Chinese Tourism in Italy: New Growth Opportunities 

Article curated by Caterina Ying Hong

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. 

Twissen