July 25 – A Chinese talent show does a pit stop in Umbria as part of one of the many projects in the works to bring the Italian Region closer to China. An “Educational Tour” will take place between October 21-27, with Umbria tour operators and specialized Chinese journalists, to see first hand how the Umbrian tourist offer may affect substantial segments of the Chinese public, searching for “typicality” and “a unique experience,” beyond the traditional Rome-Florence-Venice tourist route. A significant vehicle for Umbria’s promotion will be the presence, between August 23-30, of cameras, actors, actresses, here to shoot the successful talent show that airs on Guangxi TV in southern China and is followed by 80-100 million viewers per episode: “Top Models on the Road.” The talent is produced by the agency “Loren Beijing International Model Agency” by Steven Lou – where “Loren” is consciously inspired by the Italian actress Sophia Loren – and is shot entirely in Italy, with the support of local sponsors. “It will be an excellent vehicle for Umbria’s tourism promotion,” said Sergio Maffettone, press attaché of the Italian Embassy in the Republic of China and future Italian Consul in Chongquing (South China), while participating in a press conference held in Perugia at Palazzo Donini, assessing a year of activity of the Umbria Region in China. “It is – he continued – a particularly followed ‘format’ in Guanxi, and it will be an important tool to raise awareness at a broader level. With the Umbria Region – continued Maffettone, accompanied to the meeting by the coordinator of the secretariat for the Ministry of Foreign Affairs, Regions and China program, Andrea Canapa, and an Umbria representation consisting of Giampiero Rasimelli (International Relations), Luigi Rossetti (Activities production) and Antonella Tiranti (Tourism) – we were in complete harmony of views and strategies, appreciating, with regard to activities in China, the practical approach and targeted objectives.”
