In spite of being an important tourism destination at domestic level offering multiple cultural, historic and natural tourism attractions, the city of Hangzhu is not known internationally. The reason lies mostly in lack of the brand acquaintance and a low sophistication of the marketing actions.

After realizing a tourism sector diagnosis in Hangzhou and the correspondent SWOT analysis, there was a tourism development model defined for the city. A clear direction was determined for the sector and a framework provided for the correct decision making.

The Competitiveness Plan defined the strategy, the improvement programs and identification of investment opportunities for the development of the tourism products that would permit the competitive improvement of the destination.

There was also developed a Marketing Plan that included and action plan for defining the product, communication and sales tactics, as well as the creation of a marketing infrastructure.

The city of Hangzhou developed a competitive tourism offer concentrated on specific strategic sectors. Also the international acquaintance level increased through the sophisticated marketing actions collaborating local and international operators.