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Chinese City Hangzhou expecting boost in visitor numbers thanks to hosting G20 2016 Summit

Chinese City of Hangzhou
China’s stunning city of Hangzhou has already welcomed 1.3 million visitors between the months of January and May this year and expects to see many more travellers enter the city before the end of 2016 as a result of hosting the G20 Summit this September.

According to the China National Tourism Administration, approximately 625,000 UK tourists visit China annually and, with this autumn’s high-profile event further raising awareness of the city, Hangzhou Tourism Commission is expecting this figure to grow significantly from October onwards. The G20 Summit will take place from 4-5 September 2016 and will shine the spotlight on the host city that gained the moniker ‘paradise on earth’ by explorer Marco Polo. The city is also recognised as a centre for wealth and innovation and is dubbed the ‘Silicon Valley of China,’ making it an ideal destination for MICE events.  

In preparation for the G20 Summit, the capital city of the Zhejiang province is investing in a series of trade and media partnerships in order to raise its profile in its three core European markets - the UK, France and Germany.

On 8th August 2016, Hangzhou Tourism Commission launched a month-long partnership with online travel agent ODIGEO across its UK, French and German sites, and The campaign includes Hangzhou microsites featuring special offers on each of the three portals as well as further information on the destination, its main attractions and rich history. Hangzhou Tourism Commission is aiming to highlight why the city, which is just 52 minutes by bullet train from Shanghai and offers direct flights to Amsterdam, Paris, Frankfurt Copenhagen, Madrid and Moscow, should feature on all China travel itineraries.

Additionally, Hangzhou Tourism has invested in targeted media advertising opportunities including full pages in National Geographic Traveller in each of the three key European markets. BBC World News also produced a 15 second motion graphic TV commercial for Hangzhou to broadcast across their European region from 8th August 2016. Its content includes Hangzhou’s must-visit beautiful attractions, such as its two UNESCO world heritage sites, the West Lake and Grand Canal.

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