European Travel Commission launches China promotion campaign in Shanghai

The European Travel Commission launched the China chapter of its global "Unlock an Unexpected Upgrade" campaign in Shanghai on November 9 and held the 2026 European Travel Market Matchmaking Meeting for China, focusing on off-season travel, niche routes, green travel and enjoying local experiences. The event facilitated exchanges between seven partners—the tourism boards of Slovakia, Hungary, the Czech Republic and Poland, plus Interrail, Rome Airports Group and Trenitalia—and Chinese media and industry. The report highlighted the Interrail pass, saying it covers 33 European countries and serves more than 1 million travelers each year; Eurail and Interrail were unified under the Interrail brand in September 2026. According to the European Travel Commission's Long-Haul Travel Barometer, 67% of Chinese respondents plan to travel abroad in 2026, of whom 59% are considering Europe; the report also mentioned that Europe received nearly 10 million Chinese travelers in 2025. The campaign has now launched, with no further progress disclosed.