On 17th May 2017, Italy China Foundation and Ivy Alliance Tourism Consulting signed a three-year Memorandum of Understanding at the Italian Embassy in Beijing, in the presence of Ettore Sequi, Italian Ambassador in China. The agreement initiates a collaborative partnership that aims to promote both Chinese tourism in Italy and formative projects linked to the Quality Service Certification (QSC) project. Originally implemented by China Tourism Administration (CNTA) in 2013, this Chinese certification guarantees quality standards concerning hospitality for Chinese tourists. In 2015, Ivy Alliance Tourism Consulting further inspected and improved the parameters to be met by candidates in order to receive the certification.
Signed by Margherita Barberis, Executive Director of Italy ChinaFoundation, and Wang Xinjun, President of Ivy Alliance Tourism Consulting, the agreement envisages Italy China Foundation supporting Ivy Alliance’s activities and projects. Due to the courses held by the School of Continuing Education, Italy China Foundation will be able to train tourism professionals in Italy, from airports and accommodations to amusement parks, standardizing the parameters to those requested by the QSC. At the same time, Italy China Foundation supports those candidates already eligible for the program, so as to improve the offer for Chinese travellers.From its part, Ivy Alliance Tourism Consulting supports the initiatives and educational programs of the Italy China Foundation and the School of Continuing Education. The MoU takes into consideration: to jointly spread communicative materials, to manage special projects, and the cooperation between members of both organisations. Finally, a conference on QSC project or Chinese tourism market will be later held in Italy.
The project is currently managed and supported b yChina Association of Travel Services, World Tourism Cities Federation, World Tourism Organization, Pacific Asia Travel Association, World Federation of Chinese Catering Industry, Skal International, and more other influential Chinese and international organisations. In Italy, QSC project is represented by Antonella Orlandi from Italy China Tourism, partner of Ivy Alliance and delegate of QSC.
The project aims at listing all the touristic excellences, their products and services, which will be highlighted and promoted by tour operators, travel agencies and Chinese travellers.
QSC is a non- profit project with free subscription. Participants benefit from several promotional activities which have the objective to support their presence in China.
Based on several criteria, an evaluation system analyses the range and characteristics of services offered, their possible features, and professionalism, added to services that improve and facilitate Chinese travellers experience. The certification helps Chinese travellers with identifying quality products and services offered by foreign suppliers. In doing so, customers will increasingly grant guarantees.
Suppliers include several touristic services abroad, such as, travel agencies, hotels, touristic attractions, restaurants, and airports. At present, about 400 companies have received the QSC recognition in 43 different countries. In Italy, hotels, travel agencies, shopping centres, and touristic attractions as Sferisterio in Macerata, have already joined the project. Milano Malpensa Airport, managed by SEA, has already been awarded with the prestigious recognition.