ENIT Brings Italy to the Heart of China: 2026 Roadshow Strengthens Ties with the Chinese Travel Market

Three cities, more than 100 travel industry professionals, media representatives and Key Opinion Leaders came together to showcase Italy's tourism offering and strengthen relationships with one of the world's most strategic outbound travel markets.

ENIT has successfully concluded its 2026 China Roadshow, a comprehensive promotional initiative that stopped in Xi'an, Shanghai and Changsha, engaging travel trade professionals, media, Key Opinion Leaders (KOLs) and key stakeholders from China's tourism industry. Held alongside ENIT's participation in ITB China, the roadshow provided a valuable platform to promote Italy as a destination in one of the world's most important and high-potential long-haul source markets.

Across all three cities, ENIT showcased the richness and diversity of Italy's tourism offering through networking sessions, B2B meetings, destination presentations and discussions with leading local travel operators. The initiative aimed to strengthen awareness of Italy as a year-round destination offering authentic, high-quality and sustainable travel experiences, while creating new opportunities for commercial partnerships.

The roadshow attracted strong participation from travel agencies, tour operators, digital platforms, journalists and influencers specialising in travel and lifestyle, significantly enhancing the visibility of Destination Italy across China's leading media and social media channels. According to the event's final report, the invited guests collectively reach an online audience of more than 3.5 million followers, highlighting the effectiveness of ENIT's engagement strategy.

Each event was carefully designed to foster meaningful dialogue between the Italian tourism industry and the Chinese market through a format that combined institutional presentations, destination storytelling, networking opportunities and interactive engagement activities for attendees. The initiative also strengthened existing partnerships while establishing new relationships with qualified industry stakeholders, reinforcing ENIT's presence in the Chinese market and reaffirming its commitment to promoting the Italy brand internationally through targeted initiatives that support the continued growth of inbound tourism.