MILAN, Oct 15 (Class Editori) — The Italian State Tourist Office (ENIT) opened Italy’s first flagship store in the Asian market on China’s Online Travel Platform (Ctrip), thus launching a new place of business that represents and promotes an innovative image of Italy as tourist destination.
The flagship store will be present on Ctrip digital platform, owned by Trip.com Group, global leader of the travel industry. The initiative involved several Italian regions and arts cities, that provided their communication material, and is part of a major development and establishment program concerning the visibility of Italy on Chinese digital ecosystem.
By merging content provided by Italian regions that took part in the project, Flagship Store Italia offers itineraries, attractions, promotional video and information on destinations.
The new store represents the heart of a partnership between ENIT and Trip.com Group, which also includes a digital marketing campaign and the production of a live streaming with Chinese influencers, known as KOLs. The initiative is part of a wider project to establish Italy’s image on Chinese digital platforms and which includes an important presence on main social media, the production of multimedia content developed for this market and the creation of two WeChat Mini Programs.
The first program, a B2B one, is geared to companies and to the support of business opportunities for the sector’s operators, while the second project, a B2C one, is aimed at creating, on the main Chinese digital platform, a room to present Italian territories in order to provide useful information to travelers and to introduce new itineraries and destinations.
“Digital means became an incentive to boost users’ interest in new tourism experiences, as virtual guided museum tours, readings, theater performances or online concerts, which encourage to discover Italy,” Giorgio Palmucci, President of ENIT, explained. “Tourism can be fostered by merging it with innovative paths and investments in merchandising and platforms able to create not only a common sense of Made-in-Italy’s belonging and rootedness worldwide, but also the desire to expand a multifaceted and constantly evolving offer, as Italy is”.
(Source:Class Editori)
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