Institutional portal - Municipality of Milan

Milan, September 23 2019 – The Municipality of Milan signed a partnership agreement in Beijing with CITS - China international travel service limited, the state tour operator controlled directly by the government of the People's Republic of China and the first member of the World Tourism Organization in China. To date, CITS entirely owns 42 stake-controlling and shareholding companies, 1.200 outlets, over 1.800 travel agencies and 30 Visa centers in 14 countries.

“An important agreement – ​​comments Tourism Councilor Roberta Guaineri, present in Beijing last Friday with a delegation from the Department – ​​which strengthens the collaboration with the People's Republic of China with a view to expanding opportunities for the Milanese tourism sector and promoting exchanges and knowledge between the two peoples, based on the training of employees of the CITS agencies and on widespread promotion of our beautiful city in Chinese territory".

Milan's collaboration with CITS is part of the large "Italia top destination" project, conceived by CITS and aimed at disseminating and promoting the Italian destination on the Chinese market, with a view to quality tourism that can convey a unique experience, through specific training activities and a deep-rooted knowledge of the territory, its traditions and its culture.

The project consists of the implementation of a series of promotional actions that will be carried out on Chinese territory and which aim to develop sustainable tourism aimed at enhancing the entire city territory and all its tourist and cultural resources. An experiential tourism, also destined to overcome the "hit and run" form of tourism prevalent today, encouraging interest in slow tourism, proposals, products and itineraries capable of increasing the average length of stay and contributing to the deseasonalization of tourist presences in Milan. The main activities will be: a press advertising campaign, using the channels owned by CITS; an outdoor advertising campaign on big LEDs in Beijing with the passage of videos and images of the Milan destination; a web campaign, (WeChat, CITS website, CITS newsletter); thematic display of the windows of travel agencies connected to the CITS and training and promotional events for travel agents in China.