WTA Chairman ZHANG Xu Meets with EU Bodies to Foster Post-Pandemic Sino-European Tourism Cooperation

The Chairman of the World Tourism Alliance (WTA), ZHANG Xu, led a delegation to Brussels on a visit from July 5^th to 7^th, 2023, at the invitation of the European Tourism Commission. On the afternoon of the 6^th, Mr. ZHANG discussed with representatives from the European Travel Commission, the European Travel Agents’ and Tour Operators’ Associations, the EU-Asia Centre and the Europe-China OBOR Culture and Tourism Development Committee, exploring the potential for revitalized tourism cooperation between China and Europe in the post-pandemic era.

ZHANG expressed his eagerness to strengthen ties with these organizations, many of which are recognized leaders within the European tourism sector and have maintained a close, long-term partnership with China. He welcomed these organizations to recommend influential European tourism companies, industry associations, airlines, hotel groups, and think tanks to join the WTA, contributing to the post-pandemic rejuvenation of Sino-European tourism and promoting reciprocal understanding.

Chairman of the EU-Asia Centre, Piet Steel, underscored the indispensable role of tourism in bridging cultural divides. The European tourism industry pays significant attention to the Chinese market and looks forward to enhancing cooperation in ecological and sustainable tourism. Both Eduardo Santander, Executive Director of the European Tourism Commission, and István Ujhelyi, Chairman of the Europe-China OBOR Culture and Tourism Development Committee, shared their perspectives on the challenges and opportunities in Sino-European tourism in the aftermath of the pandemic. While both sides have a strong desire to spur a swift recovery of the tourism industry, obstacles such as complex visa applications, insufficient flight capacity, payment method disparities, and language barriers need to be addressed. Eric Drésin, Secretary-General of the European Travel Agents’ and Tour Operators’ Associations, pointed out the impact of the pandemic on the European outbound tourism towards China. Many local Chinese partners have suffered severe talent loss or have had to close their doors. This requires a reshuffling of resources, a process that calls for the support and collaboration of the Chinese government and tourism institutions, including the WTA.

Zhang Xu proposed a more robust dialogue between the two parties to systematically address existing problems and find common solutions. He invited these leaders to attend the “2023 World Tourism Alliance•Xianghu Dialogue” event, to be held in Hangzhou, China this November. This event will serve as a platform to discuss new strategies and measures for Sino-European tourism development.

LIU Shijun, Vice Chair and Secretary-General of the World Tourism Alliance, XIANG Xiaowei, Cultural Counsellor of the Chinese Mission to the EU, Christina Russe, Deputy Secretary General of the European Travel Agents’ and Tour Operators’ Associations, and Matic Gajšek, Deputy Director of the EU-Asia Centre, also paticipated in the meeting.