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High-Level Master Class on “Attracting Chinese Tourism to the Mediterranean Countries”


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  A joint UNWTO-Ministry for Tourism Event in Malta
Corinthia Palace, Balzan, Malta
Date:  24.05.2017
Time:  08.30-16.30
Chinese outbound tourism is one of the most discussed phenomena in contemporary tourism.  As the Chinese outbound market grows and evolves into a more mainstream source of tourism demand, increasing numbers of countries are seeking to tap into its potential. 
Chinese tourism is already well established in a number of Asia-Pacific, North and Latin American and European destinations.  The Mediterranean littoral has featured mixed fortunes with some destinations being more successful than others in their efforts in the Chinese market.
This Master Class has been formulated on the belief that the Mediterranean brand comprises a number of distinct attributes which should enable Mediterranean countries and destinations to develop a clear market positioning based on a set of unique selling propositions which are attractive to Chinese tourists: USPs based on a rich historical and cultural tradition, a healthy lifestyle, an excellent climate and non-industrialised environment characterised by blue skies and clean seas and the harmonious relationship between ancient maritime cities and their surroundings.
The Master Class will bring together experts in the field of marketing, travel organisation and product development to discuss what the Mediterranean countries need to do to strengthen their potential in the Chinese market.  It will also tap into some of the success stories from the region through the sharing of best practice examples from countries which already have a foothold in China.
Participants invited for this conference include Mediterranean Ministers and tourism stakeholders, particularly those of relevance to the Chinese tourism. Participants will receive an invitation to register with a link that will grant immediate access to the registration portal. Once a participant has registered, he or she will receive a confirmation that will give access to the accreditation process. Accreditation is personal and non-transferable.
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Contact Name Contact Name 
Peter Janech
Regional Programme
for Europe
UNWTO World Tourism Organization
A specialized agency of the United Nations
C/ Capitán Haya 42, 28020 Madrid, Spain
Telephone Telephone
 +34 91 567 8211
Email Email