HALL PLAN 展 馆 平 面 图 STAND E038 STAND B035
NEWS 5 ITALY OFFICIAL PARTNER DESTINATION OF <strong>ITB</strong> CHINA <strong>2019</strong> Italian National Tourism Board newcomer and largest national exhibitor – co-host of <strong>ITB</strong> <strong>China</strong> Opening Dinner on 14 May Italy is the official partner destination of <strong>ITB</strong> <strong>China</strong>. The partnership follows an agreement signed by David Axiotis, General Manager of <strong>ITB</strong> <strong>China</strong> and Maria Elena Rossi, Marketing and Promotion Director of the Italian National Tourism Board during this year’s <strong>ITB</strong> Berlin. The Italian National Tourism Board will make its debut at <strong>China</strong>’s largest B2B travel trade show and will have a major presence in hall 1 of the World Expo Exhibition and Convention Centre. Italy will be the largest national exhibitor displaying its history and culture that is enriched with a unique combination of nature, food and lifestyle. The <strong>ITB</strong> <strong>China</strong> Italian pavilion will be showcasing the multitude of Italian tourism products and destinations among which are confirmed: Regione del Veneto, Vicenza e’Soc cons.R.L., Save Spa – Venice Airport, Venezia Unica Citypass by Vela Spa, Biella Tourist Board, Turismo Torino e Provincia Tourist Board, Easy Nite SRL, Verticalife, DMO Piemonte, PromoTurismoFVG - Friuli Venezia Giulia Region, Doubletree by Hilton Venice North and Venice events. As the partner destination of this year’s <strong>ITB</strong> <strong>China</strong> Italy will co-host the <strong>ITB</strong> <strong>China</strong> Opening Dinner in the evening of 14 May <strong>2019</strong> set to take place in the Shangri-La Hotel Pudong, Shanghai. The Southern European country will fascinate visitors with a colourful program of events STAND A051 Face to face with Maria Elena Rossi, Marketing and Promotion Director, Italian National Tourism Board International tourism in Italy has grown rapidly in the last years, up to 210.7 million overnights in 2017, +32% since 2009. Moreover, Italy is the top international destination in the Schengen Area for Extra European Countries, with a significant growth from emerging markets. We asked Maria Elena Rossi – Director of Marketing and Promotion – ENIT (Italy’s DMO) how trends are evolving. The trend is confirmed in 2018 and <strong>2019</strong> forecast from big data. Together with volumes, our key performance indicators are based on value growth: total expenditure of international tourists reached 41,7 billion euro in 2018 confirm a 6,5% growth of international expenditure. Why is it important to partner with <strong>ITB</strong> <strong>China</strong>? Being partner destination of <strong>ITB</strong> <strong>China</strong> <strong>2019</strong> is outstanding particularly because of the high calibre contacts that we can establish here. This leading industry trade event offers excellent opportunities for us to meet top Chinese buyers as well as maintain existing contacts and find new customers. We are very much looking forward to presenting our products in the Chinese market for the very first time. Please tell us a little more about your marketing strategy and promotional initiatives for <strong>2019</strong>. Maria Elena Rossi Marketing and Promotion Director, Italian National Tourism Board ENIT promotes Italy as a global tourist destination both by marketing the different Regions and destinations and by developing a sustainable and balanced distribution during the whole year. Our strategy is focused on value growth, which implies market segmentation, investments both in leisure and the meeting industry, a stronger support for areas with potential, in particular Southern Italy. Matera being the European Cultural Capital in <strong>2019</strong> is an excellent opportunity to develop a value offer on the international markets of less known destinations. <strong>2019</strong> is the Italian year for slow tourism, focusing on our extraordinary and unique soft skills, food and wine, cultural and artistic heritage. Also, special interests such as cycling, hiking, golfing and, in general, active holidays are growing fast and are consistent with the sustainable development and value growth of Italian tourism in the Alps, the Apennines and the Italian Islands. How are you celebrating ENIT’s100 th birthday? This year we celebrate Leonardo da Vinci, which will inspire us to market innovative products on mature and emerging markets. Innovation and creativity will be part of all our marketing activities around the world, under the claim ‘Italy, A beauty to treasure’. Our contribution to a sustainable tourism development in Italy is the best way to celebrate 100 years of our national tourist board <strong>ITB</strong> CHINA NEWS • Thursday 9 th May <strong>2019</strong>