Enit launches the first flagship store on the Asian market

Giorgio Palmucci president of Enit

Italy with Enit opens the first flagship store on the Ctrip platform on the Asian market. Today the National Tourism Agency officially launches Italy’s first “online shop”, an innovative commercial exercise entrusted with the task of representing and promoting the evolution of Italy’s tourist image. It will be on the Chinese digital platform Ctrip, del Trip.com Group, the world’s leading group in the travel industry, consisting of platforms such as Ctrip, Skyscanner, Qnar, Travix and TrainPal. The initiative, which saw the involvement of the Italian regions and the cities of art that provided their communication materials, is part of a broad program of positioning and increasing the visibility of the Italian brand on the Chinese digital ecosystem.

This move leverages the industry-leading technology and vast user base of the global travel group to connect directly with Chinese travelers. The Flagship Store (visitable at the link: https://fs.ctrip.com/italypc) is one official showcase for the destination, an integrated presentation tool for the tourist image of Italy, the page that will be displayed when future Chinese tourists look for inspiration to give shape to their travel dreams in the Bel Paese. By aggregating the contents provided by the Italian Regions participating in the project, the Flagship Store Italia on Ctrip contains travel itineraries, points of interest, promotional videos, information on destinations.

Also in the App version

The promotional platform, constantly updated for the inclusion of new content, is also developed in an app version for mobile devices, integrated in a more dynamic form within Star Hub: Trip.com Group’s new travel marketing hub. Italy, through Enit, is one of the first countries in the world invited to have its own official profile on this platform. The flagship store represents the core of Enit’s collaboration with Trip.com Group which also includes a digital marketing campaign and the production of a live streaming with Chinese KOLs (influencers).

The initiative is part of a broader strategy developed by Enit for positioning on Chinese digital platforms, a strategy that includes an important presence on all major social media, the production of multimedia content designed for this market, the development of two WeChat Mini Program: the first, B2B, dedicated to businesses and to supporting business opportunities for sector operators (registrations already open for Italian businesses on: http://mp.visitaly.com.cn); the second, B2C, designed to be able to use, within the main Chinese digital platform, a space dedicated to the presentation of Italian territories, with the aim of providing useful information to travelers and introducing new itineraries, new destinations.

“Digital has become an incentive to increase users’ interest in new forms of tourism experience, such as virtual guided visits to museums, readings, theatrical performances or online concerts. They entice you to access the Italian experience. Tourism can be recalibrated by intertwining it with innovative paths and with investments in merchandising and platforms that create not only a widespread sense of belonging, the rooting of Made in Italy in the world but also a desire to amplify a multifaceted and constantly evolving offer which is precisely the Italy “declares the president Enit Giorgio Palmucci.