Thinking China will analyze the potential of Chinese tourists in Spain

Thinking China will analyze the potential of Chinese tourists in Spain

Organized by Interface Tourism Spain, it is the first multidisciplinary seminar that analyzes how Spanish tourism services and products should adapt to the Chinese market, with immense potential for development for the entire Spanish tourism value chain. 

Is the Spanish tourism industry ready to meet the needs of the Chinese visitor? The answer to this question will be one of the topics to be discussed next Wednesday, March 21 at Thinking China: discovering the Chinese tourist, the first multidisciplinary seminar that analyzes the potential of Chinese tourism for the Spanish market, and is organized by Interface Tourism Spain and Dragon Trail, in collaboration with the Thyssen-Bornemisza National Museum.

Thinking China will combine a talk on digital marketing given by José Sánchez, director of business development at Dragon Trail, partner agency of Interface Tourism Spain in China, and a round table on Chinese tourists in Spain. Sanchez will address issues such as trends in Chinese outbound tourism, including their favorite destinations in Europe and Spain, market segmentation or the importance of the FIT segment (free, independent traveler).

It will also analyze digital trends in 2018, how to optimize the digital marketing strategy for a company that has just started operating in China, B2B and B2C strategies, existing marketing channels in China, and will explain real cases of entities that have launched effective digital solutions for the Chinese market.

At the round table, moderated by Chris Pomeroy, director of global strategy at Travel Consul, will participate Evelio Acevedo, managing director of the Thyssen-Bornemisza National Museum, Monica Figuerola, business director at Asialink and Ctrip representative, Marcelo Molinari, director and responsible of destination marketing in the Value Retail group, Juan Carlos Ruiz, marketing director of Comar Group, and Kurt Grötsch, founder and CEO of Chinese Friendly International.

The event will bring together managers and heads of marketing, communication, digital marketing and customer service policies of the Spanish tourism industry, as well as institutions linked to China and the general public. Attendees can also enjoy a guided tour of the “Thyssen Bornemisza Collection: a Chinese look” and a cocktail of Chinese food at El Mirador, inside the Museum.


To confirm attendance at the Thinking China event or arrange interviews with the speakers, contact:

María José Morr –
Monica Bonilla –

C / Cardenal Cisneros, 51 28010 Madrid
Tel: +34 91540 1805

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