ITB Asia News 2019 Day 2 Edition

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After being European Youth Capital

2019, Novi Sad in Serbia has been

chosen to be the European Capital of

Culture 2021.

Located along the Danube River, Novi Sad is

an attractive town with its old town blending

Hungarian and Serbian cultures in its classical

buildings. Serbia’s second largest city is likely

to gain more exposure as it has been named

European Capital of Culture 2021. It will be a

historical event as it will be the first time that a

city outside the European Union will hold the

title. The decision to give the title to Novi Sad is

a way for the EU to bring closer the cultural ties

with countries seeking full membership into the

European Union.

The programme concept of “Novi Sad 2021”

comprises four areas under the slogan “4 new

bridges”. Among 200 cultural events already

take place in Novi Sad every year, including

EXIT Festival, which is the laureate of the Best

European Festival Award in 2018. This music

festival attracted in 2017 over 200,000 visitors

from 60 countries - mostly young people -

looking at attending about 35 concerts. Fresh

content during the European City of Culture

2021 will be added to the long list of existing

festivals and events.

Marija Labović, CEO, National Tourism

Organisation of Serbia, says: “The title ‘European

Cultural Capital 2021’ proclaims the high cultural

value of Novi Sad. Visitors can feel and see the

unique multicultural character in the cityscape.

The nomination will act as an important tourism

magnet for the region and support the further

development of the city’s creative potential”.

The most recognised structure in Novi Sad is

the Petrovaradin Fortress, which dominates

the skyline and also offers scenic views of the

city. The nearby historic Stari Grad has many

monuments, museums, cafes, restaurants and

shops. The Fruška Gora National Park is another

popular destination to visit at only 20 km from

the city centre


The church of

the Name of Mary

Novi Sad, European Capital

of Culture for 2021

Asian travellers put Italy among the

top destinations that they want to visit

in Europe. Italy stands with France,

Germany and the UK among Asians’

favourites. It is estimated that Southeast

Asia generates over 200,000 arrivals per

year. ASEAN countries represent Asia’s

fifth largest source market after China,

Japan, South Korea and India.

ASEAN travellers tend to favour “Classic

Italy” circuits which generally include

Rome, Florence, Pisa, Milan and Venice.

In recent years, ENIT has seen Asian

demand emerging for the Amalfi Coast,

Sicily and Liguria.

Culture, gastronomy and shopping for

Italian brands are among the favourite

activities of Southeast Asians. In 2019,

ENIT promotes the luxury concept in

Southeast Asia by emphasizing a lifestyle

nurtured by high quality tourism.

In 2020, Italy will push various themes to

let visitors discovering new destinations

such as Parma named the Italian Capital

of Culture and Torino, the city of Italian



Duomo di Messina, Sicily, Italy

© Al Ianni

Manchester United to promote Malta

A partnership has been signed between

Manchester United and the Malta’s Tourism

Authority to promote the island as a tourist

destination. Manchester United has 1.1 billion

global fans and the Maltese Tourism Authority

will provide special travel offers exclusively for

the supporters of the Premier League club.

Commenting on this partnership, Malta

tourism minister Konrad Mizzi declared: “We

are working on several initiatives to increase

Malta’s brand awareness to attract tourists

from new, non-traditional markets as well as

more foreign investment and businesses, while

increasing Malta’s visibility around the world.”

“This partnership complements our tourism

strategy to consolidate our traditional markets

such as the UK, whilst targeting new markets

from Asia, where Manchester United holds a

very strong following.I strongly believe that

partnering with a club will help to establish

Malta as the number one destination to visit,”

added the minister.

In parallel, Malta will get exposure during home

matches at Old Trafford and on the club’s digital

marketing channels, social and printed media


Tourism Minister Konrad Mizzi (second right) holds

a signed Man. United shirt alongside MTA Executive

Chairman Gavin Gulia (right), Communications

Co-ordinator Alex Cutajar (left) and Permanent

Secretary Ronald Mizzi.

ITB ASIA NEWS • Thursday 17 October 2019

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