sector growth. Among the shared priorities:

• Travel Facilitation
  Both manifestos emphasize the need for simplified visa and border control procedures. The UK focuses on streamlining visa applications and introducing more affordable multiple-entry visas, while the EU aims to improve Schengen procedures to attract more international visitors.
• Support for Tourism Businesses
  Both strategies aim to reduce fiscal and administrative burdens on tourism businesses, making the sector more attractive to investors and entrepreneurs.
• Promotion of Sustainable Tourism
  The documents emphasize the importance of environmentally sustainable policies. The EU proposes a strategic plan for eco-friendly tourism, while the UK focuses on reducing disruptions in rail transport and initiatives to improve coastal cleanliness.
• Skills Development
  Both the EU and the UK recognize the importance of training and workforce qualification. The EU promotes cross-border skills recognition, while the UK prioritizes apprenticeship reform and youth mobility programs.

Key Differences in Approach

Despite shared objectives, the two strategies adopt distinct priorities and implementation methods:

• Territorial Focus
  The European Tourism Manifesto takes a pan-European approach, promoting an integrated strategy among EU member states. In contrast, the UK manifesto focuses exclusively on national priorities, addressing post-Brexit challenges such as the need for new mobility agreements with the EU.
• Fiscal Policies
  The UK emphasizes tax reductions in tourism, including a duty-free shopping scheme for international visitors and lower VAT on accommodations and attractions. The EU, on the other hand, aims for greater fiscal coordination among member states to maintain the sector’s competitiveness.
• Digitalization
  Both manifestos recognize the role of digital transformation, but with different emphases. The EU prioritizes financial support for digital innovation in small and medium-sized tourism enterprises, while the UK focuses on optimizing e-visa processes and border control systems.
• Seasonality Management
  The EU proposes strategies to reduce seasonality in tourism, diversifying the offer and improving the distribution of tourist flows throughout the year. The UK, however, does not place particular emphasis on this issue.

Conclusion

At Twissen we observed that while both strategies share fundamental objectives, they are tailored to different contexts and challenges. The EU aims to consolidate its tourism leadership through coordinated policies, whereas the UK focuses on attracting more visitors through targeted reforms and fiscal incentives.

These two approaches offer valuable insights for the future of international tourism, providing models that other regions could adopt in their own tourism development strategies.

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L'articolo The Impact of Brexit on Tourism: A Comparative Analysis proviene da Twissen.

Among the most popular destinations, Turkey dominates the market with a 38.5% share, followed by the United Arab Emirates (11.4%), China (10.9%), Thailand (10%), Abkhazia (8.6%), and Egypt (8.5%). These six destinations alone account for 88% of all outbound Russian tourism. Notably, China has seen a remarkable 96.5% increase in Russian travelers, likely due to the post-pandemic revival of economic and tourism ties. 

Another emerging trend is the growing interest in the Russian Arctic. The allure of the Far North—its untouched nature, indigenous traditions, and adventurous appeal—is attracting more and more visitors. However, the current infrastructure struggles to meet demand: in 2024, only 1.2 million people visited the Arctic, less than 1% of total domestic travel. This number is expected to rise significantly in the coming years, thanks to infrastructure development and the introduction of new cruise routes. 

Travel to former Soviet republics is also on the rise, with particularly strong growth in Georgia (+21.5%), Azerbaijan (+25.8%), and Uzbekistan (+28.8%). This trend suggests that many Russians see these destinations as affordable and culturally familiar alternatives. 

At Twissen, we observe that, despite geopolitical challenges, Russian tourism continues to expand. Turkey and other traditional destinations remain key, while new trends emerge—such as Arctic exploration and stronger tourism ties within the post-Soviet space. The growth in travel to China highlights a deepening cooperation between the two nations, while the demand for exotic destinations like Vietnam and the Maldives reflects a desire for more diverse travel experiences. 

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L'articolo Where Will Russians Travel in 2025? Top Destinations and Emerging Trends proviene da Twissen.

1. Hyper-Personalized Experiences

Travelers now expect tailor-made experiences that meet their specific needs, with 71% of consumers seeking personalized services. Artificial intelligence and machine learning enable hotels to analyze guest behaviors, creating highly customized stays that boost customer loyalty and open new revenue opportunities. 

2. The Rise of Hotel Retail

To meet evolving traveler expectations, hotels are transforming into retail platforms, offering unique experiences and extra services beyond traditional accommodation. Personalized tours, culinary journeys, and spa treatments are becoming integral parts of hotel packages, enhancing guest satisfaction and increasing revenue. 

3. Flexible Payments

The “Buy Now, Pay Later” (BNPL) option is gaining popularity, particularly among younger travelers. In fact, 40% of customers prefer not to pay the full amount upfront. Hotels that adopt this payment model can boost profitability by encouraging higher-value bookings and longer stays. 

4. AI Concierge and Chatbots

In a fast-paced world, many consumers expect personalized, 24/7 service. AI-driven concierge services are revolutionizing the industry, with hotels integrating chatbots and virtual assistants to handle guest requests, bookings, and upgrades. This improves efficiency and reduces customer service costs by up to 40%. 

5. Customization at Every Stage

Booking a stay is just the beginning—guests want to personalize their experience with spa treatments, dining options, transportation, and on-site activities. Offering additional services throughout the customer journey enhances satisfaction, reduces cancellation rates, and increases the average booking value. 

6. The Gift of Experience

More people are choosing meaningful experiences over material goods. Hotels are responding by offering gift cards and vouchers for stays and services, giving consumers greater flexibility. The hospitality gift card market is expected to reach $4.2 billion by 2032. 

7. Self-Service and Minimal Contact

Around 80% of travelers prefer contactless options during their stay. Hotels and resorts are integrating technology to offer automated check-in, mobile booking management, and seamless service access without direct staff interaction. 

8. Stress-Free Travel

With ongoing uncertainties in travel, consumers are looking for guarantees and flexibility. Around 70% of travelers prefer booking options with flexible policies. Integrating travel insurance and flexible cancellation policies helps reduce cancellations and build customer trust. 

At Twissen, we have observed that the hospitality industry is evolving at an unprecedented pace, requiring adaptation to an ever-changing reality. The growing focus on sustainability and the demand for flexibility and convenience make it crucial for hotels to balance technological advancements with exceptional guest care. Embracing these trends will be key to staying competitive in the hospitality sector. 

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L'articolo A Recent Study Reveals the 8 Key Hospitality Trends for 2025 proviene da Twissen.

Recent reports from Dragon Trail on WeChat and Weibo analyze the performance of both platforms in 2024 (WeChat e Weibo), providing a detailed overview of Chinese travelers’ preferences and behaviors, as well as Italy’s positioning in this global landscape. 

WeChat and Weibo: Strategic Channels for Tourism 

Since its launch in 2011, WeChat has remained a cornerstone of tourism marketing for the Chinese audience. The Dragon Trail report highlights that in 2024, destinations that achieved the highest engagement on WeChat were those that successfully combined informative content, special offers, and compelling storytelling. 

Weibo, on the other hand, continues to be a key platform for viral communication and user engagement. Data shows that the most successful posts come from tourism boards that effectively leverage popular hashtags, collaborations with influencers, and high-quality visual content. 

Chinese Tourism and Emerging Trends 

The large-scale return of Chinese tourists traveling abroad is one of the most significant trends of 2024. Destinations that have successfully adapted to evolving traveler expectations—offering digitalized services and targeted marketing campaigns on Chinese social media—have achieved the best results. 

Among emerging trends on WeChat and Weibo, DMOs, hotels, and cruise lines have seen a notable increase in market share from 2023 to 2024, reflecting renewed consumer interest. Meanwhile, attractions and museums have maintained steady engagement, with a slight increase mainly driven by Disneyland Hong Kong. In contrast, interest in airlines has dropped significantly, by over 80%. 

Sources: 2024 Full-Year Weibo Rankings Report, 2024 Full-Year WeChat Rankings Report by Dragon Trail

At the same time, attracting foreign visitors to China remains a challenge. Platforms like WeChat and Weibo are introducing multilingual tools and promotional campaigns aimed at Western markets, but outbound tourism continues to far exceed inbound travel. 

Europe in the Landscape of Chinese Tourism 

Italy is not among the Top 10 most-mentioned destinations on Chinese social media. 

Spain stands out as the leading European destination, ranking 4th among foreign national tourism boards on WeChat, following Japan, Thailand, and Shanghai. This trend is also reflected in the ranking of the most active international DMOs, where Valencia takes 4th place, ahead of Edinburgh and Milan, which rank 9th and 10th, respectively. 

On Weibo, meanwhile, Nordic countries such as Norway and Denmark have gained significant traction in 2024, reaching 5th and 6th place in engagement rankings, surpassing France and Germany. 

Conclusions 

At Twissen, we believe that effectively leveraging platforms like WeChat and Weibo is essential for attracting Chinese tourists and enhancing relationships with international visitors. While Italy maintains strong appeal, refining its digital strategy is crucial to remaining competitive. The adoption of innovative campaigns, a stronger presence on these social media platforms, and better integration of digital services are key to strengthening Italy’s position in the Chinese tourism market and attracting a growing number of visitors from China. 

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L'articolo The Role of WeChat and Weibo in Chinese Tourism: An Opportunity for Italy proviene da Twissen.

In recent years, Chinese tourism has undergone a significant transformation, with emerging trends focused on independent travel and personalized experiences. This shift is driven primarily by younger, tech-savvy generations seeking authentic and immersive activities, with a strong curiosity for Italian cuisine and wine culture.

Growing Interest in Food and Wine 

Chinese travelers’ preferences are constantly evolving. While group tours once dominated the market, there is now a growing number of individual travelers and small groups who prefer to explore destinations more independently.

A key factor in this shift is the increasing demand for authentic and unique experiences. Chinese tourists no longer seek only classic tourist attractions but want to fully immerse themselves in local culture through activities related to shopping, wellness, luxury, and, most notably, food and wine.

Italy has become an ideal destination for Chinese tourists, thanks to its rich culinary heritage and the exceptional quality of its food and wine products. Dishes like pizza and tiramisù are already well-known in China, but visitors are eager to experience them in their original form while traveling in Italy.

Italian wine is also gaining popularity among Chinese travelers, especially younger generations, who see it as a symbol of well-being and modern lifestyle. As a result, wine tastings, winery tours, and learning about winemaking techniques are increasingly in demand.

The Importance of Digitalization 

Digitalization plays a crucial role in attracting Chinese tourists. They extensively use social media and travel apps, such as WeChat, RedNote, and TikTok, to share experiences and plan their itineraries.

Beyond having a strong online presence, businesses should integrate popular Chinese digital payment systems, like WeChat Pay and Alipay, to facilitate transactions and improve the shopping experience. Additionally, free and fast WiFi is essential, as Chinese tourists love to share their travel moments in real time.

Practical Tips for Tourism Operators 

To attract Chinese tourists effectively, businesses should consider the following:

• Language support: Translate menus, signs, and informational materials into Chinese, and train staff in basic Chinese phrases.
• Cultural awareness: Avoid cultural taboos, such as the number four (considered unlucky) and gifts like clocks or knives. Be mindful of major holidays like Chinese New Year and Golden Week.
• Tailored hospitality: Provide hot meals and warm water in restaurants, as well as kettles, slippers, and other comforts in accommodations.
• Strong online presence: Utilize Chinese social media platforms and optimize visibility on local search engines like Baidu.
• Authentic experiences: Offer winery visits, cooking classes, and photography-friendly tours in iconic locations.

A Growth Opportunity for Italy 

Chinese tourism represents an exceptional growth opportunity for Italy, especially in the food and wine sector, which remains one of the most sought-after experiences among Chinese travelers. To maximize this potential, businesses must adapt to evolving preferences by offering authentic and personalized experiences that blend tradition with innovation.

With the launch of new direct flights such as Shanghai-Venice and a strong focus on digital integration, Italy is well-positioned to become an even more attractive destination for this expanding market.

Dr. Caterina Ying Hong, born in Hangzhou, China, and living in Venice for over 30 years.

• President of the Cultural Association “The New Silk Roads of Marco Polo” 
• President of the Chinese Tourism Association in Italy 
• Rotating President of the European Federation of Chinese Tourism 
• Board Member of various tourism and business associations 
• President & General Director of Rainbow Hotels Group, Venice 

Dedicated to enhancing cultural and tourism exchanges between Italy and China, she actively promotes dialogue and mutual understanding between the two nations. 

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L'articolo Chinese Tourism in Italy: New Growth Opportunities  proviene da Twissen.