Milan tries to fortify ties with Chinese travelers using Wechat channel

Highlight: Milan tries to fortify ties with Chinese travellers using the new WeChat channel

The city of Milan is the principal Italian city to have its unique channel on Chinese informing and internet-based life stage WeChat. The Italian capital is proceeding with its push to oblige Chinese extravagance customers.

The channel, YesMilano, was disclosed not long ago in Shanghai and, as indicated by the channel’s coordinators, early returns are guaranteed.

Milan is the most prominent enormous city in Italy for Chinese voyagers in rate terms: around nine per cent of outside guests to Milan hail from China, contrasted with around five per cent for Italy in general.

Driven by a hunger for design and encouraged by non-stop flights from Beijing, Shanghai and
Nanjing, Chinese appearance to the Italian style capital has detonated as of late, with Chinese
making up 36 per cent of total visitor spending in 2018. With YesMilano’s consistently developing
advanced system, one ought to anticipate that this number should develop.

As per Luca Martinazzoli, executive general of Milan’s limited time organization and driving force of the YesMilano activity, the objective of YesMilano is to additionally reinforce the city’s picture as a goal for Chinese voyagers.

“We need to remain on the ball and utilize various techniques to engage potential visitors in China,”
Martinazzoli told Xinhua.

WeChat is an essential asset utilized by Chinese for trip arranging, and Yes Milano’s record will assist explorers with finding a portion of city’s key attractions, for example, Duomo di Milano, Teatro Alla Scala, and Quadrilatero Della Moda. All these Milan’s extravagance style area. Neighbourhood organizations will be urged to build up a nearness on China’s most prominent web-based life stage to grow the advanced understanding for Chinese tourists.

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Martinazzoli said numerous Chinese guests are attracted to the city’s notable fourteenth century Duomo, the biggest church in Italy, or to the city’s shopping areas, or the city’s two top-division soccer clubs, AC Milan and Inter Milan. One of the objectives of the YesMilano activity, he stated, is to persuade guests to go past the principle attractions. 

“We would prefer to persuade the individuals who come to Milan to go past the city’s most well known attracts and to investigate new exhibition halls and neighbourhoods,” he included.

The YesMilano activity got propelled in collaboration with WeChat’s parent organization, the Tencent Group and Retex, a retail promoting pioneer. The channel will assist vacationers with their schedules in the city, giving data on administrations, shops, cafés, exhibition halls and other social locales, all accessible using an intelligent guide incorporated with the WeChat biological system. 

As indicated by Francesco Boggio Ferraris, a worldwide exchange examiner and the executive of the
lasting preparing school for the Italy-China Foundation, Milan cannot coordinate the robust social
attractions of other Italian urban areas famous with Chinese guests, specifically Rome, Florence, and
Venice. Yet, the city has its preferred position over its Italian cousin urban communities.

“Rome, Florence, and Venice are delightful urban areas that from multiple points of view are designed for vacationers,” Boggio Ferraris told Xinhua.”Milan has not sorted out that way, and I feel that gives it an alternate sort of validness. It is a position of business and style and development. In that manner, it is like Chinese urban areas like Shanghai or Guangzhou.”

Even though Milan is the first Italian city to build up a WeChat channel, the Milan Montenapoleone design region has had one for over a year.

220 million Chinese tourists will travel to Milan during the next years

As per media reports, gauges are that upwards of 220 million Chinese travelers will go to Milan in the following five years – hazardous development contrasted with the most recent five years. 

A significant number of them will be guided by the YesMilano channel, as indicated by Milan Mayor Giuseppe Sala”This arrangement is a key piece of our vital development for the city and its organizations with an exceptional eye toward voyagers from China,” Sala said in an announcement.

The coordinated effort with Tencent will likewise help YesMilano better comprehend the practices and needs of Chinese voyagers by giving access to an abundance of WeChat information, a factor that will get additionally upgraded with the rollout of the Mini Program, a move planned for the
finish of 2019. 


“We intend to be recollected by Chinese guests as the most Chinese-accommodating city in Italy,”
said Giuseppe Sala, chairman of Milan, in an announcement,”Milan and the Chamber of Commerce
are unequivocally dedicated to arriving at that objective, as supporters of YesMilano. We are certain
that WeChat will open every one of the boundaries for Chinese guests to have a mind-boggling

A China-shrewd computerized approach is critical for goals wanting to draw Chinese visitors, and WeChat ought to be the beginning stage for DMOs and cultural attractions. As per a seoagency Consultancy report, 80 per cent of millennial Chinese voyagers draw in with authority WeChat records of goals they visit on a periodic or everyday schedule. 

WeChat helps Chinese Tourists

The cooperation, which expects to advance the Italian city as an “unquestionable requirement visit” European goal for Chinese voyagers, takes off with dispatch of a WeChat official record close by a smaller than usual program.

The ‘YesMilano’ WeChat account makes it simple for Chinese sightseers to find the city’s various attractions, for example, Leonardo’s Last Supper, Duomo di Milano, Teatro Alla Scala and the extravagance shopping area.

The WeChat Mini Program, which will be propelled before the year’s over, will enable guests to create their adventure in the city finding nearby shops and eateries among different contributions. 


YesMilano is additionally utilizing Tencent’s ability in Chinese buyer commitment to have a more broad perspective on utilization propensities and inclination, alongside Milan’s association with Beijing, Shanghai and Nanjing using non-stop flights in two of its air terminals.

The joint effort with Tencent supplements Milan’s solid the travel industry development, with Chinese guests making up 36% of universal vacationers’ spend, as indicated by Il Sole 24 Ore.

The city has various organizations in the imaginative ventures (style, furniture configuration), just as 11 colleges, and gloats of a flourishing social and culinary scene. It will have the Winter Olympics in 2026.

Philip Chen, VP of Tencent International Business Group (IBG), said the blend of Tencent’s  advancements and YesMilano’s nearby impact cum organize, “will clearly tempt considerably progressively Chinese sightseers to visit the socially rich and lively city, as the design capital of Italy acquires notoriety among Chinese voyagers.”

Giuseppe Sala, chairman of Milan, portrayed the city as one “with 26 centuries of history anticipated into the future” and “plans to be recollected by Chinese guests as the most Chinese-accommodating city in Italy.”



Further readings

How to have an official WeChat account without have a legal entity in China? 


Italy is a top Destination for Chinese tourists

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