Europe is planning a series of eight educational conferences and B2B matchmaking events targeted at the US and China, set for launch in 2018, which has been designated EU-China Tourism year.
Recognising that many intercontinental tourists see Europe as a unified destination, the Partnerships in European Tourism programme will focus on themes and routes of interest to the visitor – such as family travel, culture, film and TV, lifestyle and romance – instead of specific countries, cities or sights.
Tourists at Jungfrau, Switzerland
The programme will kick off with its first event in Venice on January 19, 2018, while the second will take place in Berlin in March, coinciding with ITB Berlin. The conference and matchmaking workshop will focus on Europe’s culture, pan-European itineraries (such as river cruising) and group tours.
The third conference will be held in April in Beijing, with an emphasis on family travel and catering to European companies seeking to tap outbound demand from China.
Details on subsequent events in China and the US will be announced later.
The programme is funded by the European Commission and delivered by a consortium made up of the European Tourism Association (ETOA), the European Travel Commission and the European Association of Travel Agents and Tour Operators (ECTAA).
Tom Jenkins, CEO, ETOA, said: “The Partnerships in European Tourism programme… recognises the high value of strong business relationships between supplier companies in the EU and potential customers in external origin markets.”
Added Michel de Blust, secretary general of ECTAA: “This initiative provides a unique opportunity to strengthen tourism relationships with strategic partners in third country markets, with a view to increasing travel and tourism. It will also foster cooperation among European tourism companies for the promotion of EU transnational products.”
Every good road trip, needs good food. But an unforgettable road trip, needs the best food! Imagine winding our way through lush Italian vineyards in our own Budget hire car; stopping in picturesque French villages to sample ripe grapes and cheese, or pulling in for a traditional seafood lunch on Spain’s Basque coast, or having a pit-stop at a quaint English café to feast on homemade scones with jam and cream.
If the thought of Prosciutto di Parma, Parmesan cheese and balsamic vinegar turn you weak at the knees, then Italy is the place for a Budget self-guided drive! The Emilia-Romagna region is famous for some of the richest, most delicious foods in the cities of Parma, Modena and Bologna. 
And besides these delectable fares, the diversity of the region between the mountains and the sea offers visitors breath-taking views of the region. And on top of all this, Emilia Romagna is also a hotbed for music, cinema and art appreciated nationally and internationally.
With car windows rolled down, we’ll be able to experience some of Portugal’s stunning neo-classical architecture and natural vistas, stopping to immerse ourselves in the region’s food and wine of Portugal. Porto is an obvious starting point, famed for its fortified wine, custard tarts and fresh produce.
What better way to start the road trip in Portugal than with a picnic basket of appetising food and beverage to accompany us along the way! Just take it easy on the wine, but it also gives us a reason to sojourn and spend the night in a Pousada or a Manor or in other unique luxury Portuguese lodging!
