The Italian Chamber of Commerce in China (CICC) and its Sport & Tourism Working Group (STWG)in collaboration with ENIT – Italian National Tourism Board and Trenitalia is delighted to invite you to the forum "Seamless Hospitality - Redefining the Italian shopping and travel experiences for the Chinese traveler" to be held on May 27th, 2026, during ITB China Shanghai, the leading B2B-Exclusive trade show focused on the Chinese Travel Market.
As the profile of the Chinese traveler evolves towards a more sophisticated, independent, and digitally savvy demographic, the Italian tourism ecosystem is undergoing a radical transformation. This panel, designed for B2B operators, travel industry professionals, explores the synergy between infrastructure, digital innovation, and the luxury retail sector and focuses on how Italian destinations should adapt their value proposition to meet the high expectations of modern Chinese tourists. The discussion will bridge the gap between physical travel (mobility) and digital convenience (digital retail ecosystem, personalized shopping experiences, data driven marketing).
Panelists will discuss the integration of tax-free shopping, digital concierge services, and the importance of localized digital content in making Italy not just a destination, but a personalized lifestyle experience.
REGISTRATION
Participation in the forum is free of charge.
After registering for the forum, visitors must register separately to enter ITB China: https://reg2026.itbchina.com/Pages/web/tradeVisitorsRegister.shtml?_=1778481914000
Admission to ITB China is free of charge for visitors in the travel and tourism sectors if register before May 24th.
