Dr. Kurt Grötsch

Dr. Kurt Grötsch


With over 30 years of experience in the field, Dr. Kurt Grötsch, CEO of Chinese Friendly International, Founding President of Cátedra China/China Chair. Founder and CEO of Chinese Friendly International, Ldt., Chinese Friendly Arts Association, CEO of Silk Road Experience Group, Ldt. and the Premium Pass Project. Master’s degree in Romanic Philology and Psychology, University of Erlangen-Nürnberg; Doctorate (Ph.D.) in Philosophy and Arts, University of Erlangen-Nürnberg, Germany, MBA Executive of Escuela de Negocios (Business School, Madrid). Director of the Flamenco Dance Museum, Sevilla. Member of the Arts Management Network, Europe.

Kurt Grötsch’s formal intercultural studies and lectures about Experience Engineering and Tourism in outstanding Universities all over the World allow him a deep understanding of transcultural movements in tourism, business cultures and tourism destination marketing and management.

Based on his practical experiences in the culture, leisure, exhibitions and tourism management, theme park management, Universal Expositions, in cultural and heritage tourism, in his professional approach he applies methods of experience engineering in order to generate lasting emotions in touristic and cultural venues.

To make tourism and cultural understanding easier and to generate pleasant experiences for Chinese Travelers in international destinations, he created the Chinese Friendly International Ltd. a hospitality and quality system, together with Chinese and Western experts, now with partners in Europe, Latinamerica, Africa and Asia. New service concepts allow him as a cultural and tourism entrepreneur not only launch products as the “Premium Pass”, an app for the Chinese Travel Market, but also develop proposals for the Silk Road project, creating Chinese Friendly Silk Road Offices in Central Asia in order to implement from a private perspective cultural and tourism projects in the Central Asian region. Chinese Friendly International Ldt. is affiliate member of the UNWTO (United Nations World Tourism Organization), and WCTF (World Tourism Cities Federation, Beijing, China).