专访欧洲旅游委CEO：欧洲力推小众目的地，欢迎更多中国游客

Core Insights - Despite global economic challenges, the European tourism industry demonstrates strong resilience and is actively promoting market diversification and high-quality growth [1][3]. Group 1: Market Trends - The European Tourism Commission (ETC) emphasizes that Europe will continue to be the world's primary tourist destination, with Chinese tourists playing a crucial role in this dynamic [1][3]. - Post-pandemic, there has been a significant shift in Chinese tourist behavior, with a decline in large group tours and a rise in independent travel and small group tours [2][6]. - Chinese tourists are increasingly interested in cultural experiences and view Europe as an exotic destination that inspires them [5][7]. Group 2: Strategic Initiatives - The introduction of the ICBC-Mastercard co-branded credit card aims to facilitate cross-border travel by offering convenient payment options in multiple currencies, including RMB and several European currencies [1]. - The ETC is focusing on promoting emerging destinations such as Croatia, Poland, Finland, Portugal, Malta, and Norway to alleviate overtourism in traditional hotspots [2][7]. - Enhancing air connectivity between China and Europe is seen as vital for deepening tourism cooperation and increasing the flow of tourists in both directions [3][4]. Group 3: Quality Over Quantity - The ETC's strategy prioritizes attracting responsible tourists who value safety and quality experiences over sheer numbers [4][6]. - The goal is to create valuable travel experiences for Chinese tourists, reflecting a shift towards quality tourism rather than just increasing visitor counts [4][6].