Major upcoming European events to draw the Chinese FITs Attention
One that paid minimum attention to the matches of the Fifa Russian World Cup was able to notice something very different from the previous ones: the advertising was dominated by Chinese companies. Four of the twelve sponsors of the event were Chinese, the signboards were almost constantly flashing Chinese characters and collectively the Chinese companies were the biggest buyers. The impressive Chinese predominancy for this massive international event, however, is not limited to advertising., the number of Chinese tourists was also quite impressive.
Even though the Chinese national soccer team did not make into the championship, more than 40.000 Chinese tourists went to the Russian cities to watch the matches. According to a Ctrip report, approximately 77% of them were Free independent Travelers (FIT) coming from Chinese first or second-tier cities. These Chinese soccer fans have more spending power than the average tourist and, reportedly, like to spend the times between the matches shopping and visiting cultural institutions. This last world cup shows us another strong trend that can represent a great opportunity for tourism business when targeting the Chinese FIT, betting on big national or local festivals or events.
What are the European events that have great potential of attracting a larger Chinese audience?
UEFA European Championship – 12 June to 12 July, 2020
In recent years, we have been seeing the increasing internationalization of the Chinese football market. Chinese clubs have brought in foreign players with the capacity of improving their teams, and invested millions into European clubs with the aim understanding their coaching methods and marketing knowledge better. As a result, the interest of Chinese millennials for football is not restricted to the World Cup. Regional championships, such as the pan-European football tournament. The next tournament is scheduled to be held in 12 cities in 12 European countries from 12 June to 12 July 2020.
71st Festival de Cannes – 14th and 25th of May, 2019
International cinema box office sales in China has reached its record in 2017, reaching more than 40 Billion dollars Motion Picture Association of America (MPAA annual report). Progressively, more and more international films are entering in the country and retaining the interest of the audience. At the same pace Chinese cinema is getting more international and glamourous. Besides hosting celebrities such as Fan Bingbing, The Cannes Film Festival has been attracting more and more directors and cinema artists from China. The next one is going to happen between the 14th and 25th of May. The festival relates to Chinese tourists on the cultural level, but also in the luxury level since it also breathes high fashion and celebrity life in one of the most exclusive rivieras in the world.
La Tomatina, 29 August 2018
Recognized by Guinness Book of World Records as “the world’s biggest food fight”, La Tomatina was born in 1945 when youths grabbed tomatoes from a stall and let loose during a local festival, it is now also recognized as an official festivity of international tourist interest. It draws so much fascination that the city of Wanjiang in China also created its version of the tomato fight. The next one is just weeks away to happen, on Wednesday, August 29 in the Spanish city of Bunol.
About the Author:
Emily Cheung is the founder at STW赏游 | Co-Founder of CREATEC | Cultural Columnist of China Advertising Magazine | Travel Photographer.