Ludivine Destrée is the Asia Pacific Marketing Project Manager at the European Travel Commission (ETC), an association of National Tourism Organisations (NTOs) created in 1948 to promote Europe as a tourism destination. She has an extensive knowledge of the Chinese local culture and business practices and a vast experience in tourism marketing, advocacy and public affairs in China. She lived in Beijing for 10 years during which she served as the Chief Representative of Wallonia tourism board and held the position of Chairwoman of the European Travel Commission China Chapter. These roles underscore her commitment to enhancing exchanges, cooperation and travel between Europe and Asia, making her an indispensable asset in fostering international tourism connections.