"The fact that Italy, as well as many other European countries, has been authorized as a destination for group tours from China is important news that we have been waiting for a long time," said Cristiano Varotti, chief representative of Italian National Tourist Board (ENIT) in China.

People walk past tourist information in various languages including Chinese near the Colosseum in Rome, Italy, on March 26, 2023. (Photo/Jin Mamengni, Xinhua)

Rome - According to Cristiano Varotti, the chief representative of the Italian National Tourist Board (ENIT) in China, there is an increasing trend among Chinese citizens to visit international destinations. 

This trend is a significant development for Italy's tourism sector, which has plentiful tourist resources in Europe. In a recent interview with Xinhua, Varotti commented on China's resumption of outbound group travel to Italy.

People walk past tourist information in various languages, including Chinese, near the Colosseum in Rome, Italy, on March 26, 2023. (Photo/Jin Mamengni, Xinhua)

"The fact that Italy, along with many other European countries, has been approved as a destination for group tours from China is significant news that we have eagerly awaited," stated Varotti.

China has released a second list of 40 destinations, including Italy, that travel agencies and online tourism service providers can offer group tours starting from March 15.

Varotti expressed confidence that in the upcoming months, Italy will maintain its position as a top travel destination for Chinese citizens. "Prior to the pandemic, the number of Chinese tourists visiting Italy was substantial, with annual growth rates in the double digits and promising potential for the future," he noted.

This photo taken on March 27, 2023, shows a Chinese sign at the Fiumicino airport in Rome, Italy. (Photo/Jin Mamengni, Xinhua)

The representative expressed his strong conviction that Chinese tourists play a crucial role in the development of Italy's tourism industry and that the Chinese tourist market has the greatest potential worldwide. He believes that the impact of Chinese tourism on Italy's tourism industry could be significant.

Varotti highlighted the vast potential for growth in the Chinese tourist market and emphasized that there is much-untapped potential in the composition of spending by Chinese tourists abroad. He listed several elements that Italy offers to attract Chinese tourists, including its art cities with historic monuments and shopping streets, as well as its natural wonders and opportunities to experience the Italian lifestyle.

Varotti also stated that he believes the new influx of Chinese tourists will benefit not only Italy's traditional destinations, such as Rome, Milan, Florence, and Venice, but also new destinations, such as Sicily and the islands, Alpine resorts, and small towns. These places offer unique and customized travel experiences for Chinese tourists.

People pose for a group photo to celebrate the resumption of Air China direct flights between Rome and Beijing at the Fiumicino airport in Rome, Italy, on March 27, 2023. (Photo/Jin Mamengni, Xinhua)

In order to welcome the return of Chinese tourists, Italy's preparation work is ongoing, said Varotti, adding that the ENIT has begun to work with Chinese tour operators to restructure their offerings and develop new products.

"We are planning to stage a roadshow in China in the coming months to meet Chinese companies in person and to make ourselves available to them. There will be a lot of work to do in the coming months," he added.