The leading partner of MovieTravel, Regiona Liguria, presented the project in the in the Partnership in European Tourism (PET) sessions that took place on the 15hth of November in Shanghai, China. The PET sessions, funded by the European Commission, are aimed to support  EU tourism business and operators interested in entering the Chinese and American markets.

In this frame, Mrs. Francesca Pischedda, project coordinator of MovieTraavel, had the chance to explain in which ways movie tourism linked to UNESCO World Heritage Sites can contribute to enliven the economy and cultural life of European towns and cities, pitching in its growth. Afterward, she answered some of the public’s questions during a Q&A turn that she shared with Mr. Michelangelo Missina, director of the Ischina Film Festival. Their interventions were included in a panel named ‘Developing cine-tourism through Film&TV location and UNESCO cultural sites’.

Film and TV were selected as the main theme of the Shanghai PET’s workshop due to their relevance for the Asian society, «with Chinese reality television shows and film playing a crucial role in influencing outbound travel destinations», says the PET organization. Many Chinese operators showed interest in MovieTravel during the workshops, which has led the FAMOUS consortium to consider expanding the project-related network beyond the boundaries of Europe.

The occasion could not be better to share the insights of MovieTravel, considering that 2018 is the EU-China Tourism Year.  China is the second economy of the world and the first worldwide exporter. The fast-paced growth of the country has also translated into a living tourism demand. According to a study delivered by the travel service firm Ctrip, China is the first issuer of holidaymakers in the globe.

The eagerness to discover local cultures and their heritage stands out among the reasons why the Chinese tourists travel abroad.  This sets out a scenario in which tourism operators will need to be ready to advertise and offer their products in a way that suits the Chinese’s predilection for technology. Hence they have been described as «the most powerful single source of change in the tourism industry» by the secretary general of the World Tourism Organisation (UNWTO) Taleb Rifai.