Challenges and opportunities for Chinese tourism

in European Heritage Cities


Provisional programme


9:00: Registration and Welcome Coffee

9:30:Official OpeningRemarks

Ms Anna Athanasopoulou, Head Tourism, Emerging and Creative Industries – European Commission

Mr Eric Philippart, Special Counsellor Responsible for the 2018 EU-CHINA TOURISM YEAR – DG GROW

Pr Maria Gravari-Barbas, Vice-President for International Relations Paris 1 Panthéon-Sorbonne university


10:00- 12:00: First Round Table: Understanding Chinese Visitors

What are the new profilesof cultural tourists in Europe? How to take into consideration an increasingly segmented Chinese market in terms of personalization, customization, adaptation?

Moderator: Dr SHU Changxue, KU Leuven University

Mr Miguel GALLEGO, Head of Marketing and Communication, European Travel Comission:“ChineseTravellers' views of Europe

MsJosefa Casado, Maison de la Chine, France: “Looking for Heritage. Inbound Tourism in Heritage European Cities

Pr Dominique Vanneste, KU Leuven:“The Inter-Cultural Experience of Chinese Visitors in Brussels and Flemish Art Cities

Pr WUChengzhao, School of landscape, Tongji University: “Economic Impacts of Chinese Cultural Heritage Tourism

Pr Luca ZAN, University of Bologna: “Understanding the Chinese visitor to allow the understanding of our history & heritage


12:00 - 13:30: Lunch

13:30- 15:00: Second Round Table: Interpretation

How should heritage cities, sites, monuments and museums “speak” to Chinese visitors? What are the most appropriate approaches in terms of tourism interpretation, TIC, storytelling? How to communicate on European Heritage and historic urban landscape?

Moderator: Pr Maria GRAVARI-BARBAS, Paris 1 Panthéon-Sorbonne University

Pr ZHANG Chaozhi, School of Tourism Management, Sun Yat-sen University; Director of UIUC-SYSU International Joint Lab for National Park Research: “Storytelling or Scientific Explanation? Chinese Tourist Preference for Cultural Heritage Interpretation

Pr ZOU Tongqian, School of Tourism, Beijing International Studies University:“How to Help Chinese Tourists Understand European Heritage and Landscape: From Knowing by Translation to Understanding by Experience

Pr Tiziana LIPPIELLO, Vice Rector, Ca’Foscari University of Venice: “Connecting Worlds: European Silk Routes in a Perspective of a Dialogue with the Chinese Cultural Silk Roads

Ms Caroline PAUL, CEO, Talents | China Travels 

Dr Françoise GED, Observatoire de la Chine Contemporaine, Cité de l’Architecture et du Patrimoine:“Learning FromProfessional VisitsWith Chinese Urban Planners, Architects and Mayors in Cities and Rural Places in France


15:00 - 15:30: Coffee / Tea break

15:30 - 17:00: Third Round Table: Innovation

How to innovate in terms of accommodation, restoration or tourism services offered in European historical cities?How to maximize interaction between tourism and heritage SMEs and startups?

Moderator: Pr Luca ZAN, University of Bologna

PrXU Hong, Nankai University, Director of College Council, College of Tourism and Service Management and Dr ZHANG Rouran, assistant professor at Nankai University: “A Study on European Tourism Service Innovation Countermeasures Based on Chinese Tourists’ Satisfaction

PrKayeCHON, Dean of the School of Hotel and Tourism Management, Hong Kong Polytechnic University:“Innovative Methods to Develop Sustainable Chinese Tourism in Europe

DrMinja YANG,Raymond Lemaire International Centre for Conservation /KU Leuven:“New Approaches for Sustainable Tourism Development in European Heritage Cities

Pr Kevin HANNAM, Dean of the Faculty of International Tourism at City University of Macauand research associate at the University of Johannesburg: “Same or Different? Opportunities and Challenges for Macau SAR to Reconnect with European Tourism Heritage Destinations


17:00 - 17:30: Closing Remarks





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