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As the second largest economy in the world with a growing middle class in the hundreds of millions which have started to travel the world, Chinese tourists represent today an incredible opportunity for European tourism. The number of Chinese tourists is estimated to increase from 100 million in 2010 to more than 200 million by 2020. As Chinese tourists start discovering the world, they are also becoming increasingly sophisticated in terms of product offer and destinations. The purpose of this program is to shed light on the changing nature of Chinese outbound tourism and help the various stakeholders in the tourism industry to better understand and capture the enormous potential of Chinese outbound tourism to Slovenia and South-East Europe. Should, for example, Slovenian tourism cater to Chinese tourist groups, or the sophisticated adventure seeker? Is there potential to market Slovenia as a spa and wedding destination? What does the Chinese tourist want and how do they make purchasing decisions? These are only a few of the fundamental questions that this program aims to answer. One of the key goals of this program is thus to provide a better understanding of the behavior of Chinese tourists, as well as insight into the different types of Chinese tourists in order to better target them and prepare a more effective offer.


Programme is aimed at everybody, who would like to gain the knowledge in doing business with China in tourism area and get familiar with their travel trends. It is designed for

  • Managers in tourism and hospitality companies (hotels, restaurants,…)
  • Representatives of incoming tourism agencies
  • Tourists agents
  • Anyone who is interested in tourism area and would like to adjust services according to Chinese tourist’s needs


22. FEBRUARY – 24 FEBRUARY, 2018

Thursday, 22. February 2018

9:00 Challenges of Chinese tourism, Tina Šegota
10:30 Coffee break
11:00 Challenges of Chinese tourism, Tina Šegota
12:30 Lunch
13:30 Catering to China's many markets: marketing and mind sets of Chinese consumers? Ding Zhonghui
15:00 Coffee break
15:30 Catering to China's many markets: marketing and mind sets of Chinese consumers? Ding Zhonghui

Friday, 23. February 2018

9:00 Chinese tourists in the Western Balkans: an overview of research and good practices, dr. Andrej Raspor
10:30 Coffee break
11:00 Chinese tourists in the Western Balkans: an overview of research and good practices, dr. Andrej Raspor
12:30 Lunch
13:15 Case studies
14:00 -18:30 *Chinese Tourist Welcome Training Programme (optional)*, Tomasz Janczak, China Outbound Tourism research Institute After finishing Chinese Welcome Training Programme, participants get official COTRI certificate

Saturday, 24. February 2018

9:30 Presentations of the projects
10:30 Coffee break
11:00 Presentations of the projects and conclusion
12:00 Lunch

Confucius Institute Ljubljana
Faculty of Economics
Kardeljeva ploščad 17, Ljubljana Bežigrad

Till: 15. January 2018: early bird fee: 295 EUR + VAT
After 15: January 2018: 350 EUR + VAT

Chinese Tourist Welcome Training Programme within regular programme : 50 EUR + VAT
Attendance only at Chinese tourist Welcome Training: 120 EUR + VAT

Includes: lectures, study materials and meals according to the programme
Not included: accommodation.
Accomodations available in the neighborhood:

If you need assistance in booking accommodation, please contact us to: ciljubljana@ef.uni-lj.si.

Promocijski film Konfucijev inštitut Ljubljana[+introtext+]
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Knjižnica Konfucijev inštitut Ljubljana

Konfucijev inštitut Ljubljana ima v svoji zbirki več kot 390 različnih naslovov knjig s področja Kitajske. Vljudno vabljeni k ogledu seznama in k izposoji v Konfucijevem inštitutu, Kardeljeva ploščad 17, Ljubljana.

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