Sign in or Register
 
 
Register today to receive each issue absolutely FREE!
Brisbane hopes to capitalise on hosting the G20 in November with its new...
More
CMW looks at Kaohsiung's latest bid to win congress business from the...
More
The development of a global business district and renovation along the...
More


Exhibition World Issue 76
Issue 76
Supplement: Basque Country
Supplement: Bright lights, big cities
EUROPEAN CITIES MARKETING FOCUSES ON BRIC COUNTRIES
posted on: 11/6/2012 10:16:15
gary white ecm

EUROPE - European Cities Marketing (ECM), a network of tourist offices and convention bureaus in Europe, is building the Brazil, Russia, India and China (BRIC) countries into its forward strategy.
 
The network says the BRICs present great opportunity for the leisure and meetings industry.
 
Garry White, the incoming CEO of ECM, who has spent the last five years working in the Asia Pacific region as Regional Director for Visit Britain said: “BRIC markets and in particular Russia, India and China are already important source markets for European cities. The economies are strong and they never really felt the impact of the global economic crisis as we did in Europe.
 
“You have a huge middle class segment emerging together with a significant high net worth, luxury segment and there is a lot of interest in travel to Europe. From a Chinese perspective Europe fascinates, but a lot of their perceptions are shaped by the film industry and European consumer brands. The challenge and the opportunity is to present a product that is more tailor-made to a Chinese/BRIC audience.
 
“My belief and experience indicates that Europe is more attractive as an 'idea”' than a set of individual countries and that cities are far more interesting than the countries they belong to. Chinese buyers and consumers would be far more attracted by the idea of visiting a number of European Cities than visiting any one country in Europe and that presents us with a tremendous opportunity at ECM,” White added.
 
The ECM Benchmarking Report 2012 indicates that member cities are achieving an average year on year growth of 6.2 per cent domestically and eight per cent internationally. It also revealed that the fastest growing source markets were Russia (up 36 per cent) and China (up 30 per cent).
 
Do you have a news story for CMW? Email: vcarley@mashmedia.net

Print:
Email:
Share article:
COMMENTS
Would you like to Leave a Comment?
LATEST NEWS
PATA ELECTS NEW EXECUTIVE BOARD
posted on: 28/7/2014 12:02:38
ASIA - The Pacific Asia Travel Association (PATA) has announced the election of Scott Supernaw, MD of Tauck World Discovery, as its new Chairman of the executive board.

ITE GROUP FURTHER DEVELOPS EKATERINBURG PLANS
posted on: 28/7/2014 10:48:16
EUROPE - The ITE Group has signed a cooperation agreement with the Sverdlovsk regional government, laying the foundations for further growth in Russia.

AUSTRALASIA - Melbourne Convention and Exhibition Centre (MCEC) has appointed Helen Fairclough as the new Director of People and Culture, following an international search.

Robert Dunsmore is the latest recruit in a series of appointments made by Global Experience Specialists (GES), to develop its live event offering in the EMEA region.

XING EVENTS LAUNCHES NEW PEOPLE2MEET TOOL
posted on: 25/7/2014 11:48:01
EUROPE - Event management software specialist Xing Events has launched a new people2meet tool to allow attendees to discover who they want to make contact with before an event has begun.