Europe’s travel industry is buzzing about China’s untapped potential after a high-profile forum in the Netherlands last week. Over 40 European tour operators, media pros, and tourism experts gathered in The Hague on February 27 to brainstorm ways to boost inbound travel to the Chinese mainland. 🗺️
The event, hosted by the Chinese Embassy, highlighted ‘Innovative Cooperation in China’s Inbound Tourism’ – think viral social media campaigns, niche travel experiences, and smoother visa processes. One Dutch tour operator told attendees: ‘Gen Z travelers want more than the Great Wall – they crave tea ceremonies in Fujian and tech hubs in Shenzhen.’ 🍵💻
With China’s tourism sector rebounding post-pandemic, European businesses are eyeing partnerships in sustainable travel and cultural exchange programs. Pro tip for 2026 itineraries? Expect a rise in ‘hidden gem’ routes beyond Beijing and Shanghai!
