China is becoming one of the main source markets with huge growth potential for European tourism, said Eduardo Santander, executive director of the European Travel Commission (ETC), in an interview ahead of Friday's launch of China-EU Tourism Year.

The ETC counts over 30 national tourism organizations as its members and is responsible for the promotion of Europe as a tourist destination.

The European Commission collaborates closely with the ETC, which plays a leading role on marketing activities targeting China throughout 2018.

Official support

"European destinations acknowledge the high potential of the Chinese market and the importance of tailoring targeted marketing and promotion activities to attract Chinese visitors and offer them the best travel experiences," said Santander, adding that there are numerous initiatives or actions carried by different industries in the sector and destinations.

"Governmental agencies responsible for tourism promotion have been investing efforts in the market in the last ten years, both individually and jointly. We at ETC opened an operation group in Beijing in 2010. Through ETC, the European Commission has been committing part of its tourism budget in the market, and we have seen wide support for the initiative also in the (European) Parliament," Santander said.

The ETC and the industry have, from their observation and promotion in China, witnessed changes in the behavior of Chinese tourists.