FULL AGENDA | Forum ITB China: Seamless Hospitality, 27.05 Shanghai

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”. The event will be held on May 27th, 2026, at Shanghai World Expo Exhibition &Convention Centre during ITB China, 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.

PLEASE NOTE: After registering for the forum, visitors must register separately to enter ITB China: https://reg2026.itb-china.com/Pages/web/tradeVisitorsRegister.shtml?_=1778481914000  (or click on "read more" at the end of this page).

Admission to ITB China is free of charge for visitors in the travel and tourism sectors if registered before May 24th, 2026.

AGENDA

16:00–16:05 Introduction

• Stefano Generali, Coordinator of Sport and Tourism Working Group, Italian Chamber of Commerce in China

16:05–16:40 Seamless Hospitality Forum

• Shaping Italy’s Tourism Strategy | Augusto Sartori, Member of the Board of Directors, ENIT S.p.A

• Travel Infrastructure: Crafting a Premium Experience | Francesco Cacciapuoti, Chief Sales Officer, Trenitalia

• Reality Check: Evolving Shopping Trends | Denise Bolandrina, Marketing Director, Global Blue Italy – video presentation

• Case Study: Milan’s Digital Transformation | Fiorenza Lipparini, General Manager, Milano & Partners – video presentation

16:40-16:55 Discussion

• Augusto Sartori, Member of the Board of Directors, ENIT S.p.A

• Francesco Cacciapuoti, Chief Sales Officer, Trenitalia

Moderator: Stefano Generali, Coordinator of Sport and Tourism Working Group, Italian Chamber of Commerce in China