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NEWS 7 ASIAN DEMAND EMERGES FOR NEW DESTINATIONS IN ITALY 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 STAND L35 - BASEMENT 2 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 cinema STAND Q44 - BASEMENT 2 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 STAND N27- BASEMENT 2 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
