(Yicai Global) Aug. 8 -- Chinese online travel service provider Ctrip.Com has formed a tourism partnership with Sicily. 

Shanghai-based Ctrip, which is China's biggest e-travel operator, has pledged to funnel a larger share of China's outbound tourism market to the Italian Mediterranean island, Ctrip recently announced, China Daily reported.

Italy is already one of the most popular European destinations for mainland tourists, whose visits to the country rise by the year. Chinese hotel bookings trebled in the first half from the year before, per Ctrip statistics.

Sun Bo, the Shanghai-based firm's chief marketing officer, penned a partnership agreement with representatives from the local business community in the Sicilian capital of Palermo on Aug. 6.

The company, which has more than 300 million registered users, has pledged to pitch Sicily's unique lifestyle to China's high-end outbound travel market and hype the island's beachfront resorts, medical spas and gourmet, wine, art and history tours, skiing and diving excursions and other tourist attractions.

Editor: Ben Armour