Tencent Forms JV with Milan Promotional Agency to Attract Chinese Tourists

Tencent will partner with YESMILANO to help expand WeChat's services and appeal to Chinese tourists visiting Milan.

Author: Anthony Russo   

Tencent Holdings Ltd. (HKEX: 0700) announced on Thursday it has partnered with a Milan promotional agency, YESMILANO, to attract Chinese tourists to the world capital of fashion.

Together, the partners will create a WeChat Mini Program to launch by the end of the year that will allow users to discover Milan's hidden gems, local shops, restaurants and more, the Shanghai-based tech giant said in a statement.

Now, YESMILANO has its WeChat Official Account that shows the city's main attractions, including Leonardo's Last Supper, Duomo di Milano and Alla Scala, as well as the luxury shopping district, Tencent said.

Of international spending by tourists entering Milan, 36% was by Chinese visitors, Tencent reported, citing Italian newspaper Il Sole 24 Ore.

"We are excited about this collaboration, which will surely entice even more Chinese tourists to visit the culturally rich and spirited city, as the fashion capital of Italy gains more popularity among Chinese travelers," the vice president of Tencent International Business Group, (IBG) said in a statement on Thursday.

Through its website, YESMILANO promotes sports, fashion and design, as well as events for children and families, music and other entertainment.

"Milan is a city with 26 centuries of history projected into the future. We invite Chinese visitors to discover the soul of our city. We aim to be remembered by Chinese visitors as the most Chinese-friendly city in Italy," Giuseppe Sala, the mayor of Milan, said in a statement on Thursday.

Sala added, "We are sure that WeChat will unlock all the barriers for Chinese visitors to have an incredible experience."

WeChat, the messenger app launched by Tencent in 2011, reported 1.13 billion in monthly active users in the second quarter, according to a research report by Statista.


(Source: Statista)