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July, 22

Tuscany at Expo: an initial evaluation

Last day of Tuscany in Shanghai. Regional stand was one of the most visited


July, 16

The day of the Tuscan Health

The Regional Conference on Health at the Hilton Hotel in Shanghai. 70 businesses on mission to China

Tuscany presents itself to China with TVS

«There is only one place in the world – wrote Stendhal at the beginning of the Nineteenth Century- where everyday life reflects itself so completely in the sublime in an admirable interweave of nature and culture. This place is Tuscany”. Among the soft hills of this Italian region, art, culture, history and nature have always joined in an admirable balance becoming a real style of life based on quality, well-being and love of beauty. Today all this has become “The pursuit of happiness: the yellow warmth of Tuscany”: a series of documentaries and a book created expressly for the Chinese public and brought into being by the partnership between TVS and Toscana Promozione – the economic promotion agency of Tuscany. This project, carried out by Guangdong Tv and by the Tuscan agency has a precise aim in mind: to create a dream, a desire great enough to attract the attention of all those Chinese tourists who increasingly choose Italy and Europe as their holiday destination.

«Our aim is not easy to achieve – comments Stefano Giovannelli, Managing Director of Toscana Promozione -. But here in Tuscany we are used to challenges. Tourism is nevertheless one of the main motors of our region’s economy».  «Conscious of the distance that separates the Chinese culture from our own – Giovannelli continues – we have decided to tell China about Tuscany in a particular way: by appointing one of the main Chinese television stations to tell this story. An assignment which they have excellently carried out fully recognizing the peculiarities and spirit of our region. But we didn’t stop at this: on the occasion of the Expo, our Agency launched an innovative project for the promotion of tourism which, among other things, foresees the intense training of our operators in preparation to welcoming Chinese tourists in the best possible way and making sure they do not lack any desired comfort.».

«Its a great challenge – concludes the Managing Director of Toscana Promozione –  but we know that Tuscany has what it takes to offer Chinese tourists a unique holiday. Even today two of our main cities, Florence and Pisa, are present in nearly all tour packages of Chinese operators. And some of the best-known Chinese icons are Tuscan: the David and the leaning Tower».

The collaboration between Toscana Promozione and TVS has not ended, however, with “The pursuit of happiness”. In autumn, in fact, the Chinese television crew will be in Tuscany once again to produce a new television documentary dedicated to the Tuscan wine culture.

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Toscana Promozione
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