ETC Executive Director: New strategies aim to enhance Chinese travelers' experiences in Europe

BEIJING — During an interview with Guangming Online, Eduardo Santander, Executive Director of the European Travel Commission, explained how ETC is adapting to the evolving preferences of Chinese travelers. He noted that the new generation of Chinese tourists seeks personalized and niche travel experiences, while being mindful of price and safety.

To better serve these travelers, ICBC, the European Travel Commission, and Mastercard have jointly launched a co-branded credit card, allowing Chinese visitors to make payments seamlessly at small villages, museums, and local bars across Europe. This initiative is part of ETC's broader strategy to remove barriers in connectivity while offering richer and more individualized experiences for Chinese travelers in Europe.