Italy puts on a master class of sports expertise

BEIJING－Gianpaolo Bruno, director of the Beijing Office of the Italian Trade Agency, believes this year's World Winter Sports Expo was a good opportunity for Italian companies of equipment, sportswear and related products to market themselves in China.

As the guest nation of honor, Italy organized a lineup of government departments and outstanding companies to participate in the 2021 WWSE, which was held in Beijing earlier this month.

"It can also promote the development of relative Italian industries, such as food, health, medical and safety equipment, and tourism. As the government agency responsible for promoting trade and investment and one of the organizers of this exhibition, the Italian Trade Agency will continue to work in this direction," Bruno said.

Italy, which last held a Winter Games in 2006 and will host its third in 2026, has a long winter sports tradition.

The Italian Olympic Committee, the Italian Winter Sports Federation and the Ice Sports Federation are cooperating to prepare for the 2022 Beijing Winter Olympics.

At the latest winter sports expo, Italy displayed high-quality winter sports products known for their technology, design and reliability. As a winter sports powerhouse, the country showcased its advantages in snow-making equipment, international competitions, ski training, winter tourism and other aspects of the ice and snow industry.

The Italian exhibition area included: snow machines and ice equipment that have served six consecutive Winter Olympics and will be supplied to the Beijing Winter Olympics; sports venues and equipment designated as the official supplier of the Olympic track and field events for 11 consecutive sessions; and the world's most comprehensive snow cleaners, tracked vehicles and other world-class professional equipment brands.

Paolo Bazzoni, chairman of the China-Italy Chamber of Commerce, said that the growing interest of Chinese consumers in ice and snow sports provides opportunities for related Italian brands to expand their influence in the Chinese market.

"It is foreseeable that the upcoming 2022 Winter Olympics in China and the 2026 Winter Olympics in Italy will deepen the friendly exchanges between the two countries while promoting the development of tourism, education and other industries," Bazzoni said.

Cristiano Varotti, representative of the Italian Government Tourist Board in China, said Italy is a dream country for ice and snow lovers, with advanced supporting facilities and professionals in related services such as education, hospitality, and food and beverages.

The number of Chinese tourists to Italy has increased year-on-year and Italy has become one of the most popular European destinations.

With 2022 designated as the Italy-China Year of Culture and Tourism, he said he looks forward to in-depth exchanges and cooperation between the tourism industries of the two countries.

"There are many beautiful mountainous areas throughout Italy, and the whole year is ideal for tourism," Varotti said. "From north to south, the Italian mountains can show a variety of scenery to visitors: lakes in high-altitude areas, ineffable forests, charming villages and traditional manors with long histories, and of course, delicious cuisine.

"Whether it's the winter snow season or other seasons, you'd have a beautiful experience spending the holiday in the Italian mountains."

Xinhua