## Work Package 2: Conceiving a B2B matchmaking strategy and advertising B2B 1.4.2.2 events 

(Mandatory requirements) 

 Proposing four B2B matchmaking events to be located in China and/or in the EU, specifying the date, targeted tourism segment(s) and theme(s) for each B2B event$^{10}$ as well as dates and places 

 Advertising B2B events in the EU and China 

The following themes should be considered by priority: educational tourism, gastronomy, cultural tourism and health & wellbeing tourism$^{11}$. 

The tender could for instance propose to organise a B2B event dedicated to a 'food on the move' / on-board catering services because Europe has a comparative advantage in terms of gastronomy recognised in China but underrepresented among Chinese carriers. It could propose to hold the B2B event back to back with "World Travel Catering & Onboard" services expo (WTCE) taking place in Hamburg in April 2020. The tender should explain why this Travel Fair is a good place for forging partnerships able to penetrate long-haul markets (for instance by referring to the number and profiles of participants). 

Alternatively, the tender could propose events targeting a theme. The theme could for instance be synergies between tourism and creative industries. The tender could propose to hold the event at Viscom (Int'l Trade Fair and Conference on Visual Communication and Event Services) in Milan where tourism operators could meet operators from key creative industries. The tender could argue that this synergy is key for developing new touristic products (e.g. drones with 4K cameras to see inaccessible parts of buildings or fragile sites; 3D experience with augmented reality, thanks to virtual reality head-mounted display; or gaming -getting inside a famous painting to meet the painter, exploring the landscape …). 

The tender will describe how B2B events will be advertised in the EU and China (channels used - websites, networks, social media, web bannering… - the Enterprise Europe Network must be among these channels; language and timing of the campaign). It will explain why the proposed strategy is the most effective approach to disseminate the information in all Member States. 

The B2B matchmaking strategy and the advertising campaign will be fine-tuned at the beginning of the contract with the approval of the European Commission which will consult main stakeholders (trade associations, the Europe Enterprise Network, National Tourism Offices, …). 

