On 27 October, the EU SME Centre and our official partner, Empresa Pública para la Gestión del Turismo y del Deporte de Andalucía (EPGTDA),organised an online training workshop aiming at explaining European SMEs operating in the HORECA industry the changed characteristics of the ICT market applied to China’s tourism in the post-COVID times. The webinar was designed to help Travel-Tech companies understand the market situation and prepare them to seize upcoming opportunities.
31 participants joined this session to learn about the crucial role that ICT plays in the tourism, travel and hospitality industries. The workshop was opened by Mr. José Luis Córdoba, director of Andalucía Lab, who remarked the importance of these two markets nowadays not only for Andalusian SMEs but for all businesses involved in the Travel-Tech industry.
The workshop started with a brief presentation of the EU SME Centre and services available for European SMEs. Prof. Dr. Wolfgang Georg Arlt, expert of the EU SME Centre and CEO of COTRI China Outbound Tourism Research Institute, followed suit with a comprehensive market review including the current market situation, a presentation of the newest ICT approaches in tourism, best practice sharing, and suggestions on how to combine online and offline channels. Wolfgang explained the participants the influence that Word-of-Mouth has on tourism destination choice in China.
The training session was closed with the intervention of various guest experts, who presented best practices of ICT businesses that have successfully penetrated the Chinese market.
In the Q&A session, Prof. Dr. Wolfgang Georg Arlt explained that he doesn’t expect China to open the borders until March or April 2022. We keep our fingers crossed!
If you missed this webinar or would like tore-watch it, you can find the recorded webinar here. If you want to learn more about China Outbound Tourism, you can download the market report “The Outbound Tourism Market in China” or watch a previous training workshop on this topic organised on 7 July 2021: “Post-pandemic situation of China’s outbound tourism: How to prepare for a sustainable and successful re-start of Chinese outbound tourism”
About Empresa Pública para la Gestión del Turismo y del Deporte de Andalucía EPGTDA is a public company subordinated to the regional authority of Andalusia. The company is linked to the Regional Ministry of Tourism, Regeneration, Justice and Local Administration of Andalusia Government and its main purposes is to promote and develop the tourism and sports industries. The main lines of action of the EPGTDA are the promotion of Andalusia’s tourism destination, research, statistics and advisory work, analysis of new tourism products and markets, production and distribution of tourist and sports information, management of tourist and sports facilities of the Andalusian Regional Government, as well as the management of the ERDF Support Funds for Tourism SMEs. EPGTDA also manages an online platform providing information, interaction and multidirectional communication among users (professional and tourists). This support platform is used by companies in the tourist sector to promote and sale a wide variety of tourism products.
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