People visit the Capitoline Museums in Rome, Italy, Aug. 3, 2025. Most of the museums and state archaeological sites across Italy opened their doors for free on Sunday as part of the monthly "Sunday at the Museum" initiative. Photo: Xinhua

China has full potential to rank among the world's most attractive tourism destinations, said Ivana Jelinic, CEO of the Italian National Tourism Board (ENIT), in a recent interview with the Global Times.

As a tourism professional who has visited China multiple times and the head of Italy's tourism promotion agency, Jelinic expressed positive affirmation regarding China's potential for developing inbound tourism. She also noted that the Italian tourism industry has prepared for Chinese tourists in various aspects, such as payment methods and language services, and will continue to recommend that relevant departments work to simplify Schengen visa procedures.

China has decided to extend the unilateral visa exemption policy for 45 countries including Italy until on December 31, 2026. Ordinary passport holders may enter China without a visa for purposes such as business, tourism, visiting relatives and friends, exchanges, and transit, for a stay not exceeding 30 days. 

Jelinic said that the Chinese government has introduced a very effective and popular policy. Since the implementation of this policy, the number of Italian tourists visiting China has increased significantly. I believe many Italians are interested in traveling to China, not only to explore major cities but also some emerging destinations, she added. 

China is vigorously developing inbound tourism. When asked about China's advantages and disadvantages compared with surrounding destinations, Jelinic said that China is a vast and charming country with extremely rich tourism resources. It has extraordinary potential to develop inbound tourism and is fully capable of building itself into a world-class tourism destination. 

Although some other destinations may currently have advantages in terms of market structure, China encompasses almost all types of tourism resources, especially in history, culture, and heritage, that can inspire deep experiences. From captivating landscapes to numerous UNESCO World Heritage sites, China has full potential to rank among the world's most attractive tourism destinations, Jelinic added. 

Ivana Jelinic, CEO of the Italian National Tourism Board (ENIT) Photo: Courtesy of World Tourism Alliance

Jelinic has visited China many times. She said that every time she comes here, she does so with joy and happiness, and the friendly people have left a deep impression on her. 

Before the pandemic, Italy was the preferred European destination for Chinese tourists, and in 2018, Italy received 3 million Chinese tourists, according to Jelinic, adding that the country has witnessed an 18 percent year-on-year increase in Chinese tourists traveling to Italy this year. 

China is a very important market for Italy. Currently, the number of Chinese tourists is still recovering rapidly. We have observed that Chinese tourists are no longer just sightseeing; some are choosing outdoor experiences, while others are interested in cultural experiences like opera. Overall, they are pursuing personalized, deeper, and more authentic experiences, she said. 

For many years, Italy has been attracting a large number of Chinese tourists. From major cities to niche destinations, all have made full preparations for the Chinese market. For example, many destinations have introduced digital payment systems familiar to Chinese tourists, providing convenient QR code payment services. 

In famous museums, the vast majority of artworks are equipped with Chinese-language descriptions. Overall, Italy is a mature destination that can provide thoughtful services and a convenient travel experience for Chinese tourists.

When asked that currently, some Chinese tourists are opting for other destinations due to the cumbersome process of obtaining a Schengen visa, and if Schengen countries have plans to simplify the visa application process, she said that to her knowledge, there are no immediate plans for new policies in the Schengen area. However, we will continue to provide recommendations from an industry perspective to promote constructive solutions, she added. 

For the future in China, she said that Italy has developed a more comprehensive cooperation plan for 2026, aiming to systematically deepen bilateral cooperation at both the public and private-sector levels. 

At the same time, we actively respond to the Italian government's policy of further strengthening cooperation with China. We plan to enhance air connectivity, increase support for businesses, and provide a more solid foundation for cooperation, according to Jelinic.