“TruffleMaster-China” is cooperation project lead by European Mycological Institute and Golden Truffle corporation, a company established in China and Australia. The goals of this project are increasing the knowladge of European black winter truffle in China, promoting the use of it and booating Chinese market to carry out truffle tourism in Europe. The session focuses on the contents and development of “TruffleMaster-China” project and addresses the essential variables for a Chinese tourist to be satisfied when visiting a truffle destination.