MILAN, Oct. 10 (Class Editori) – Aeroporti di Roma aims at growing in China and it therefore strengthens the cooperation with Ctrip. The subsidiary of the Atlantia group, on the occasion of the TTG Travel Experience in Rimini, signed the protocol with the most important Chinese online tour operator, “to let Chinese passengers discover how easily is to travel to Italy through the gateway of Fiumicino”. Thanks to the cooperation, ADR S.p.A. aims at intercepting Chinese travelers highlighting on the Ctrip website the opportunities offered at the arrival in Rome.
In recent years, ADR targeted its strategy to find Chinese tourists by promoting the retail offer. The signage has been translated in Chinese, digital payments has been introduced such as Alipay and WeChat Pay, in addition to the possibility of making purchases with the Chinese credit card Union Pay. At the Tax Free Malls of the airport, to the luxury shopping is applied a further direct VAT discount of 22%.
“We are registering a real boom of passengers arriving from and departing to the Greater China, so much so that during the summer passengers increased by 30% compared to the same months last year, and we expect to exceed by the end of 2019 900 thousand passengers”, explained Fausto Palombelli, ADR S.p.A. Chief Commercial Officer in a speech at the Exhibition together with Amanda Wang, Ctrip general manager of destination Marketing.
The manager believes that informing passengers to the offer details, “becomes a segmentation successful factor”. The subsidiary Atlantia expects in the coming years an increase of individual passengers over groups. Therefore, the focus is to take the chance given by this trend of passengers coming from China. “I see in the Chinese market what already happened in the Japanese one, initially characterized by groups to then evolve in individual travels to discover the places where to experience the Italian lifestyle”, he added.
The airport focuses on winning the international competitiveness through other airports too. To this end, together with Convention Bureau, Enit and the city of Rome is moving to promote a “Rome system for China”. Events will focus on 2020, the Italy-China tourism year.
“We hope to shortly renew the bilateral aeronautical to increase direct flights”, is the target of Palombelli. The ideal number to reach, at the current market status, explained sources in the sector to Class Editori, is 70 flights a week. Even though the real target is to reach 100 flights, as in France and Germany.
Stefano Fiori, vice chairman of the Convention Bureau Roma e Lazio said that “having started during the last years a cohesive dialogue with this new market, put ourselves in a privileged position and now, that ADR further increased routes toward China, we look forward to diversifying the offer, because the current segmentation of the Chinese market makes us face a new tourist, who appreciates the Made in Italy and who is interested, besides luxury, to the meeting industry”.
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