On 27 May 2026 in Shanghai, the Italian Chamber of Commerce in China (CCIC) and its Sport & Tourism Working Group (STWG), in collaboration with ENIT – Italian National Tourism Board and Trenitalia, successfully hosted the forum "Seamless Hospitality – Redefining the Italian Shopping and Travel Experiences for the Chinese Traveler" at ITB China 2026, the leading B2B-Exclusive trade show focused on the Chinese Travel Market.
The event brought together tourism and mobility representatives to discuss how Italy can continue evolving its tourism offering to meet the expectations of a new generation of Chinese travelers—more independent, digitally connected, and increasingly focused on personalized experiences.
Moderated by Stefano Generali, Coordinator of CCIC’s Sport & Tourism Working Group, the discussion focused on the role of mobility, digital innovation, retail, and destination management in creating a seamless travel experience for Chinese visitors to Italy.
Representing ENIT, Augusto Sartori, Member of the Board of Directors, outlined Italy's tourism strategy and highlighted the importance of strengthening Italy's attractiveness through coordinated promotion, digitalization, and enhanced visitor experiences tailored to international markets, including China.
A key focus of the discussion was the role of mobility in creating seamless travel experiences. Francesco Cacciapuoti, Chief Sales Officer of Trenitalia, presented how Italy's leading rail operator is contributing to a more connected and accessible tourism ecosystem through its extensive network of rail and multimodal services. With nearly 10,000 daily train connections and integrated transport solutions reaching over 1,700 destinations across Italy, Trenitalia plays a strategic role in connecting visitors with Italy's cultural, leisure, and shopping destinations.
Particular attention was also given to Trenitalia’s growing commitment to the Chinese market, supported by partnerships with leading online travel platforms, an expanding presence across Chinese digital channels, and targeted investments aimed at meeting the evolving expectations of digitally savvy travelers. The discussion also highlighted Trenitalia’s ongoing efforts to enhance air-to-rail integration, enabling smoother connections between airports and railway stations through dedicated services and increasingly integrated booking solutions.
The audience also gained valuable insights through video contributions from Denise Bolandrina, Marketing Director of Global Blue Italy, who shared the latest trends shaping tax-free shopping and international consumer behavior, and Fiorenza Lipparini, General Manager of Milano & Partners, who presented Milan's digital transformation journey and the city's approach to enhancing visitor engagement through technology and innovation.
The forum concluded with an engaging panel discussion, during which speakers reflected on the evolving expectations of Chinese travelers and the opportunities for Italy's tourism ecosystem to respond through greater integration, innovation, and cross-sector collaboration.
The event is part of the broader collaboration framework established between the Italian Chamber of Commerce in China and Trenitalia through the signing of a commercial cooperation agreement. The partnership aims to support the promotion of Italian mobility and tourism services in China while fostering new opportunities for cooperation with local stakeholders.
