30 SPECIAL FEATURE SHOPPING TOURISM I’ll Buy That! Shopping tourism grows in importance – as Chinese increasingly flock to outlets For 2016, China will continue to be the largest international tourism source market in terms of trips and spending, way ahead of the USA, with Germany as the runner-up, and major tourist destinations will continue to be crowded by large groups of first-time Chinese travellers. We asked Marcelo Molinari, Group Tourism Director, Value Retail, to explain the trend, as well as growth in the Chinese domestic market… China indeed has been, and continues to be, a key market for the Collection of Villages in Europe. According to taxrefunded sales, China was the top contributing market to the Collection in 2015, generating 50% of taxrefunded sales, an increase of 30% compared to the previous year. Meanwhile, Value Retail also opened the first Village in China in 2014: Suzhou Village, near Suzhou. Suzhou Village is an original fusion of Italian and artisanal Chinese influences that create an elegant and distinct customer experience; earlier this year it was recognised as a ‘Star Performer’ in the 12th annual Hurun Report 2016 ‘Best of the Best’ awards, determined by a survey of the most affluent individuals in mainland China. The Village is spectacularly located on the western shore of Yangcheng Lake Peninsula, in historic Suzhou, and serves the discerning visitors to this major tourist destination. And in spring 2016 Value Retail will unveil what will be one of the most important luxury shopping destinations in Asia, Shanghai Village. It is strategically located adjacent to Shanghai Disney Resort at the heart of a Chinese government multi-billion US dollar master plan, the Shanghai International Tourism and Resorts Zone. The only luxury outlet shopping destination within the Zone, Shanghai Village will be defined by a distinctive offer of international luxury, fashion and lifestyle brands, together with restaurants and cafés serving regional and international cuisine, in a grand and magnificent Art Deco inspired setting, fusing cultural influences from the East and West. IN SPRING 2016 VALUE RETAIL WILL UNVEIL WHAT WILL BE ONE OF THE MOST IMPORTANT LUXURY SHOPPING DESTINATIONS IN ASIA, SHANGHAI VILLAGE What’s different about the Collection of Villages compared to other outlets? The Villages have established themselves as international luxury shopping destinations. Each Village in Europe is created to reflect, in terms of design, some of the culture and heritage of its region; each Village, as open-air pedestrianised streets and squares, is therefore an entirely unique architectural setting for an enjoyable day-out experience. The brand mix in each Village is in each case a distinctive edit of international and national brands, with some brands and designers that can be new to our international guests, alongside the celebrated international names. So there is an ongoing sense of discovery; each time a visitor returns, there is something new. The Villages are home to restaurants and cafés offering cuisine of the region, alongside European and international fare, so our guests can truly unwind during their time with us. We partner with some 400 travel trade partners, facilitating visits to the Villages with ease as part of their itineraries in the Villages’ regions. What’s “new”? This summer, the Collection of Villages will celebrate the Best of Europe. Many of the Villages will host exclusive events, brand and blogger collaborations and there are some exciting popup boutiques launching across the Villages. In particular Kildare Village, which underwent a major expansion in 2015, will focus on the best that Ireland has to offer and 2016 will, of course, also see the opening of Shanghai Village, the eleventh Village in the Collection. Fidenza Village will also launch its Creative Spot campaign, a collaboration with Vogue and Camera Nazionale della Moda Italiana to showcase fashions by emerging local Marcelo Molinari Group Tourism Director, Value Retail and international talent. In late 2015 the Bicester Village Station, a brand new railway station, was unveiled, serviced directly from London Marylebone in less than one hour. The station incorporates a new VIP services desk and Information Hub, and beautiful waiting room, and all adjacent to the Village itself. Who are you primarily meeting with at ITB - and what are your key goals at the show? The main purpose for our presence at ITB this year is again to raise awareness of our unique offering in terms of shopping tourism and an experience unlike any other. We aim to meet with industry leaders and key players in the tourism industry and to reach agreements that benefit our guests by offering them the ultimate shopping experience. With this in mind we aim to develop to our existing tourism partners who continue to add value to our guest’s experience and create new partnerships that will add value to the shopping tourism experience. Hall 18 / Stand 125a ITB BERLIN NEWS • Thursday 10 th March 2016 www.itb-berlin-news.com
NATURE TOURISM & NATIONAL PARKS SPECIAL FEATURE 31 A Walk Among The Treetops Lithuania leads the way with innovation in nature tourism Recently recognised by the UNWTO with an award for innovation in tourism, the Anykščiai Regional Park is a breathtaking destination for nature lovers from around the globe. The 300-metre treetop walking path, which rises to 21m above the ground, was opened in August 2015 and has already been very popular with domestic and international tourists. A unique attraction within the Baltic and Eastern Europe, the number of visitors to Anykščiai increased from about 9,000 to around 150,000 visitors within only three months of the opening of the walkway. The elevated pathway, which is crowned by a watchtower – it also features an information centre and accommodates visitors with disabilities – is located in a forested river valley that supports a large number of rare plant species. Visitors can wander through the forest canopy on educational tours that inform guests about the rare flora on show. This beautiful landscape that marks the site, and which has long attracted writers and artists, is located in a reserve that is a part of Natura 2000, a European ecological network. This area was celebrated in the poem “The Forest of Anykščiai”, written by famous Lithuanian writer Antanas Baranauskas, which exalts the close relationship between nature and humankind, and which is quoted on information stands along the pathway. The treetop walk is well-placed at the intersection of hiking, cycling, water and motor tourism routes, and combines educational, health, historical and cultural tourism. Hall 18 / Stand 126b Paradise Found FASCINATING NATURE HOLIDAYS IN GERMANY Kandima Maldives is a new game-changing destination set to open later this year in Dhaalu Atoll, one of the most remote and pristine atolls in the Maldives. The lush tropical island measuring three km in length features a large natural lagoon and is ringed by coral reefs and aqua waters rich in marine life – and even some shipwrecks. Pitched at nature lovers, divers and snorkeling fans, the reef surrounding Kandima Island include endless tunnels, caves, overhangs and gullies, offering the ultimate diving experience and an opportunity to access unexplored reefs and virgin dive sites. Visitors can head to Mermaid Point on the eastern side of Kandima island for some of the best snorkelling in the Malvives. Among the brilliantly decorated soft corals and sea fans, large schools of spinner dolphins, plenty of green sea turtles and even the occasional whale shark can be viewed in the crystal clear waters. For those looking to relax, the accommodation features a private decking area from which to enjoy endless tropical ocean views – while daily yoga and meditation classes are also on offer. Hall 5.2A / Stand 109, 109a The German National Tourist Board (GNTB) kickedoff 2016 with a new theme for the year: “Fascinating nature holidays in Germany”. Worldwide marketing campaigns and trade activities are centred this year on the 130 natural landscapes throughout Germany, including 16 national parks, 15 UNESCO protected biosphere reserves and more than 100 natural parks. Germany is the most popular nature destination amongst Europeans. More than one third of Germany consists of protected natural sites, and the country’s consistent and responsible treatment of the environment is another reason for the GNTB to position Germany as a sustainable holiday destination. “Fascinating nature holidays in Germany” is an online campaign with several elements, starting with the enhancement of the homepage www.germany.travel/natur. Comprehensive information and an interactive map are available in several languages, and showcase the variety of Germany’s natural wonders. Hall 12 / Stand 102 ITB BERLIN NEWS • Thursday 10 th March 2016
