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Rome, November 24 - More than one million Chinese tourists are set to reach Milan in time for the 2015 Expo world's fair, sources at a tourist industry forum said Monday.

The opportunity is not to be missed, said operators at the forum organized by Assoturismo and Confesercenti tourism sector organizations.

There are said to be few Chinese-speaking guides, fewer Chinese-language guide-books and websites, and a lack of information that could entice such tourists to explore Italy beyond its major destinations - Florence, Rome, and Venice.

"We must come up with ways to distribute Chinese visitors throughout our territory," said Assoturismo-Confesercenti President Claudio Albonetti.

"On the occasion of Milan Expo, whose theme is food, we could use that as a starting point to promote our quality food and wine". "Chinese tourism to Italy has risen by 18% a year on average," Ivy Alliance Tourism Consulting CEO Xinjun Wang explained.

"Chinese tourists to Europe mostly come from the nation's east. They are highly educated and have high incomes, and consequently are interested in buying luxury and quality goods," Wang said.