CICC Chair Lorenzo Riccardi met with ENIT CEO Ivana Jelinic

The Chairman of the China-Italy Chamber of Commerce (CICC), Lorenzo Riccardi, met with the CEO of ENIT – the Italian National Tourist Board, Ivana Jelinic, in Rome at ENIT headquarters for a meeting aimed at strengthening cooperation between the two organizations.

CICC is committed to supporting ENIT in promoting Italy as a prime destination for Chinese travelers—one of the most valuable outbound tourism markets globally. Italy holds a special appeal for Chinese tourists thanks to its unparalleled cultural heritage, UNESCO World Heritage Sites, high-end fashion, luxury goods, and gastronomy. Chinese tourism contributes significantly to the Italian economy, not only through direct spending in hospitality and retail, but also by enhancing the international visibility of Italian brands and regions.

ENIT plays a central role in positioning Italy on the global tourism map and has intensified efforts to adapt its marketing strategies to emerging markets, including China, leveraging digital platforms and cultural diplomacy to attract high-value visitors. ENIT’s partnerships with organizations like CICC are vital to developing integrated promotional strategies that connect Italy’s rich tourism offering with the evolving preferences of Chinese travelers.