Zoom-in China Online Training Series (3): Understanding Tourism & Culture Industry in China


    2022-03-03 09:00 - 10:30

    2022-03-3 16:00 - 17:30
IURC China


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2022-03-03 09:00 - 10:30


According to the World Tourism Organization (UNWTO), before COVID-19, the contribution of China's tourism industry to the national economy was 9.3%, which was similar to the EU average (9.5%). The Chinese outbound travel market is notable for its large volume and rapid growth. Tourism from China to the EU has tripled in ten years. China has already become an important force in the global tourism economy. With its rich cultural heritage and natural resources, China offered unique tourism destinations. In 2016, China ranked number 8 among non-EU destinations (after USA, Turkey, Switzerland, Norway and Russia, Thailand, and United Arab Emirates). The successful events in the EU-China Tourism Year (2018), announced in 2016 by the (former) President of the European Commission, Jean-Claude Juncker, and the Chinese Prime Minister, Li Keqiang, provided a unique opportunity to increase visitors’ flows and investments in both EU and China.


This training session provides the participants an overview about long-term social, economic and ecological change in the tourism and culture industry in China, focusing on innovation-driven action plans in the digital transition and rural revitalisation, therefore supporting the EU-China city and regional cooperation to lead in a more effective way and achieve a more satisfactory result.



This Zoom-in session aims to identify major challenges faced and innovative strategies implemented in the Chinese tourism industry. The training may help EU cities and regions deepen the understanding in the Chinese context and transfer the knowledge to the EU-China city and regional cooperation under the IURC framework by:


(1). Sharing social, economic and ecological context of the tourism industry in China

(2). Identifying potential pilot areas in future cooperation with Chinese counterparts.



This training will be open to:


(1). IURC-China participating cities regions

(2). IURC global community (invitation only)



Read the highlights from the event