05 May 2026

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Building on the market overview, this session focuses on Europe’s competitive positioning within the Chinese outbound landscape. Panellists will examine how European destinations can stand out against global competitors by aligning product, messaging and distribution with Chinese traveller priorities. Topics include accessibility, visa considerations, value perception, safety, and the appeal of iconic versus emerging destinations.  

Participants will gain practical insight into how Chinese trade partners evaluate destinations and what influences their recommendations. By understanding how Europe is perceived from a Chinese perspective, attendees will be better equipped to refine their approach. This session sets the strategic foundation for subsequent discussions around collaboration, best practice and targeted market engagement. 

08 May 2026

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This practical, insight-led session focuses on real-world examples of successful engagement with the Chinese outbound market. Through a series of case studies, panel members will share experiences, challenges and lessons learned from working with Chinese travellers, partners and platforms. Topics may include market entry strategies, product adaptation, partnerships and marketing initiatives. The discussion will highlight what has worked, what has not, and why, providing valuable takeaways for travel businesses at different stages of market development. Attendees will gain actionable ideas and inspiration grounded in proven industry practice. 

12 May 2026

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Understanding distribution is critical to success in the Chinese outbound travel market. This webinar explores the complex and evolving distribution landscape, with expert panellists discussing key pathways to market, including tour operators, OTAs, DMCs, digital platforms and emerging models. The session will examine how distribution structures differ from Europe, how relationships are formed and managed, and what partners expect from international suppliers. Participants will gain clarity on how to navigate the system, choose the right channels, and align their commercial approach with Chinese market realities. 

15 May 2026

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This session examines the Chinese FIT market, a fast-growing and influential segment within outbound travel to Europe. Panellists will explore motivations, booking behaviour and expectations, including preferences for flexibility, digital touchpoints and personalised experiences. The discussion will cover accommodation choices, transport needs, attraction access and the role of mobile payment and language support. Attendees will gain insight into how FIT demand differs from traditional group travel and how products and services can be adapted accordingly. The session will also consider how FIT travellers research and share experiences, influencing wider market perception. By understanding this segment’s needs, participants can assess where adaptation or innovation may be required. This detailed focus prepares attendees for the following session, which contrasts FIT demand with structured group travel. 

29 May 2026

The final session of the series combines a focused masterclass on Chinese social media with a wrap-up of key insights from Showcase Outbound China 2026. Expert panellists will explore the role of platforms such as WeChat, Xiaohongshu and Douyin, explaining their roles within the travel decision-making journey. The session will examine content strategies, influencer collaboration and the balance between inspiration and information. Attendees will gain practical tips on tone, timing and localisation, as well as guidance on common pitfalls. By linking product design, cultural understanding and traveller behaviour with digital communication, this masterclass offers a comprehensive view of how European destinations and suppliers can engage effectively with Chinese audiences.