Lisbon eyes bigger share of Chinese outbound market

Portugal, one of the top European destinations, is drawing an increasing number of Chinese visitors for its exquisite mix of modern life, history, cultural treasures and natural landscapes. [Photo provided to China Daily]

Portugal kicked off its biggest tourism promotion campaign in Beijing earlier this month to gain a bigger slice of the Chinese outbound market.

The Portugal tourism authority signed a memorandum of understanding with nine major Chinese travel agencies, including Ctrip and Utour, at the launch ceremony.

"Portugal tourism will provide support to China travel agents, including local travel resources and first-hand information to promote Portugal as a tourism destination," says Ana Mendes Godinho, a senior Portugal tourism official.

Tour operators will continue to develop new and high-quality products to Portugal, raise the awareness of Portugal as a tourism destination and increase the number of tourists to Portugal through online and offline channels, she says.

"We will continue to promote Portugal as a destination in the China market, implement campaigns with local tour operators and host workshops in China in order to create more awareness about Portugal," Godinho says.

Chinese travelers to Portugal have been increasing in recent years.

Chinese tourists paid 200,000 visits to the country in 2016, up 20 percent over the previous year.