Pisa has taken another step in consolidating its role as an international tourism destination, with a recent mission to China aimed at strengthening cooperation in tourism, economy, trade, and culture. The initiative, held from July 31 to August 8, was led by Paolo Pesciatini, Pisa’s Councillor for Tourism and Trade, and marked a significant milestone in the city’s long-term strategy to expand its presence in Asian markets.
The delegation promoted Pisa in the cities of Hohhot, Beijing, and Ordos, following a series of earlier initiatives, including the hosting of Chinese tour operators during Buy Tuscany and participation in the 2024 Tourism Forum in Guangzhou. The mission was made possible thanks to the collaboration with the cultural association EstOvestEst-APS and the company Oeoitalia.
“Through this mission, we were able to present Pisa’s authentic image to the Eastern market – said Paolo Pesciatini – Beyond the historic and iconic monuments, we showcased our landscapes, itineraries, and local products, confirming Pisa as a dynamic, welcoming city open to dialogue with the world. This is part of a long-term strategy to consolidate Pisa as an international tourism destination and strengthen cultural understanding, with a particular focus on contemporary visual arts, digital art, and sciences”.
The program also highlighted Pisa’s culinary and agricultural excellence. Thanks to the participation of local producers, Chinese partners had the chance to taste traditional specialties such as liqueurs, olive oils, and delicacies from the San Rossore Natural Park, paired with narratives about their places of origin.
During the mission, Pisa’s delegation met with several leading Chinese institutions, both in person and online. These included the Foreign Affairs Office of Hohhot, the Department of International Cooperation, the Bureau of Tourism and Culture of Hohhot, the CTS (China Travel Service) branch, the China Council for the Promotion of International Trade (CCPIT) and its Department of International Relations, as well as the International Chamber of Commerce. High-level meetings were also held with the Central Academy of Fine Arts (CAFA), the Ordos Committee of CCPIT, the Ordos Cultural and Tourism Group, and the Department of Tourism Industry and Culture of Ordos.
The mission underscored Pisa’s commitment to building long-term bridges with Asian markets, opening new opportunities for cultural exchanges, economic partnerships, and sustainable tourism development.
Foto di D Grom su Unsplash
