Official debut on WeChat for Trenord, the first Italian regional railway operator to take Chinese tourists to discover Lombardy on WeChat.
Aimed at Chinese visitors and local Chinese communities
WeChat is China most popular social network and Trenord’s aim is to invite Chinese travellers - with a particular focus on tourism - and the Chinese communities living in Italy and Europe, to discover rail travel in Lombardy.
The mini-site contains info on regional and suburban transport Trenord's account on WeChat consists of a mini-site entirely in Chinese, designed to offer clear and immediate information on key services. In addition to regional and suburban transport, the Malpensa Express airport trains and the Gite in Treno (train trips) are presented, products that are highly appreciated by the Chinese public. To date, 10% of the customers who have purchased Snow Train tickets in the 2024/25 season are Chinese nationals.
A section dedicated to the Milan Cortina 2026 Olympic Games
Designed to meet the needs of Chinese tourists visiting Lombardy, the mini-site contains a range of localized content, monthly updates via broadcasts, and simple and intuitive navigation. The project is part of a broader strategy of internationalization and digitalization, which aims to promote the train as a comfortable, sustainable, smart way to discover the region. In the coming months, the mini-site will get a section dedicated to the Milan Cortina 2026 Olympic Games, with all the information needed to reach the event by train.
