The online accommodation market in China has become one of the most competitive and fast-evolving in the world. For international hotel brands, understanding how Chinese consumers search, compare, and book is the key to visibility and growth.

At our agency, we’ve helped dozens of global hospitality brands adapt their marketing to China’s unique digital ecosystem. From Baidu SEO to WeChat and Ctrip, we know what drives bookings, what builds trust, and what mistakes to avoid.

In this guide, we’ll share proven hotel marketing strategies to help your brand succeed in China’s booming online accommodation market: step by step, from local visibility to full digital integration.

Promoting your Hotel to Chinese Travelers

Having a Chinese Website

As you probably already know, having a Chinese website is essential for your business in China. In China, the majority of the population is not fluent in English so if you don’t have a Chinese website, it will be impossible to attract Chinese tourists. On your website, you will be able to display your services and present your company, but also to promote some hotels by giving a discount for example.

Promote you Hotel in China on Baidu SEO

Considered the “Chinese Google”, Baidu is the most popular Chinese Search Engine and stands as the 5th most consulted website in the world. As of 2021, it represents 71.9% of the Chinese market share. In comparison, only 4% of internet research is done with Google in China. So, to put it simply, Baidu is a step you can’t skip in China if you want to promote your hotel or online booking website.

• Traffic Acquisition SEO & SEM

If you want to use Baidu, the best solution is to have your website hosted in China, for faster loading. It is crucial to have visitors on your website to arouse their interest, and it must attract visitors by SEM (pay-per-click, banners …) or SEO, talking about your website on forums.

Chinese Social Media are Best to Promote & Advertise your Hotel Online

With the rising use of social media in China, it is undeniable that you will have to use these platforms if you want to boost your reputation. However, if you’re not familiar with these apps, you can contact us for more information and tips.

• Weibo

Launched by Sina Corporation in August 2009, Weibo is one of the biggest social media platforms in China. This platform has been a huge financial success, with surging stocks, lucrative advertising sales, and high revenue and total earnings per quarter. Boasting over 600 million users with 224 million daily users, it would be considered as offensive to merely label Weibo as the ‘Twitter of China’ (although the name literally means Micro Blog). In fact, this innovative platform is tailoring itself to E-Commerce marketing options more effectively than the bulk of its competitors. By using Weibo, you will be able to advertise your company and give and share content with your consumers.

• Wechat

As the first Social Media in China, Wechat allows you to open an official account and publish news, like a Blog or newsletters. As experts in this field, we can help you to create an official Wechat account and explain how to manage it.

In order to do business in China and promote your brand, you will need to have an official account and a WeChat H5 brochure. Then you should create content on Wechat and share it in groups.

The best tools on Wechat

• You will be able to create a brochure presenting your company
• Spread marketing content
• Send vouchers/discounts to your followers
• Work on your Community Management
• Use Wechat mini-programs

• Douyin

As one of the most popular short-video apps in China, Douyin is expected to reach 555 million daily active users in 2023. Both Douyin and TikTok are owned by Bytedance, a Chinese tech company. Douyin literally means “vibrant music” and we can say that its name perfectly matches the short-form videos (less than the 60s) allowing users to combine it with dynamic background music and creative filters. This short-video content format immediately distinguishes Douyin from traditional Chinese social media platforms like WeChat and Weibo, in which the content still focuses on text, images, and longer videos. Douyin can be a strong way of advertising, especially if you hire a KOL (Key Opinion Leader) to do the promotion of your company.

Make Good Use of Online Travel Forums

Chinese travel platforms are really useful as they can give you a lot of information, on what to do, where to go, where to do shopping, what you should see, where to sleep…

• Lvmama.com（驴妈妈)

Lvmama.com is a very popular website for those who want to travel alone. If you don’t want to travel with a travel agency on a group tour, you can go on this website. There are tons of travel tips for self-drive travel all around China. You can also book some of the most famous attractions’ entrance tickets through this website at a reasonable price.

• Mafengwo.com (马蜂窝)

Mafengwo is also a website that provides professional travel advice. If you want to find local tips and advice, this website will suit you. There are millions of travel tips for most of China’s tourist destinations. You can find destination brochures, attractions tips, and many more useful guides on this website.

• Baidu travel（百度旅游)

Baidu Travel is one of the best travel guides online and you will be able to find all the Chinese travel destinations brochures.

• Lvping（驴评网)

Lvping is a travel forum in which most Chinese tourists are posting their reviews and feedback on flights and hotels. It can be compared to the Tripadivsor.com website.

• Daodao（到到网) 

Daodao is the Chinese website of Tripadvisor.com. Since its launch into the Chinese market, Daodao has made a great contribution to correcting comments and advice on China’s hotels and destinations. You will find real advice and comments on this website. Some of their advice is useful when traveling to someplace that you are not familiar with. They don’t provide direct hotel booking services, but their comments on hotels are valuable for you to book a good hotel in your destinations.

5. e-PR (Press Relations)

Doing PR in China is very important. It allows you to promote your service to a wide variety of Chinese citizens. This communication is primarily based on appealing visuals, but also on feedback and testimonials from tourists.

You have to remember that online public relations in China and particularly in the travel industry, are increasing at a rapid pace.

Register your Hotel on Chinese (& other) Online booking companies

A few online booking companies have emerged in China, distinguishing themselves among thousands of websites. Their success was possible because of Chinese society’s digitalization. Chinese are using their phone for everything, and they have access to millions of hotels on the internet, which is cheaper and more convenient for them. 

In the second half of 2019, more than 50% of online hotel bookings were made through Meituan in China. Following Meituan, the Chinese online travel agency Trip.com held more than 1/4 of the online hotel booking market based on the number of bookings.

Chinese Online Booking Companies

The competition is fierce between online booking companies as more and more companies adopt the platform model, where users are able to access a wide range of services and products on just one site or app. Meituan, for example, offers everything from food delivery to group-buying deals and movie tickets, on top of its hotel-booking platform – all of which can be accessed via its mobile app or on its mini-app in Tencent’s WeChat.

• Meituan (美团)

Meituan is not only famous for its food delivery, but it is also the most popular online hotel booking platform in China. However, Meituan is different from Ctrip as it is more popular among smaller cities, and offers cheaper hotel rooms, whereas Ctrip tends to attract more affluent consumers from big cities like Beijing and Shanghai with its inventory of high-end hotels around the country and internationally. 

• Ctrip (携程)

One of the most popular online bookings for hotels in China is Ctrip. Ctrip is a comprehensive travel website providing hotels and flight booking in China. You can also find some tour packages booking and more travel services for China. It has been a large company since its establishment in 1999. You can book most hotels in Chinese cities on this website. Its strategy is to focus entirely on travel. The company already provides an array of services required for a holiday – from transport, such as flight and high-speed train tickets, to hotel bookings, package tours, and attraction tickets. Users can also book car rentals or an airport transfer service on the site.

• eLong.com (艺龙)

Elong is a professional website for booking hotels and flights in China. You can find thousands of hotels on this website from the most luxurious hotels to the cheapest budget hotels. Elong has become one of the biggest hotel booking providers in China. There are many discounts on hotels on this website. They also have some hotels abroad for Chinese people who want to go abroad.

• Qunar (去哪儿)

Qunar can be considered as the most popular travel website for those who want to book flights and hotels with a discount price. This website provides the lowest price hotels compared to other websites.

Foreign Online Booking Companies

• Trip.com

Trip.com is in fact the international booking site of Ctrip (see previous part). Compared to the other analyzed hotel booking websites, Trip.com seems to clearly have the most hotels in their Chinese portfolio which is not really surprising since China is the homeland of Trip.com. You have to take into account that Trip.com includes the hotel reviews of Ctrip. Therefore it’s obvious that Trip.com outranks the other booking websites when comparing the number of reviews.

• Agoda

Since acquired by Booking Holdings more than 10 years ago, Agoda, one of Asia’s best online travel platforms, has been pursuing a stronger position in the Asia Pacific and China. It already has strong brand awareness in Asia Pacific markets like Singapore and Thailand, but the company’s presence in China, the world’s biggest outbound tourism source market, remains relatively small. Agoda is in fact an online travel agency and metasearch engine for hotels, vacation rentals, flights, and airport transfer. While Trip.com Group stays close with Booking.com as a distribution partner, Agoda works with Meituan and Fliggy.

• Booking.com

Headquartered in Amsterdam, Booking.com is a Dutch online travel agency for lodging reservations and a subsidiary of Booking Holdings.

• Expedia

Expedia is an online travel agency owned by Expedia Group, an American online travel shopping company based in Seattle. The website and mobile app can be used to book airline tickets, hotel reservations, car rentals, cruise ships, and vacation packages.

Further Reading: The Hotel Industry in China

In recent years, online booking for hotels has become a very lucrative business in China. Many companies saw the potential of this industry and were able to seize this opportunity in order to attract not only the younger generation but also the older ones. Booking a hotel in China is not only easy but it is also more convenient and faster than before. 

Online Hotel Booking: A Very Lucrative Market

The hotel industry in China has developed rapidly from 2004 to 2019, driven by greater numbers of domestic and international tourists, increasing living standards, and per capita spending for tourism. Higher room prices, greater demand for services and quality, and industry deregulation have also supported revenue growth over the period. The 2008 Beijing Olympics and the 2010 Shanghai World Expo boosted the industry’s development by spurring significant investment in fixed assets and network expansion. Then, the use of the internet and smartphones have greatly contributed to online hotel booking websites.

In 2019, the transaction value of China’s online hotel booking market reached 195.25 billion yuan, up from around 176.5 billion yuan in the previous year. About 939 million hotel room nights were estimated to be booked online that year.

The Chinese Rating System for Hotels

From small, simple hotels (1-star) to giant luxurious hotels (5-star), the size, quality, and brands of hotels in China are as variable as the customer’s demand. With such a variety of hotels, star ratings give us an idea of what to expect. In fact, what often gets by as a five-star hotel in China would rarely rate as a four-star anywhere else in the world.

However, standards cannot be judged precisely from star ratings, as the approach and manner of rating in China and that in the West might not be the same. All around the world hotels are rated from one to five stars by official national and international bodies, but there are various systems, like the HOTREC star system in Europe. In China, hotels are officially rated by the Chinese National Tourism Association (CNTA). You can see the  CNTA star ratings on some websites like hotels.com for example.

Lastly, even if a hotel in China would usually not have the same facilities, services, or specifications as an identically rated hotel in the US, with tourism being one of the fastest-growing industries in China, hotels are fast improving their facilities to Western standards, especially in the major cities.

The Hotel Industry During the Covid-19 Pandemic

The hotel industry has been one of the most strongly affected industries as a result of the COVID-19 pandemic. Many small hotels have been struggling to remain viable during this period of economic uncertainty. However, during the Covid-19 lockdown, Chinese people were able to save money.  After the lockdown, people started to go back to a “normal” life again and wanted to travel after these long months of restrictions. Indeed, as they were only able to travel inside China, it allowed the Chinese hotel industry to gain more Chinese tourists instead of foreign tourists. And, as you probably already know, people in China are using their smartphones for everything, from delivering food to booking a hotel. So, online booking websites have seen a rising demand during these last few months.

Our services for hotels and tourism professionals

As pure players, we have been working with hundreds of Chinese and foreign companies over the years. You can contact us for more information so that we will be able to talk about your projects.

Learn more about our services for you here

As the country’s tourism market grows, more Chinese families and young professionals are discovering the appeal of seaside holidays. For international resorts, understanding this shift is key to attracting and marketing to Chinese travelers.

At our agency (GMA), we’ve helped global hospitality brands adapt to China’s unique market. From Hainan to Sanya, we’ve seen how cultural nuances: from sun protection habits to dining preferences that can make or break a resort’s success with Chinese guests.

In this article, we’ll share our insights on China’s beach tourism trends, cultural expectations, and the strategies that help resorts win over Chinese travelers. Our goal is to help your brand create experiences that resonate in this growing market.

Overview Of Beach Culture In China

China is often associated with its bustling cities and rich cultural history, but there’s a side of China that many may not know about – its beaches. With over 18,000 kilometers of coastline, China boasts several beautiful beach destinations such as Hainan Island and Gulangyu Beach. But do the Chinese actually go to these beaches?

Historical Background

Beach tourism in China began in the 1980s due to economic reform policies that increased disposable income for citizens. Younger generations now have a more open attitude toward beach vacations and outdoor activities, leading to popular destinations like Hainan Island and Sanya City.

Local municipalities have made significant efforts to develop tourist hotspots by investing in infrastructure improvements and services for domestic and international visitors, indicating their commitment to making these destinations more attractive.

Chinese tourism trends are influenced by state policies, and cultural authorities’ continuous efforts to educate young Chinese people about other nations’ cultures have led to an increase in their desire for international travel experiences, including visiting foreign shores.

Recent Trends And Shifts In Attitudes Toward Beach Vacations

Chinese tourists have shifted their attitudes towards beach vacations in recent years due to factors like rising disposable income and a desire for new experiences.

Destinations like Sanya in Hainan Province and international spots like Phuket and Bali have become popular choices.

Families also opt for multigenerational trips to family-friendly resorts with activities for different age groups.

High-end resorts are adapting their offerings to cater to the emerging trends in Chinese tourism. They are providing amenities such as shaded areas on beaches, Mandarin-speaking staff, signage translations into the Chinese language, and authentic Chinese cuisine on menus to create a comfortable experience for this market segment.

Case Studies: Chinese Beach Destinations And Their Popularity

Find out which Chinese beach destinations are the most popular among locals and tourists, and discover what makes them stand out from the rest.

Analyze The Successful Beach Resorts Or Destinations Within China

Some of the most successful beach destinations in China include Sanya, Xiamen, Putuo Island, Beidaihe and Beihai. Yalong Bay is considered the best beach in China and attracts tourists with its turquoise waters and white sand beaches.

These locations offer various activities ranging from exploring coastal cliffs to renting a boat to indulge in water sports.

One resort that has achieved remarkable success is the Atlantis Sanya Resort located in Hainan Island’s Haitang Bay. It features exotic underwater-themed architecture with stunning sea views from its rooms’ windows showing off vibrant marine life underfoot.

Chinese tourists prefer clean and well-maintained beaches with clear waters and soft sand. They appreciate shaded areas or umbrellas due to the hot climate.

Cleanliness and hygiene of the resort or destination are also important to them. Offering local cuisine can be a significant draw for those seeking an authentic experience.

Demographic And Psychographic Characteristics Of Chinese Beachgoers

Chinese beachgoers come from various age groups, with younger people being more adventurous and open to new experiences, while older people prefer a calm and relaxed environment. Most beachgoers are looking for family-friendly activities and catering options.

Age, Gender, Income Level, Etc.

Knowing the demographic and psychographic characteristics of Chinese beachgoers is essential for resorts that aim to attract these tourists, as factors such as age, gender, and income level all have a significant impact on consumer behavior in China.

For instance, younger generations like Gen Z are known to be more impulsive when it comes to spending habits compared to older generations.

Gender roles in China also impact tourism preferences, particularly when it comes to the traditional concept of family vacations.

Preferences And Motivations For Beach Vacations

Chinese beachgoers prefer beaches with clear water and pristine sands. They enjoy leisure activities like swimming, tanning, and water sports such as jet skiing and parasailing.

They also value cultural experiences and tend to choose beaches with significant historical or cultural significance: for example, Putuo Island is considered sacred by Buddhists due to its numerous temples and statues of bodhisattvas.

Hainan Island’s Wuzhizhou Island boasts both natural beauty and rich history as one of China’s southernmost points.

Implications For Resorts: Adapting To The Chinese Market

Resorts looking to attract Chinese guests should prioritize understanding their cultural nuances and preferences, as well as providing amenities such as shaded areas, cleanliness, and Mandarin language services.

Understanding The Cultural Nuances And Preferences Of Chinese Beachgoers

When targeting the Chinese beachgoer demographic, it is important to consider the cultural nuances and preferences, for instance: such as the popularity of face-kinis due to their desire for sun protection and fear of getting a tan.

According to an online survey conducted by researchers, safety awareness is a significant factor among Chinese vacationers, as many respondents expressed concern about rip currents at popular beaches in China.

Moreover, resort owners must also consider the impact of the rural-urban divide on consumer behavior in China’s growing leisure industry. According to empirical evidence, urban consumers are more likely to spend on luxury experiences while rural consumers tend towards budget-friendly options.

Importance Of Cultural Sensitivity In Marketing And Service Provision

The significance of cultural sensitivity cannot be overstated when promoting a resort or brand in China, as cultural intelligence can have a significant impact on business success when entering this market.

For instance, maintaining high levels of cleanliness and hygiene is important to attract Chinese tourists who place great emphasis on cleanliness.

Providing services in the Mandarin language such as signage translation can also help you make a positive impression on potential customers.

Strategies For Resorts To Attract Chinese Guests

Resorts should provide shaded areas, umbrellas, and other preferred amenities to accommodate the Chinese preference for shade while on the beach.

Offering Shaded Areas, Umbrellas, And Other Preferred Amenities

Chinese travelers prefer outdoor relaxation areas with ample shade during the summer months. Providing shaded areas, umbrellas, and other preferred amenities is important to attract Chinese guests.

Personalized amenities such as Mandarin-speaking staff or signage translations can also make a significant difference in ensuring guests feel welcome and comfortable.

Additionally, incorporating local cuisine into food offerings allows visitors to experience cultural authenticity while providing luxury accommodations can help attract high-end Chinese travelers seeking unique travel experiences.

Maintaining High Levels Of Cleanliness And Hygiene

Maintaining high levels of cleanliness and hygiene is crucial for resorts that aim to attract Chinese guests.

Tourism businesses in China are prioritizing customer safety and preventive measures by enhancing their hygiene efforts to maintain high levels of cleanliness at resorts. Visible sanitation stations and new technology like UV-C lights are being incorporated to reassure guests about their health during their stay.

Incorporating Chinese Cuisine Into The Food And Beverage Options

It has been demonstrated that cuisine plays a crucial role in luring Chinese tourists to resorts, as food is considered a top priority by them, ranking third after the safety and availability of shopping facilities.

Chinese gastronomy is important for tourism, and authenticity and restaurant design is crucial for Chinese visitors. To increase satisfaction levels among Chinese tourists, it is important to develop menus that represent regional flavors and provide an ambiance similar to what they are used to back home.

For example, hotels in America are increasing efforts to make their hospitality more appealing to those from China by offering authentic dishes like dim sum on breakfast menus or organizing hot pot nights at dinner for communal dining experiences.

Providing Services In Mandarin, Signage Translation, Etc.

Hotels and resorts should prioritize providing services in Mandarin, signage translation, and other language assistance to attract Chinese guests.

Chinese tourists prefer to receive service in their native language and appreciate travel information translated into Chinese.

Incorporating Chinese cuisine into food and beverage options can also make a big difference in attracting these travelers.

Successful resorts have gone above and beyond by creating customized tour packages that cater to specific holidays or events popular among Chinese tourists.

Marketing Strategies For the Chinese Market

To attract Chinese guests, resorts can leverage digital platforms popular in China like WeChat and Weibo, and collaborate with local influencers and celebrities.

Leveraging Digital Platforms Popular In China

Leveraging digital platforms such as WeChat and Weibo is of significant importance in China, as these platforms have a strong user base and are integral parts of the country’s social media culture.

The key to attracting Chinese tourists to a resort is to use digital platforms and create engaging content that resonates with the target audience.

Partnering with popular influencers or celebrities can also increase brand awareness.

It’s important to understand the nuances of each platform, such as Weibo being more popular in China than Twitter.

Collaborations With Chinese Influencers And Celebrities

Collaborating with Chinese influencers and celebrities holds great significance for successful marketing strategies in China.

Luxury brands swear by this promotional tactic to connect with consumers and influence their purchase decisions.

Collaborations with popular social media influencers or brand ambassadors also give access to their vast audience base, creating opportunities for better consumer engagement.

However, it’s essential to keep in mind that there are risks associated with such collaborations as well as costs that require careful consideration before making any commitments.

Case Study: Success Stories Of International Resorts Attracting Chinese Tourists

From collaborations with Chinese influencers and celebrities to offering Mandarin-speaking services, these case studies show that understanding local culture and preferences is key to attracting Chinese travelers.

Hilton, for instance, has successfully catered to the needs and wants of Chinese travelers both domestically and internationally by offering personalized services such as Mandarin-speaking staff, local cuisine options, and cultural immersion experiences.

Other international resorts have leveraged digital marketing strategies on platforms popular in China like WeChat or collaborations with Chinese influencers/celebrities to increase their social media engagement and visibility among younger generations.

We are your local partner in China!

To succeed in the Chinese tourism market, it is crucial for resorts to understand and adapt to the local culture and preferences of Chinese beachgoers. From providing preferred amenities to offering services in Mandarin, there are various strategies for resorts to attract Chinese guests.

By leveraging digital platforms popular in China and collaborating with influencers and celebrities, resorts can effectively market themselves to this audience.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

Why Chinese Tourists?  Because they are the Future of the Tourism industry 

• Chinese international tourist market will remain the most lucrative in the next 10 years
• If Chinese will like to experience with you, he will recommend you to much more of his friends than anyone else
• In the next 20 years, China will take the 4^th part of all international tourism

GOOD NEWS  for Small Tourism Businesses all over the World 

If previously Chinese traveled mainly in mass groups, mainly to the top destinations and/or in luxury, now the situation is changing for your benefit:

• Mass groups are still popular, but only among the elderly
• Chinese will prefer wild nature & fresh air over the popularity of the place
• Traveling experience now is more important than luxury

Further reading Report about Hospitality in China

China’s outbound travel market is back on fire. But the game has changed—today’s Chinese traveler is digital-first, experience-hungry, and way more demanding than before. If you’re in overseas travel and hospitality, here’s how you stop being invisible and start owning market share:

1. Sell “Ease of Access” Like It’s a Feature 2025

Visa-free? Visa-on-arrival? Don’t bury it—make it your headline. Travelers choose destinations that cut friction. If you can make the trip feel plug-and-play, you win.

Rule: Simplify every touchpoint—flights, visas, arrivals. Sell freedom, not paperwork.

2. Niche Is the New Mass Market in China

Forget generic sightseeing buses. Today’s Chinese travelers want hyper-personal experiences—yoga retreats, food safaris, deep culture dives, even photography-themed trips.

Your play: Own a niche. Be the “wellness destination,” the “extreme adventure spot,” or the “culinary capital.” Rich niches scale faster than bland mass offers.

3. Dominate Xiaohongshu + Douyin

If you’re not here, you don’t exist. These platforms decide what’s hot. Create bite-sized, high-quality content that pops. Partner with KOLs and micro-influencers (KOCs) to make your destination look aspirational and real at the same time.

Content hack: Keep it detailed and time-stamped. Travelers want the freshest info—“Where to eat THIS week,” not last year’s hype.

4. Design for Small Groups + FIT (Free Independent Travelers)

The era of giant tour buses is dying. It’s all about couples, families, and solo explorers. They want flexible itineraries, private tours, and content that empowers them to do it their way.

Offer choices, not rigid plans. Flexibility = freedom = bookings.

5. Split Your Playbook by Demographic

• Silver-Haired Boomers (银发族): Big spenders who want safety, comfort, and premium quality. Think: seamless transfers, five-star service, medical-ready support.
• Gen Z + Young Millennials: Trend-driven, digital natives. They value unique experiences over luxury brands. Think: adventure, authenticity, social media-worthy moments.

Same market, two very different plays. Customize or get ignored.

6. Time Campaigns With Chinese Travel Seasons

Peak moments = Chinese New Year (late Jan–early Feb), Summer (July–Aug), and Golden Week (Oct 1–8). Miss these, you miss half the market.

Bonus: Push “off-season escapes” for crowd-avoiding travelers. Show them why your destination is better outside the rush.

7. Make Mandarin Non-Negotiable

If you don’t have Mandarin signage, staff, menus, and websites, you’re invisible. Period. Chinese-language support kills travel anxiety and builds trust instantly.

Don’t just translate—localize. Show cultural cues, Chinese breakfast options, and WeChat contact points.

8. Integrate Alipay + WeChat Pay Everywhere

Payment friction kills deals. Travelers expect their mobile wallets to work as smoothly overseas as at home. Combine that with transparent pricing and value-focused bundles, and you’ll convert faster.

Hack: Offer exclusive discounts for Alipay/WeChat Pay users. It feels “local” even abroad.

9. Level Up Your B2B Game With Agencies

China’s agency scene is crowded but under-skilled. Don’t just hand over brochures—equip them with digital marketing toolkits, plug-and-play content, and deeper product training.

Pro move: Show up at Chinese travel trade shows. Face-to-face trust still matters.

10. Feed Their Obsession With Data

Chinese travelers are super-researchers. They don’t just want “what to see”—they want queue times, real-time shop inventory, updated ticket prices, map-based guides.

If your online info is more detailed than user-generated content, you win their trust and their booking.

Final Word

Chinese outbound travel in 2025 is not about being the cheapest or the flashiest—it’s about being the most useful, trustworthy, and culturally relevant.

• Simplify.
• Specialize.
• Localize.
• Digitize.

Do that, and you won’t just attract tourists—you’ll build superfans who flex your brand online for free.

 You want to target Chinese travelers: These Tips are the BASIC 

1. Before starting, create a good Chinese name for your business

Your prospective Chinese guests have a very different mindset and language. Every sound has some special meaning and pronunciation there. Make the name of your tourism business consonant, easy to remember, and sonorous to their world.

Make your clients find you in China

2. Create a Chinese website, and host it locally

Business with Chinese is Only in China and Only in the Chinese Language!

You need to make your potential clients find your traveling business on their mainland. The best way to make it is to create your own Chinese website with pictures of your traveling destinations, information about your traveling activities, and your contact details. To make your website work fast in China, you need to put it on Hong Kong or Singapore’s hosting. Your website has to be mobile-friendly, as the Chinese are using their mobile phones for any kind of search.

3. Make SEO on Baidu

The Baidu search engine is the only way to find your website in China. It is “Chinese Google” and all the searches are appearing there.  You need to make a Baidu Search Engine Optimization campaign for your website for the key search words that are most appropriate for your traveling business (for example “Kenya Safari”). The higher your ranking on Baidu, the more people are coming to your website.

4. Improve your e-Reputation

China is the most flooded county with fraud! Apart from counterfeits every year, thousands of fake and low-quality hospitals, surgery clinics, financial services, and tourist agencies appear and disappear. Chinese are very concerned about not being cheated. They will search on the internet, consider and reconsider a countless number of times before even buying a local tour ticket for the nearest weekends.

After your potential client will find your website through Baidu and carefully study it, he will start to search for any kind of information about your traveling business on the Chinese web. (Are you already there?) The more positive information, more good reviews, and more recommendations on Chinese forums he will get about your business – the greater chance that your potential client will call you. In China, the reputation of your business is your “everything”.

5. Open an Official account on Chinese Social Media

Social media platforms are the best way to introduce your tourism business to the Chinese. In China, there is no Instagram or Facebook, or Twitter. You need to use Chinese native social media platforms to reach Chinese travelers. Here are some of the most useful for your business:

Weibo is the second most popular social media platform in China. Chinese and foreign celebrities and domestic and international brands are using it for promotion and interaction with their followers.

Mafengwo is the most popular social media platform for tourism. There are Chinese and international travel companies, vloggers, bloggers, and travel forums for any topic. Many Chinese are looking for their traveling inspiration there.

CTrip is the most popular platform for booking tickets and accommodation. Travel forums and reviews are also there.

6. Work with Chinese Travel Influencers

Traveling influencers are popular Chinese traveling bloggers with a large number of followers. Chinese travelers are very appreciating their traveling experience and advice. Chinese tourists are looking for traveling inspiration from their favorite traveling bloggers.

7. Improve your visibility on the Chinese Web

If things are already going well with your Chinese guests, you can improve the visibility of your traveling business in China: open more official accounts on different social media platforms; create more exciting content for your travelling followers; make Baidu PPC and display advertising campaigns.

8. Create a Chinese cross-border payment account

Chinese are mostly using their native mobile payment platforms WeChat and Alipay for cashless payments. It is already proven in practice that the Chinese are ready to buy more products or services if they have a chance to use their native payment services when abroad or just order a trip from your website. It is not that difficult to make a cross-border payment accounts on your phone or use this service from 3rd party companies.

Improve your business locally

9. Add more food options

Let your guests try more authentic food from your destination. For them, experience in tasting local food is as important, as the travelling experience itself.  Always have Chinese food and chopsticks as an option: your guests like the feeling of being at home, especially when they’re with their children and on a long journey.

10. Provide service in the Chinese language

Learn key Chinese phases, as your guests like to be welcomed in their own language. But better hire qualified Chinese-speaking staff or tour guides: educational tours are on the rise in China, so with Chinese-speaking staff, you will have more clients.

Read also: Marketing to Chinese tourists travelers

Do you want to develop your Business? RIGHT?

So What’s the Next Step?

Why You MUST Contact us

• We have a Tourism expert that can guide you, (30min for free consulting)
• You can have access to a strategic report for China’s Outbound Tourism Market
• you can receive our Case studies in Tourism (more than 200 Clients)

Some Tourism Case studies

We hope these essentials will help you to understand what is needed to succeed in China!

Situation: The Market Everyone Ignored

For the last decade, all eyes in China’s tourism and luxury space have been locked on Gen-Z and Millennials. They’re trendy, social, and hyper-online.

But while brands chased hashtags and meme culture, a silent giant has been growing: China’s older tourists.

We’re talking about the 55+ generation—the retirees, semi-retirees, and silver spenders. They are:

• Healthier than previous generations.
• Wealthier thanks to property booms and pensions.
• Time-rich with flexible schedules.
• Experience-hungry after years of pandemic restrictions.

By 2025, this group is no longer a side segment. They are a new primary market. Ignore them, and you’re leaving billions of yuan on the table.

Trend #1: The “Revenge Travel” of Seniors

Post-COVID, older Chinese are traveling with a vengeance. But their behavior is different from Gen-Z:

• Gen-Z = quick weekend trips, content-first.
• Seniors = longer stays, comfort-first.
• Gen-Z = chasing trendy cafes.
• Seniors = chasing heritage, wellness, culture.

Example: In 2024, Ctrip reported 60% YoY growth in bookings from 55+ travelers. Domestic destinations like Hainan, Yunnan, and Hangzhou are packed with retirees who stay 10–14 days instead of quick 3-day bursts.

This means higher spend per trip, more stable patterns, and stronger brand loyalty.

Trend #2: Health + Culture = Core Motivations

What do older tourists want? Not just selfies.

• Health tourism: spa retreats, TCM-based wellness, thermal springs.
• Cultural immersion: opera, calligraphy workshops, guided heritage tours.
• Slow luxury: boutique hotels with accessibility, rather than loud Gen-Z hostels.

Fashion & beauty tie-in: seniors don’t chase hype drops—but they will pay for comfort-driven luxury (ergonomic shoes, sun-protection clothing, anti-aging skincare, nutrition beauty supplements).

Trend #3: Digital, But on Their Own Terms

Yes, Chinese seniors are on WeChat and Rednotes. But their digital behavior differs:

• They prefer trust-driven content (doctor-endorsed, peer reviews, community leaders).
• They save posts for later instead of impulse purchases.
• They rely heavily on family group chats for recommendations.

Brands need to adapt content formats: less slang, more clear guides, testimonials, how-to travel diaries.

Example: A post titled “7-Day Wellness Trip in Yunnan for Couples 55+” will drive more saves among older tourists than Gen-Z style “hacks.”

The Opportunity: The Silver Travel Economy

Numbers don’t lie:

• By 2030, China’s 60+ population = 400M+ (that’s larger than the entire U.S. population).
• Disposable income among seniors is projected to hit ¥18 trillion.
• Travel + leisure + health are top spend categories.

This is not a “niche.” This is a mega-segment that’s been hiding in plain sight.

Execution Playbook: How Brands Can Win

1. Curated Packages (Not Chaos)

Older tourists don’t want to DIY everything. They want turnkey experiences with trust signals.

• Example: “7-Day Hainan Wellness Tour” with spa + guided TCM workshops.
• Bundle with skincare or supplement kits branded as “Travel Wellness Essentials.”

2. Accessibility Luxury

Comfort matters more than hype.

• Shoes with orthopedic cushioning but stylish.
• Hotels with grab rails, but boutique aesthetic.
• Skincare with easy-to-read labels + clear routines.

3. Family-First Marketing

Target not only the senior but the children buying for them.

• Example: WeChat ads targeting 30–40 y/o adults: “Gift your parents the health retreat they deserve.”

4. Community-Based UGC

Forget influencer hype. Use peer storytellers—retired teachers, doctors, ex-government workers documenting their journeys. These carry 10x more trust than KOLs.

5. Seasonal & Festival Tie-Ins

Golden Week, Spring Festival, Double Ninth Festival (重阳节, Senior’s Day) = prime travel waves. Brands can anchor campaigns around these natural pulses.

Case Snapshot: Yunnan Wellness Retreat

A Yunnan resort repositioned itself from “hipster eco-spot” to “senior wellness hub.”

Execution:

1. Partnered with TCM doctors for daily workshops.
2. Marketed packages via WeChat community leaders for retirees.
3. Offered free luggage delivery for easier travel.
4. Added a skincare kit gift: anti-aging cream + sun protection.

Results in 2024:

• Bookings from 55+ travelers grew +180% YoY.
• Average stay length increased from 3 days → 9 days.
• Spa product sales up +65% as tourists bought gifts to bring home.

Why This Matters for Fashion & Beauty Brands

The silver tourist isn’t just a travel opportunity. They are a fashion and beauty consumer in disguise.

• They want clothes that fit their comfort needs—but they don’t want to look “old.”
• They want skincare that works on mature skin—but marketed with dignity, not fear.
• They want supplements, sunscreens, and accessories that promise wellness on the go.

If Gen-Z buys to flex, seniors buy to feel better, live longer, and travel farther.

Final Thought: The Next Billion-Dollar Consumer

For years, China’s marketing world obsessed over the 20-year-old influencer. Meanwhile, the 60-year-old traveler quietly built the war chest.

2025 will be the turning point: brands that embrace the silver tourism wave will dominate not just travel, but beauty, fashion, and wellness.

The rule is simple: treat older tourists not as “leftovers,” but as the new luxury class. Because in the next decade, the most profitable product isn’t hype—it’s health, dignity, and unforgettable journeys.

The Booming Market of Chinese Old Tourists

There’s a niche in the China tourism market that is full of opportunities and it has not been well developed. The average income of Chinese people is increasing, senior citizens included. And they will spend more on tourism while they don’t have so many suitable choices.

Opportunities in the market

Mr. Xiao works for one of the top 500 corporations in the world. He has a dream to send his parents to travel to Europe. However, his parents have a language barrier and he is too busy to go with them, so he turns to tourist agencies to organize a trip for them. He is disappointed to discover that most services are too intensive and contain too much shopping which is not suitable for senior tourists.

In fact, many people have encountered the same problem as Mr. Xiao. There are too few customized services for senior citizens. There are only 2 or 3 services available for seniors in the limited time of the year.

Does that mean old people’s outbound tourism in China is not a promising market?

The answer is no. China ranks first on the list of senior citizen population with the fastest growth in the world. According to the China population census, the senior population in China is increasing by 3.2% annually. And by the end of 2014, there will be 200 million people over 60 years old living in China.

What’s more, the market of five products for seniors has now expanded to a market of 2000 billion in 2010. And among the five products, tourism ranks first. However, compared with 47% of senior Americans who have traveled outbound, only 25% of senior Chinese have travel experience. It is estimated by China Competition Information, the senior outbound tourism industry in China will start to soar in the near future.

How to take the advantage of the opportunities

As noted by Sun Tzu, the great author of The Art of War, “He who has a thorough knowledge of the enemy and himself is bound to win in all battles”. It also applies to tourism development marketing.

You have to understand your customers, then you can make the right strategy and you will be bounded to win all the customers.
So the question now is what senior Chinese tourists need and how to adapt to their needs.

1. Do they need special tours?

There are mainly two types of senior tourists in China.
The first type is the ones who have already traveled a lot when they were young. Most of them are richer and more educated. So only sightseeing is not so attractive to them. On the other hand, other kinds of tours like the Sanatorium tours are becoming more and more popular.
The second type of traveler is the one who wants to travel to see other parts of the world where they have never been. So they prefer more typical tourism groups with an intensive schedule and cheap prices.

2. Are they sensitive to price?

If you still consider senior Chinese tourists as poor customers, you are gravely wrong.

It is true that most Chinese who are over 60 have experienced the Cultural Revolution time where even basic human needs like food and shelter can hardly be met. For that, they are more penny-pinching. It doesn’t mean they are poor, but it just means they are not so easy to be persuaded to spend their money on a trip. However, some companies have done a very good job. For example, the discount on flights works very well with them. Airliners want their flights all full and senior tourists have less time limit to allow them to avoid peak seasons so they accept this very well. Then the tour services sold combined with these cheap flights also have a good performance.

On the contrary, some senior tourists do prefer high-class tour services. What makes it even better is, the percentage of them is increasing.(Source: Renmin Wang)

Many Chinese are willing to spend on their parents after they become rich because of the culture of filial piety. These types of senior tourists are not sensitive to price but to quality.

3. What kind of tour guide do they like?

A report from Alibaba shows that old tourists are more likely to be brand ambassadors. Their main information source is their friends. For those senior Chinese, they feel more lonely than others because when they were young, they lived in big families while small nuclear families has taken the place of the traditional family. Many old tourists would like to return or suggest to those tour guides who offer them care. see more information about  Chinese senior tourist

4. Regional difference

The buying habits in different regions of China differ a lot. According to the economical development, China can be mainly divided into three parts: east, central, and west. The east region of China is about 5 years advanced to the central and 10 years to the west. As a result, the budget for tourists from the west is much smaller than that from the east. more information on Chinese tourist.
The regional cultural difference is also another factor that needs consideration. For example, tourists from the north usually travel less but spend more when they do travel. On the contrary, tourists from south travel more but they spend less on each trip. To different regions of people, different customized offers are very important.

5. More males than female

Old Chinese males are more likely to travel than females. In China, men are much more open than women and women usually are busy with their communities and housework. But in one branch of tourism, women travel more than men. That is pilgrimage tourism.

6. When do senior Chinese tourists travel?

Most services for senior Chinese tourists are made in off-seasons like April. There are three main reasons:

1. In the off-season, the price is much lower than usual
2. There are fewer tourist crowds in the off-season
3. Old people have more free time during the off-season

7. Special accommodation

Senior Chinese tourists have quite different habits from western tourists or even young Chinese tourists. For example, many tourists who go to France complain that the choice for dinner is not enough, no hot water in the hotel, and the beds are too hard. As senior citizens, their habits are more traditional and any sort of change is a lot harder to come by so they will need more detailed accommodations to ensure they have an enjoyable trip.

8. How to influence senior Chinese tourists? Click here to see more.

When launching marketing campaigns to attract senior Chinese tourists, you have to take their characteristics into account. For example, because seniors cannot see things clearly and they usually don’t like flashy multi-media introductions, the clear, direct, and informative introduction is a much more influential technique.

And because of their limited sources of information, some offline events like old-people photo shows are more suitable. More information about Chinese tourist interests

Read all our articles about the Chinese Tourism Market

1. Chinese tourism Market
2. Chinese tourists platforms
3. Chinese tourism
4. Alibaba Lafayette Live Streaming Tour: Shopping Tourism revival?
5. Chinese tourist love Provence
6. Guide To The Most Popular Social Media Platforms For Tourism: MaFengWo & Qyer
7. promotion for Chinese tourist
8. how to Attract Chinese tourist

After years of restrictions, Chinese travelers are back, seeking unique, high-quality experiences around the globe. Their preferences have changed, and understanding their needs is now more critical than ever.

At Gentlemen Marketing Agency, we’ve spent years helping tourism professionals connect with the Chinese market, developing strategies that drive results.

In this guide, you’ll learn how we help destinations stand out, attract Chinese tourists, and turn their wanderlust into your business success.

Chinese Tourism Market Overview

The landscape of Chinese outbound tourism is unfolding a new chapter. After three arduous years of standstill, there’s a palpable buzz in the air. While 2023 has witnessed a surge in domestic escapades, courtesy of factors like passport availability, the priciness of air tickets, and lingering safety apprehensions, the itch to travel beyond borders is unmistakably returning.

The numbers from FDI Intelligence bring this narrative into sharp focus. A tally of 40.3 million Chinese travelers ventured out from China in the first trimester of 2023. Stack that against the whopping 154.6 million in the corresponding frame of 2019, and it’s evident that the runway to pre-COVID figures is still expansive.

And what does the future look like? The Economist Intelligence predicts that by early 2024, the number of Chinese people traveling abroad will match and possibly surpass 2019 levels. But a full return to the old travel buzz? That’s likely by 2025.

Now, why does this matter? Remember, in 2019, not only did the Chinese travel a lot (154.6 million trips, to be exact) but they also spent big – nearly $255 billion, according to the United Nations World Tourism Organization. The world is eagerly waiting for China’s big travel comeback!

In 2024 Chinese Tourists: Poised to Dominate Global Spending

The latest Global Travel Report from World Travel Market (WTM) London and Tourism Economics projects that Chinese tourists are on track to become the top global spenders in the next decade. By 2033, their spending is expected to exceed a staggering $400 billion, driven by China’s booming middle class and an increasing desire for international travel. This marks China as a key player in shaping the future of global tourism.

Who are the Chinese tourists traveling in 2023?

It’s no secret – the Chinese traveler is now a game-changer in global tourism. But what’s changed since 2019? Well, today’s Chinese tourists are a curious blend of adventure-seekers, digital nomads, and connoisseurs of authenticity.

They’re not just satisfied with the ‘regular’ anymore. Instead, they’re chasing the Northern Lights in Iceland, diving deep into the street-food culture of Bangkok, or backpacking through the uncharted terrains of South America. It’s all about unique, social media-worthy moments now.

Millennials and Gen Z

Let’s talk about the real trendsetters in travel — the Millennials and Gen Z. Post-2019, their influence on the travel scene has been nothing short of revolutionary. Armed with smartphones, a desire to break away from the traditional, and an unmatched enthusiasm for ‘living in the moment‘, these young Chinese generations are redefining travel norms.

They’re more likely to book a last-minute trip based on a viral social media post or a friend’s recommendation. Boutique hostels, sustainable travel, immersive workshops, or even digital detox retreats, they’re championing it all. For them, travel is not just about the destination; it’s about the story, the journey, the local interaction, and the memories they create. Their evolved preferences underscore a significant shift in the travel industry, reminding businesses to stay agile, innovative, and genuine.

The Golden-age adventurers

Now, here’s the surprise element – seniors! They’re not just sitting at home watching travel shows. With the perfect mix of time, money, and an unquenchable thirst for life, they’re stepping out, big time. Think about a 65-year-old tasting wine in the Tuscan countryside or learning to dance the Tango in Buenos Aires. The bucket list just got longer and more exciting for this older generation, merging the comfort they love with fresh, exhilarating experiences.

Preferred destinations: where the new Chinese tourists are venturing

Mapping the preferred destinations of the contemporary Chinese traveler paints an intriguing picture. While iconic cities like Paris, London, and New York still charm many, there’s a noticeable tilt towards uncharted territories and less-commercialized gems. From the serene landscapes of New Zealand and the cultural tapestry of Morocco to the modern allure of South Korea, there’s an expansive bucket list in play.

And let’s not forget regional favorites; countries like Thailand, Japan, and Vietnam continue to ride high on the popularity charts, offering a blend of familiarity and novelty. Moreover, eco-tourism spots and destinations offering wellness retreats are gaining traction. Essentially, the destination map has evolved from the clichéd hotspots to a mix of classic and fresh, echoing the diverse tastes of the new-age Chinese traveler.

How to Attract Chinese Outbound Tourists

Attracting Chinese customers will be impossible without digital marketing. Chinese shoppers rely on reviews and recommendations, and so do many Chinese tourists. This is why, branding, e-reputation, and Chinese social media marketing are the aspects you should focus on to attract more Chinese tourists to your destination or products.

Digital Landscape: Platforms and Opportunities

China’s digital domain is vast and varied, providing a myriad of opportunities for marketers aiming to tap into the evolving travel desires of the Chinese. Harnessing these platforms can significantly elevate your visibility among potential Chinese travelers.

Social media platforms

China’s social media scene is vibrant and dynamic. Platforms like WeChat, Douyin, and Xiaohongshu have become household names and daily staples. WeChat isn’t just a messaging app; it’s an entire ecosystem where users chat, shop, and get their daily dose of news.

Douyin offers snappy, engaging videos – perfect for giving a sneak peek of a destination or an experience.

Xiaohongshu, on the other hand, combines social media with e-commerce, creating a platform where users share their personal stories, travel experiences, and product recommendations.

Then there is also Weibo, a micro-blogging app similar to Twitter, where attracting Chinese tourists becomes easy thanks to the virality of content and a big portion of influencers with huge Chinese travellers following.

Having a presence and active strategy on these platforms is essential to make a mark.

Baidu SEO: Why it Matters

While Google reigns supreme globally, Baidu holds the fort in China. Ensuring your travel offerings rank high on Baidu is a game-changer. But remember, it’s not just about direct translations. Content needs to resonate with Chinese culture, sensibilities, and preferences. Dive deep, understand their queries, and craft content that not only answers but engages.

Having a website in Chinese is probably the first action required to make yourself known to your customers.

AigueMarine’s website in Chinese shows pictures of France, High-End travel, lifestyle, and shops, to pique the interest of Chinese travelers due to their love for shopping when traveling to the land of luxury designer goods. AigueMarine is the leading Luxury Travel Agency for Europe for Chinese high-end Clients.

The best is to have your site hosted in China, for faster loading. It is crucial to have visitors on your website to arouse their interest, and it must attract visitors by SEM (pay-per-click, banners …) or SEO, and talk about your website on forums.

Leverage OTAs (Online Travel Agents)

When it comes to travel planning and booking, many Chinese travelers lean on OTAs like Ctrip and Qunar. These platforms are more than just booking sites; they’re comprehensive travel guides with reviews, recommendations, and insights. Partnering with them, offering special packages, or even running promotional campaigns can make your destination or offering stand out from the crowd.

Paint vivid tales with video content

If a picture is worth a thousand words, imagine the storytelling potential of a video. For the Chinese traveler, videos aren’t just promotional tools; they’re windows into potential adventures, beckoning them to step in. Here’s how to craft impactful video content that resonates with this audience:

The Allure of Short Videos

In the era of instant gratification, platforms like Douyin have popularized the trend of bite-sized video clips. Think of them as your elevator pitch – a few seconds to dazzle with glimpses of a scenic vista, a cultural dance, or a vibrant street market. These snippets ignite curiosity, making viewers yearn for more.

Dive Deep with Longer Videos

While short videos tease, longer formats narrate. This is your canvas to paint detailed tales about your offering. From showcasing the intricate routines of a local artisan to unveiling the historical layers of a monument, longer videos encapsulate the essence of a place, giving travelers a comprehensive insight.

Real-Time Connection: Live Streams

Live streaming bridges the digital gap, forging immediate connections. It’s the thrill of the ‘here and now’ – be it a live walkthrough of a serene village, the festive spirit of a local celebration, or an interactive session answering travel queries. The raw, unfiltered nature of live streams cultivates trust and inclusivity.

In the realm of travel marketing, videos are the storytellers. By blending these formats, you’re not merely advertising but weaving tales that captivate, resonate, and prompt the Chinese traveler to script their own stories with you.

Collaborations and Partnerships: Crafting the Right Message

The Chinese travel market is not just vast but also incredibly nuanced. Success hinges on not only understanding these nuances but also on the strategic collaborations and partnerships you form. These alliances help in crafting messages that resonate deeply, ensuring your offerings don’t just reach the target audience but also captivate their imaginations.

Influencer Collaborations

Key Opinion Leaders (KOLs) wield an impressive influence in China. Their word often carries more weight than traditional advertisements. Why? Trust. Their followers regard them as genuine, relatable figures who offer honest opinions.

Collaborating with the right influencers can catapult your destination or product into the limelight. But remember, it’s not about sheer follower count. Choose KOLs whose ethos aligns with your brand, and craft campaigns that seamlessly merge authenticity with aspiration.

Joint Ventures with Local Entities

Diving into a partnership with a local entity, be it a travel agency or a tourism board, can amplify your reach and relevance. These entities inherently understand the Chinese traveler’s psyche and can help tailor your offerings to match local expectations.

Moreover, such joint ventures can elevate the credibility of your destination or product, positioning it as not just another option but a preferred choice. When embarking on these partnerships, ensure there’s a shared vision and a clear understanding of mutual goals.

The Role of Technology in Captivating Chinese Tourists

In today’s hyper-connected age, technology is more than just a tool—it’s a conduit that bridges aspirations with experiences. For brands and destinations eyeing the Chinese market, leveraging technological advances can be the difference between fading into the background and becoming the first choice.

Digital Payments

Cash is steadily becoming passé. The modern Chinese traveler, accustomed to the ease of digital payments at home, expects the same convenience abroad. By integrating popular platforms like Alipay and WeChat Pay, you not only meet the expectations of Chinese consumers but also foster a sense of familiarity. It’s simple: make the transaction process smooth, and you’ve already enhanced their overall experience.

Augmented Reality (AR) and Virtual Reality (VR) Experiences

The world of AR and VR isn’t just for gamers. Offering potential travelers a glimpse of what awaits them through virtual tours or interactive previews can be a game-changer. It’s like giving them a taste, making them yearn for the full experience. Imagine letting someone stroll through a scenic village or explore a luxury suite from their living room—then imagine the allure of experiencing it firsthand.

Mobile-First Approach

Desktops have their place, but when targeting Chinese tourists, mobile is king. A significant chunk of online interactions, be it social media, browsing, or bookings, happen via smartphones. Ensuring your websites, ads, and other online touchpoints are optimized for mobile can greatly enhance user experience. It sends a clear message: “We value your convenience.”

Seasonal and Holiday Campaigns: Riding the Waves of Festive Fervor

Every culture has its calendar of celebrations, but when it comes to Chinese holidays, the surge in travel and consumer activity is unparalleled. By aligning campaigns with these festive peaks, brands can position themselves perfectly in the vision of enthusiastic travelers, eager to make the most of their holidays.

Tapping into Chinese Festivals

Key festivals like the Lunar New Year and Golden Week aren’t just traditional celebrations; they mark some of the busiest travel periods in China. During these times, cities transform, families reunite, and millions are on the move.

By understanding the significance and traditions associated with each festival, destinations and brands can craft experiences that resonate deeply. For instance, during the Lunar New Year, when families come together, offering travel packages that cater to multigenerational groups can be a winning move.

Special Packages and Deals

Every traveler loves a good deal, and the sentiment amplifies during holiday seasons. By creating packages or promotions tailored to these periods, businesses can not only attract more visitors but also enhance their stay. Imagine a Mid-Autumn Festival package that includes a mooncake-making workshop or a Golden Week deal that offers an extra night free. Such offerings don’t just appeal to the pocket; they add a layer of memorable experiences to the traveler’s journey.

Let Gentlemen Marketing Agency Be Your Guide to the Chinese Tourist

Navigating the vast and intricate Chinese tourism market might seem daunting. But with the right partner by your side, you can turn this challenge into a journey of success. Here’s where Gentlemen Marketing Agency comes into the picture.

• Deep Expertise: Navigate the Chinese tourism market confidently with our seasoned understanding of evolving preferences and trends.
• Holistic Solutions: From video content to targeted festival campaigns, we amplify your presence on platforms like WeChat, Douyin, and Baidu.
• Localized Strategy: Craft a story that resonates. We integrate cultural nuances, language precision, and local trends to appeal directly to the Chinese traveler.
• Collaborate with the Best: Don’t leave your success to chance. Partner with us and journey straight to the heart of the Chinese tourist.

Don’t leave your venture to chance. Collaborate with a partner who’s walked this path, celebrated successes, and learned from challenges. Let’s journey together, carving a roadmap that leads straight to the heart of the Chinese tourist.

Contact Gentlemen Marketing Agency today, and let’s transform your aspirations into tangible triumphs.

China’s OTA market is one of the largest and most booming market in the world, driven by a tech-savvy Chinese consumers, a growing middle class, and a robust domestic tourism sector.

Key Data on the OTA Market in China

• Market Size: The Chinese OTA market was valued at approximately $150 billion in 2023, with continued growth expected in the coming years.
• Dominant Platforms: Major players like Ctrip (Trip.com Group), Qunar, Fliggy (Alibaba’s travel platform), and Mafengwo dominate the landscape.
• Mobile Penetration: Over 80% of bookings are made via mobile apps, highlighting the importance of mobile-first strategies.
• Domestic Travel Focus: Domestic tourism accounted for 90% of OTA bookings in recent years, driven by China’s “zero-COVID” policies and a strong preference for local travel experiences.
• Adventure and Niche Travel: Younger consumers (Gen Z and Millennials) are increasingly booking personalized and adventure-oriented travel experiences.

Trends in the Chinese OTA Market

1⃣ Rapid Recovery of Domestic Travel

• With loosened travel restrictions, the domestic travel market has seen a strong rebound, with travelers seeking unique and off-the-beaten-path destinations.
• Rural tourism and eco-tourism are trending as consumers seek more meaningful travel experiences.

2⃣ Short-Haul Travel Dominates

• Weekend getaways and short-haul trips have surged in popularity, driven by flexible work arrangements and pent-up demand.

3⃣ Rise of “Travel +” Experiences

• Consumers are looking for more than just transportation and accommodation. OTAs are expanding to offer bundled experiences such as dining, entertainment, and cultural tours.

4⃣ Influencer-Driven Travel

• Platforms like Douyin and Xiaohongshu heavily influence travel decisions, with OTAs integrating KOL content into their offerings.
• User-generated content showcasing real travel experiences is becoming a key driver for bookings.

5⃣ Seamless Tech Integration

• Advanced technologies like AI and big data are being used to personalize travel recommendations.
• OTAs are adopting voice search, chatbots, and real-time booking capabilities to enhance user experience.

6⃣ Expansion of Cross-Border Travel

• As international travel resumes, OTAs are heavily promoting cross-border destinations, especially in Southeast Asia and Europe, to cater to outbound travelers.

7⃣ Loyalty Programs and Ecosystem Play

• OTAs like Ctrip are building comprehensive ecosystems by integrating hotels, flights, car rentals, and local services, incentivizing repeat bookings through loyalty programs.

Key Takeaways for Businesses in the OTA Space

• Focus on Mobile Optimization: With the majority of bookings happening on mobile, a seamless app experience is critical.
• Leverage Social Commerce: Collaborate with influencers and integrate content marketing into platforms like Douyin and Xiaohongshu.
• Offer Personalization: Use data-driven insights to curate travel packages that cater to specific demographics and preferences.
• Promote Sustainability: Highlight eco-friendly travel options to tap into the growing demand for responsible tourism.
• Strengthen E-Commerce Capabilities: Integrate payment solutions like WeChat Pay and Alipay to simplify transactions.

Top 10 Famous OTAs in China

Here are the most popular Online Travel Agencies (OTAs) in China, known for revolutionizing how Chinese travelers plan, book, and experience their trips:

1. Ctrip (Trip.com Group)

• Overview: China’s largest OTA and a global leader in travel services. Ctrip offers flights, hotels, train tickets, tours, and car rentals.
• Why It’s Popular: Known for its comprehensive offerings and user-friendly interface. It also provides services in multiple languages for international travelers.

2. Qunar

• Overview: A subsidiary of cTrip.com Group, Qunar focuses on price comparisons for flights, hotels, and vacation packages.
• Why It’s Popular: Offers competitive pricing and is favored by budget-conscious travelers.

3. Fliggy (Alibaba’s Travel Platform)

• Overview: Fliggy, under the Alibaba Group, is a platform where users can book flights, hotels, and tickets for attractions worldwide.
• Why It’s Popular: Seamless integration with Alipay for payments and loyalty points from Alibaba’s ecosystem make it a convenient choice.

4. Mafengwo

• Overview: A community-driven platform specializing in user-generated travel content, guides, and reviews. Mafengwo.cn
• Why It’s Popular: Known for detailed itineraries and insights from real travelers, making it a go-to for self-guided trip planning.

5. Tongcheng-Elong

• Overview: A leading OTA for transportation and accommodation bookings, particularly popular in smaller cities and rural areas.
• Why It’s Popular: Its affordability and partnerships with local travel services appeal to travelers in Tier 2 and Tier 3 cities.

6. Meituan Travel

• Overview: Part of Meituan, China’s super app for food delivery and services, Meituan Travel offers hotel bookings, tickets, and group tours.
• Why It’s Popular: Convenient for users already on Meituan for other services, with competitive deals on local travel. meituan

7. Tuniu

• Overview: Focuses on vacation packages, including group tours and customized travel solutions for domestic and international destinations. Tuniu.com
• Why It’s Popular: Its wide range of packages and strong offline customer support network make it a reliable option.

8. LY.com

• Overview: LY.com specialist in theme park tickets, attraction bookings, and transportation services.
• Why It’s Popular: Known for discounts and easy access to popular tourist attractions across China.

9. Baidu Travel

• Overview: Baidu Travel leverages Baidu’s search engine data to provide curated travel content and booking options.
• Why It’s Popular: Integration with China’s leading search engine gives it strong visibility and personalized recommendations.

10. LVmama

2 factors explain the booming of online travel business

With the structure of China’s online travel market is increasingly stable, this means the proportion of online airline booking is declining in fluctuation.

There is one obvious reason that with the improvement of Chinese people’s live standards, they are more likely to pursue leisurely vacations rather than the routine scenic spot sightseeing. On the other hand, technology is evolving and enhancing at a high speed, such as the tourists can arrange almost every preparation online before the tour, like booking the ticket in the online shop; tourists also can travel faster by high-speed rail.

How to dominate online travel market in China?

Localize for the Chinese Audience

It is initial establish the official website and make it visible on the top of the list you can search on Baidu through keywords. However, it is important to realize that the ways of thinking differ from Western people to Chinese people.

Only establishing a website in China with localized content can attract more and more Chinese people. So it is essential to work with the Chinese team to work on the Chinese version of the agency, which can bring more and more traffic and clicks.

Better to adapt your communication, avoid emails in China use WeChat instead

GMA used to work with more than 300 International tourism agencies such as Aiguemarine Paris, Tour from Bali, CroisiEurope, Only Lyon…..

We are the leader in the Digital Tourism Industry.

Invest Seo on Baidu

It is very effective to do the marketing and advertise through search engines. Among lots of search engines, Baidu is the only one Chinese people think first and widely utilized by Chinese people, which is by far the most powerful leader in the Chinese search engine market, with nearly 80% market share.

For an instance, GMA helped Tourism in Peru enter the Chinese market. Tourism in Peru makes up the nation’s third-largest industry, behind fishing and mining. GMA and the Peru Tourism Bureau team are responsible for managing China’s tourism promotion activities. The purpose is to increase Peru’s popularity as a tourist and leisure destination in China, increase Chinese tourists’ visits to Peru and experience Peru’s exotic culture.

GMA resolved to adopt several solutions to help it with its reputation, such as PPC Campaign, gaining E-Reputation, and SEO on Baidu. Eventually, GMA helped Tourism in Peru achieve its first ranking on Baidu page and increased its visibility on the search engine.

Use SEM at the beginning

Because the target customers are basically Chinese tourists, your travel agency website need to be visible on SEO when people use some Mandarin keywords to do the research. It is also a good way to rely on PPC. The effectiveness of PPC depends on the sector, often either high-value investments or relatively low-scale purchases will thrive on Baidu PPC, like some travel agencies…

Chinese Social media platforms for Tourism

As Chinese people cannot leave without social media nowadays, advertising on various Chinese social media platforms is very effective.

Top Social Media Platforms for Tourism in China

China’s digital landscape is unique, and for tourism businesses looking to attract Chinese travelers, leveraging the right platforms is crucial.

The top social media platforms for tourism in China and tips on how to use them effectively.

1⃣ Xiaohongshu (Little Red Book)

Introduction:

• Xiaohongshu is a highly visual social commerce platform where users share travel tips, lifestyle content, and product reviews.
• It is a trusted platform for travel inspiration, especially among Millennials and Gen Z.

Key Data:

• Over 200 million monthly active users.
• 70% of users are female, primarily aged 18-35.
• Tourism-related content, such as destination guides and travel tips, is one of the most popular categories.

Tips to Use Xiaohongshu for Tourism:

• Create Visual Content: Post high-quality images and short videos showcasing attractions, accommodations, and experiences.
• Partner with KOLs and KOCs: Collaborate with influencers to share authentic reviews of your destination or service.
• Use Trending Hashtags: Incorporate hashtags like #旅游攻略 (Travel Guide) or #目的地推荐 (Destination Recommendations) to increase discoverability.
• Highlight Unique Experiences: Post content about niche or unique activities that resonate with adventure seekers or luxury travelers.

2⃣ Douyin (China’s TikTok)

Introduction:

• Douyin is China’s leading short-video platform, perfect for showcasing dynamic, engaging travel experiences.
• It excels at viral marketing and storytelling through visual content.

Key Data:

• Over 700 million daily active users.
• Users spend an average of 90 minutes per day on the platform.
• Travel-related content attracts millions of views, with live streaming playing a key role in engagement.

Tips to Use Douyin for Tourism:

• Create Short, Engaging Videos: Highlight exciting moments, such as scenic drone shots, cultural events, or food experiences.
• Run Live Streams: Host real-time tours of destinations, allowing viewers to interact and ask questions.
• Leverage Challenges and Trends: Use trending sounds and filters to create relatable, shareable content.
• Collaborate with Travel Vloggers: Partner with influencers who specialize in travel to showcase your destination to their followers.

3⃣ WeChat

Introduction:

• WeChat is an all-in-one platform combining social media, messaging, and e-commerce.
• It is ideal for engaging travelers throughout their journey, from research to booking and post-trip sharing.

Key Data:

• Over 1.26 billion monthly active users.
• 80% of Chinese travelers use WeChat to plan their trips.
• Popular for Mini Programs and in-app payments.

Tips to Use WeChat for Tourism:

• Create an Official Account: Share destination guides, promotions, and news updates to engage followers.
• Develop Mini Programs: Build mini apps for travel booking, destination information, or itinerary planning.
• Leverage WeChat Pay: Offer seamless payment options for bookings and in-destination purchases.
• Push Notifications: Send updates about events, special deals, or travel tips directly to users.

4⃣ Mafengwo

Introduction:

• Mafengwo is a specialized platform for travel reviews, user-generated content, and itineraries.
• It functions as a travel community, where users share personal experiences and recommendations.

forums of independent travellers

If you want to know what is on Chinese minds about traveling, it is better to check the local online forums. The most popular of these forums for discussion based on travel at present is TuNiu.

Even small pieces of information can be useful, as Chinese tourists are very difficult. For example, 2017 there was an unexpected increase of 3,500% in the number of tourists traveling to Morocco from China. Indeed, images have been published on Weibo showing groups of Chinese tourists taking photos in Morocco. Subsequently, there was a sudden influx of Chinese tourists into Morocco.

Key Data:

• Over 130 million users.
• More than 5 million travel guides and 10 million reviews on the platform.
• A favorite for self-planned travelers seeking detailed insights.

Tips to Use Mafengwo for Tourism:

• List Your Services: Ensure your destination, hotel, or attraction is listed on the platform with complete details.
• Encourage Reviews: Invite visitors to leave detailed reviews about their experiences.
• Advertise on Mafengwo: Use targeted ads to reach users searching for related destinations or services.
• Contribute Content: Publish travel guides, itineraries, and tips to establish authority and visibility.

Key Takeaways

1. Xiaohongshu (Little Red Book): Perfect for visual storytelling and building trust through influencer collaborations.
2. Douyin: The go-to platform for viral, short-form video content and live engagement.
3. WeChat: An all-in-one tool for managing customer relationships, from awareness to bookings.
4. Mafengwo: Ideal for reaching self-guided travelers with detailed reviews and itineraries.

Pro Tip: Combine these platforms for an integrated digital marketing strategy. For example, use Douyin for buzz, Xiaohongshu for inspiration, WeChat for bookings, and Mafengwo for reviews and reputation.

Weibo used to be popular sharing images and content with a wider audience. It is not effective anymore

Work with influencers, Yes or No

Influencers have become a powerful tool for tourism marketing in China. Many influencers command thousands of followers on Chinese social media platforms. They will share your messages with their fans and write articles about your company. Chinese customers tend to trust the opinions of these influencers more.

Problem Cost: 5k$ average spending.

Promote in right time

The Chinese do not have the same holiday periods as in the West. The Chinese actually have several major holidays throughout the year. Although there are many long weekends during the year, there are two major holiday periods:

The first is the Chinese New Year. During the Chinese New Year, most people in China go home to celebrate with their families but more and more choose to travel instead. The second festival is the national holiday. If one counts both domestic and international travel, then nearly 600 million Chinese were on vacation during this period the last annex.

Contact-us to discuss your project in China

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Live streaming in tourism has become a significant trend among Chinese tourists, transforming traditional travel experiences into interactive, digital, and real-time engagements. This trend capitalizes on the popularity of live streaming platforms like Douyin, Kuaishou, and Bilibili, and reflects the preferences of a tech-savvy, younger audience.

Here’s the GMA overview of how live streaming is used in tourism among Chinese tourists:

1. Real-Time Travel Experiences

• Virtual Tours: (hot) Live streaming allows tourists to explore destinations virtually. Travel influencers or local guides broadcast live from various attractions, providing viewers with a real-time experience of the location. This is especially popular for international destinations that viewers may be considering for future travel.
• Interactive Exploration: Viewers can request the influencer to visit specific parts of an attraction, ask questions about the location, and get immediate responses, making the experience interactive and personalized. read more

2. Enhancing Destination Appeal

• Showcasing Local Culture: Live streams often feature local festivals, cuisine, markets, and cultural performances, giving potential tourists a taste of the local lifestyle and enhancing the destination’s appeal.
• Seasonal Highlights: Broadcasters can showcase seasonal attractions, such as cherry blossoms in Japan (hot) , the Northern Lights in Scandinavia, or Yunnan top festival which can attract tourists during specific times of the year.

3. Marketing and Promotions of businesses

• Hotel and Service Reviews: Live streaming is used to review hotels, resorts, and other tourist services. Influencers walk through accommodations (hot) discuss amenities, and often negotiate real-time deals or discounts for their viewers.
• Promotional Campaigns: Tourism boards (like Thailand) and travel agencies collaborate with influencers to promote specific destinations or tourism products via live streams, often integrating viewer discounts or giveaways to boost engagement.

4. Business Impact

• Direct Bookings: Influencers can drive direct bookings by providing booking links or QR codes during their broadcasts, effectively turning the live stream into a direct sales channel.
• Support for Local Businesses: Live streams can bring attention to local businesses and hand crafts (hot), helping small operators reach a broader audience, which is particularly valuable in less touristy areas.

5. Building Trust : necessity in China

• Authentic Experiences: Viewers value the authenticity of live streams, where the unedited presentation of the travel experience can build trust and influence travel decisions more effectively than traditional advertising.
• Real-Time Feedback: Immediate reactions and comments during the live stream provide feedback to both the broadcaster and the audience, enhancing credibility and trust in the information presented.

6. Social Interaction and Community Building

• Community Engagement: Live streaming creates a sense of community among viewers, who can share their travel experiences and tips in real-time. This communal aspect can significantly enhance user engagement and loyalty to the streaming platform or the influencer.
• Follow-Up Content: Influencers often create follow-up content based on their live streams, such as detailed travel guides or Q&A sessions, further engaging their audience. KOL can crfeate better video explain Philip Chen

7. Challenges and Considerations

• Connectivity Issues: Reliable internet access is crucial for live streaming, which can be a challenge in remote or less developed tourist destinations.
• Privacy and Permissions: Live streamers need to navigate privacy concerns and local regulations regarding filming in public and private spaces.

The integration of live streaming in tourism among Chinese tourists is a testament to the evolving landscape of travel, where digital connectivity and interactive experiences are becoming just as important as the physical journey.

Douyin (Tiktok)

Douyin, the Chinese version of TikTok, is a leading short-video and livestreaming platform that has become increasingly popular for promoting tourism. By offering tools that allow users to create engaging, creative, and interactive content, Douyin has become a key channel for travel influencers, tourism boards, and businesses to reach a vast audience. The platform supports live broadcasts, which tourism marketers use to showcase destinations in real-time, providing virtual tours, cultural experiences, and interactive Q&A sessions to engage potential travelers. The integration of e-commerce functionalities also allows viewers to book travel experiences directly during livestreams, making it a powerful tool for driving tourism-related sales and increasing visitor engagement with destinations.

Top livestreamer “Crazy” Little Brother Yang has been actively engaging with the travel livestream sector, recently targeting Dong Yuhui, who has dedicated his channel, Walking with Hui, to travel content since its inception. The travel industry has seen a rapid, though uneven, recovery since last year. Notably, during the Dragon Boat Festival from June 8-10, travel surged with over 600 million domestic trips recorded, marking a 9.4% increase from the same period in 2023.

Philip Chen, founder of GMA explain that the power of Douyin (TikTok) to captivate Chinese tourists and turn your tourist site into their next must-visit destination.

1. Visual Feast : Craft stunning videos that bring your destination to life. Show off breathtaking views, dive into unique cultural experiences, and highlight exciting activities. It’s about giving a sneak peek into the adventure that awaits!
2. Get Interactive : Use Douyin’s playful features like polls, quizzes, and interactive stickers to spark viewer participation. Ask about their travel dreams or what excites them about your spot. This not only ramps up engagement but also provides insights into your audience’s preferences.
3. Collaborate and Conquer: Team up with influential KOLs who resonate with travel and lifestyle enthusiasts. Their endorsement can amplify your message and reach.
4. Create a Buzz with Hashtags: Kickstart a hashtag challenge that invites users to post their own experiences—be it memories or bucket list entries related to your site. This can set off a sharing frenzy, boosting your visibility and drawing more eyes to your destination.

Employ these strategies on Douyin and watch your tourist spot become the talk of the town among Chinese travelers!

Kuaishou

The Tourism Authority of Thailand (TAT) has partnered with Kuaishou, a leading short video-sharing platform based in Beijing, to organize a unique travel event for 20 key opinion leaders (KOLs) and approximately 50 crew members from China. This initiative, named “Travel Adventures Thailand Episode,” aims to showcase the high-quality tourism products and services available in Phuket, Krabi, and Phang-nga through a series of livestreams.

The event is tailored to appeal to various Chinese travel demographics including hyper millennials, families, individuals on workations, and affluent older adults, emphasizing the luxury and exclusivity of the travel experiences available. The livestreams will feature a diverse array of attractions in Southern Thailand, highlighting everything from its stunning beaches and islands to local cuisine, cultural offerings, and community-based tourism.

This livestreaming journey is anticipated to reach an audience of 50 million users, encouraging more Chinese tourists to visit these destinations, facilitated by direct flights to Phuket from Beijing and other major cities in China.

Kuaishou boasts a significant daily user base of 363 million and a monthly user base of 626 million, offering extensive exposure for this promotional travel venture.

Fliggy

Fliggy officially launched  “the house travel plan” with nearly a thousand tourism businesses and KOL’s from more than 30 countries and regions.

They will continue to bring users with more than 100 global live streaming activities every day. On Feb 23, nine well-known museums in China, including the China national museum and Sanxingdui museum, will also log on to  Taobao live streaming, allowing users to visit museums online.

China’s tourism industry will “retaliatory rebound”

According to the spokesperson of Fliggy: the merchants who actively use live streaming function can not only keep in touch with their fans but also issue coupons through live streaming, which has already identified a batch of post-epidemic travel needs.  There is no doubt that customers’ demands are still existing.

The demand for travel will not disappear completely because of the coronavirus. When the turning point comes, the epidemic will gradually become the past, and China’s travel industry will retaliatory rebound. By targeting users’ travel needs in advance through live streaming, platforms and businesses can enjoy greater profits in this wave of “retaliatory rebound”.

Data from Fliggy show that during the outbreak of the coronavirus, the time for users to view online travel texts, pictures, destination guides, live streaming, and other content continued to extend; Obviously, people’s demand for travel is still very strong, how to seize this demand is the primary concern of platforms and businesses, and live streaming is a good method.

Live streaming will bring new opportunities to the tourism industry

As a matter of fact, Fliggy has already started the live streaming service before the outbreak of the coronavirus, and some results have been achieved. According to the data provided by Fliggy, in 2019, they had more than 26,000 live shows, of which commercial live shows accounted for nearly 80%, and set a record of more than 6 million views in one show.

Besides, in addition, to live streaming for users, Fliggy also launched corresponding live streaming of lectures for merchants to help them better prepare for future development.

The coronavirus will eventually end, and what platforms and businesses need to do is build momentum to generate a quick rebound and even faster growth when hope comes.

Read also : Marketing to chinese tourists travelers

further readings :

Top Destination Marketing Strategies to Attract More Chinese Outbound Tourists (update 2020)

Africa: the new hot destination for Chinese tourists

How to Use Live Streaming in China to Attract Tourists to a Destination?

Chinese tourists’ enthusiasm and growing purchasing power have fueled this surge in interest. Trip.com Group, formerly known as Ctrip, has reported a 200% increase in interest in the Maldives as a holiday destination.

Additionally, reservations for Maldives-related goods have seen a 50% month-over-month increase since February 6. The Maldives has also ranked among the top five international vacation destinations for group tours and self-guided tours on the marketplace.

Even before the pandemic, the Maldives had already captured the hearts of Chinese tourists with its exotic and beautiful collection of over 1000 islands in the Indian Ocean.

The Chinese Tourist Market Overview

The Chinese tourist market is diverse and consists of individuals with varying age ranges, income levels, and interests. However, they all share a strong interest in popular travel destinations, mobile payments, and social media usage.

In 2023, there is expected to be a recovery in the market, particularly in the second and third quarters of the year. During these months, Chinese tourists are anticipated to travel the most due to the summer season and resolved visa issues.

Chinese travellers have historically been the world’s biggest spenders in tourism, with many Chinese tourists investing significant amounts of money on overseas trips. In 2019, Chinese travelers took 154.6 million trips abroad and spent nearly $255 billion, according to the United Nations World Tourism Organization.

It is predicted that Asian countries will be the preferred destinations for Chinese tourists, as they are more easily accessible from China. However, there is also an expected increase in the number of Chinese travelers visiting Europe, the United States, and the Maldives towards the end of the year.

Discount Culture and Storytelling

The fake honeymoon story shocked Chinese people. To get a discount, some Chinese people pretend to be coupled enjoying a honeymoon in the Maldives. Hotels, agents, and resorts offer special rooms, discounts, or free lunches for new couples. Special offers usually include free meals, a complimentary visit to a spa and can include a basket of fruit or a bottle of champagne.

Most resorts require tourists to apply within six months of their marriage date. But marriage certificates can be easily manipulated on computers, and agents don’t have to break a sweat faking documents for clients.

Fake certificates & the fake honeymoon increase has been criticized by Chinese netizens. To get more customers, Chinese travel agencies are encouraging or even assisting their clients to forge fake marriage documents for honeymoon packages offered by Maldives travel agencies.

This is one of the reasons why Maldives became so popular and more Chinese tourists heard about this place from social media platforms.

Chinese Typical Tourist vs Chinese Rich Tourist

Chinese typical tourists and Chinese rich tourists can be differentiated based on their travel preferences, spending habits, and overall travel experiences.

Travel Preferences

Chinese typical tourists often prefer budget-friendly options and may choose to visit popular tourist attractions, such as historical sites, cultural landmarks, and natural wonders. They might participate in group tours and follow pre-planned itineraries.

Chinese rich tourists, on the other hand, have the financial means to indulge in luxury travel experiences, growing the appetite for the premium Chinese outbound tourism market. They may opt for private tours, personalized itineraries, and exclusive accommodations. They might also seek unique and off-the-beaten-path destinations, focusing on personalized and high-end experiences.

Spending Habits

Chinese typical tourists tend to be more budget-conscious and look for affordable options when it comes to transportation, accommodation, and dining. They may prioritize shopping for souvenirs and local products as part of their travel experience.

Chinese rich tourists have higher spending power and are willing to splurge on luxury goods, high-end shopping, fine dining, and exclusive experiences. They may also invest in high-quality accommodations, private transportation, and personalized services.

Travel Experiences

Chinese typical tourists often travel in larger groups, following organized itineraries and visiting popular tourist spots. They might have limited interaction with locals and focus more on capturing photos and experiencing well-known attractions.

Chinese rich tourists, on the other hand, have the opportunity to explore destinations more extensively. They may have access to exclusive experiences, such as private tours, VIP access to attractions, and personalized services. They might also engage in cultural activities, interact with locals, and seek immersive travel experiences.

How to Attract Chinese Tourists to Your Resort, Hotel, or Agency?

Establish partnerships with local Chinese agencies

Partnering with Chinese travel agencies is a strategic move to attract affluent Chinese tourists to the picturesque destination of Maldives. By collaborating with these agencies, Maldives agencies can tap into their extensive network and expertise in promoting travel experiences to Chinese travelers.

The partnership allows for targeted marketing campaigns, tailored itineraries, and exclusive offers that cater to the preferences and interests of wealthy Chinese tourists.

Through this collaboration, Maldives can showcase its pristine beaches, luxury resorts, and unique cultural experiences, enticing Chinese travelers to explore and indulge in the beauty and luxury that Maldives has to offer.

Also, the vast majority of Chinese tourists travel in groups, led by local agencies. But what’s becoming more and more popular is individual travel, especially among the High Class of Chinese travelers. Travel groups always offer lower prices, but do not create that same sense of luxury that tailor-made itineraries and services.

Group travels are still popular because:

• Language barriers: many Chinese citizens are not able to speak English so they need a guide 
• Visa: agencies take care of everything and make it easier to get the VISA
• Fear of safety: most Chinese people are new travelers, and are afraid to explore out of their comfort zone.
• Groups: In Chinese culture, Chinese are used to doing things in larger groups.
• Price: traveling with a travel agency is much cheaper than traveling in a single or small group, and the Chinese are still sensitive to price.

How to reach your customers directly?

Chinese tourists use online tools to search for information or to book their trips.

The major efficient marketing tools used are:

• SEO: have good visibility on Baidu, the Chinese number one search engine.
• Community management: be on every influential Chinese travel platform.

They are suitable methods because:

1. They require a low initial investment,
2. Good ROI (Return on Investment)and measurable.
3. a wide range of media,
4. High levels of interactivity with the customer
5. All these factors make online promotion a big factor in the tourism sector
6. E-reputation control, get good comments and scores from forums or specialized websites
7. Communicate via Chinese social networks (like Weibo)

Create a Chinese Website for Brand Visibility

Chinese is the most spoken language in the world, and having a website in their native language makes it easier for Chinese visitors to understand the offerings and services available in the Maldives. It helps in building trust and providing a seamless experience.

Chinese tourists have unique preferences and cultural expectations. A Chinese website can showcase the Maldives’ understanding of their culture, customs, and preferences, which can make them feel more comfortable and inclined to visit.

China has a large population of affluent individuals who are interested in luxury travel experiences. By having a Chinese website, the Maldives can tap into this market and increase its visibility and accessibility to potential Chinese tourists.

A Chinese website allows the Maldives to establish a strong online presence in China’s digital landscape, including search engines, social media platforms, and travel booking websites that are popular among Chinese travelers. This increases the chances of being discovered and considered by interested individuals.

While having a Chinese website can be beneficial, it’s important to note that it’s just one component of an overall marketing strategy. Other efforts, such as targeted advertising, partnerships with Chinese travel agencies, and cultural exchange initiatives, can also play a significant role in attracting rich Chinese tourists to the Maldives.

PR (Press Relations) to Work on your Reputation

Press relations can play a crucial role in attracting Chinese tourists to the Maldives. Here are a few strategies that can be effective:

Develop relationships with Chinese media outlets

Establishing connections with popular Chinese media outlets, such as newspapers, magazines, and online platforms, can help promote the Maldives as a desirable tourist destination. Collaborate with journalists and influencers to create engaging content that highlights the unique attractions and experiences the Maldives has to offer.

Organize press trips and familiarization tours

Invite Chinese journalists, travel bloggers, and influencers to visit the Maldives on press trips. Showcasing the beauty of the islands, the luxury resorts, and the diverse marine life can generate positive coverage and create a buzz among potential Chinese tourists.

Leverage Chinese social media marketing

Utilize popular Chinese social media platforms like WeChat, Weibo, and Douyin to share captivating stories, images, and videos of the Maldives. Collaborate with Chinese influencers who have a significant following to spread the word about the destination and encourage their followers to visit.

Translate press releases and promotional materials

Ensure that all press releases, brochures, and promotional materials are translated accurately into Mandarin to effectively communicate with Chinese media outlets and potential tourists. This will help in conveying the key selling points and unique experiences available in the Maldives.

Engage with Chinese travel agencies and tour operators

Collaborate with Chinese travel agencies and tour operators to promote the Maldives as a preferred destination. Offer attractive packages and incentives to encourage them to include the Maldives in their itineraries and market it to their clients.

Social Media and E-Commerce Marketing

Chinese tourists are increasingly using social media and e-commerce platforms to plan and book their trips. To attract Chinese tourists to the Maldives, it is important to understand their preferences and effectively utilize these platforms. Here are a few strategies:

Chinese Social Media Presence

Establishing a strong presence on popular Chinese social media platforms like WeChat, Weibo, and Douyin (TikTok). Creating engaging content, share stunning visuals of the Maldives, and promote unique experiences and offers.

Key Opinion Leaders (KOLs) and Influencer Marketing

Collaborate with influential Chinese travel bloggers, vloggers, and celebrities who have a large following in China. They can create content featuring the Maldives and share their experiences, which can greatly influence Chinese tourists’ travel decisions.

Chinese Language Support

Have a website, booking platform, and customer service support available in Chinese. This will make it easier for Chinese tourists to navigate and understand the information, leading to a better user experience.

Special Promotions and Packages

Offer tailored promotions and packages specifically designed for Chinese tourists. This can include discounts, complimentary services, or unique experiences that appeal to their interests and preferences.

Mobile Payments

Chinese consumers are avid users of mobile payments, with a high percentage willing to spend more if overseas merchants accept Chinese mobile payment platforms such as Alipay. Additionally, a significant number of Chinese tourists have already utilized mobile payments while traveling abroad. Therefore, integrating these payment platforms into your business will not only cater to this market but also maximize tourist spending.

The KOL (Key Opinion Leaders) or Stars to let Chinese people dream

KOLs (Key Opinion Leaders)  have the power to influence the Chinese, they usually have big communities around them. Receiving good comments from them raise the profile of your services.

KOLs play also a significant role in attracting Chinese travelers to visit destinations like the Maldives. Here are a few examples of Chinese influencers who have promoted travel to the Maldives:

• Luo Yonghao (罗永浩): Luo Yonghao is a well-known Chinese entrepreneur and influencer who has a large following on social media platforms such as Weibo. He has shared his travel experiences in the Maldives, showcasing the beautiful scenery and luxurious resorts.
• Li Ziqi (李子柒): Li Ziqi is a popular Chinese YouTuber and influencer known for her videos showcasing traditional Chinese culture and rural life. Although she primarily focuses on lifestyle content, she has also featured her trip to the Maldives, highlighting the stunning beaches and underwater activities.
• Wang Junkai (王俊凯): Wang Junkai is a Chinese singer, actor, and influencer who has a massive following on social media platforms. He has collaborated with various travel brands and has shared his experiences in the Maldives, attracting young Chinese travelers to explore the destination.

These are just a few examples, and there are many more Chinese influencers who have promoted travel to the Maldives.

We are your local partner in China! Contact us!

Wealthy Chinese individuals have shown a growing interest in visiting the Maldives. The Maldives, with its pristine beaches, luxurious resorts, and unique cultural experiences, has become an attractive destination for affluent Chinese travelers.

The increasing number of direct flights, visa relaxations, and tailored services for Chinese tourists have further contributed to this trend.

The Maldives offers an exclusive and exotic getaway for those seeking a high-end travel experience.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

Now, when the Chinese tourists are back (hopefully for good), we present you with the ultimate guide to marketing your travel destination. A lot of things have changed since 2020 and Chinese citizens now have different expectations, habits, and travel plans than before.

In this post, we will provide valuable insights into the demographics of Chinese tourists, popular booking patterns, cultural differences, and social media usage. We’ll also share effective marketing strategies that cater to this audience’s unique interests while navigating potential challenges such as regulations and cultural sensitivities. So let’s dive right in!

The Chinese Tourist Market Overview

The Chinese tourist market is diverse, with varying age ranges, income levels, and interests, but all share a strong interest in popular travel destinations, mobile payments, and social media usage.

2023 is expected to bring recovery, especially in the second and third quarters of the year, when Chinese are expected to travel the most (during to summer months and the visa issues). Chinese international travelers had been the world’s biggest tourism spenders and Chinese shoppers were spending a lot of money on overseas trips. According to United Nations World Tourism Organization, in 2019 Chinese travelers took 154.6 million trips abroad and spent nearly $255 billion.

It is expected that the countries of first choice will be the Asian ones, as they are cheaper and easier to reach from China. But we can expect a growing number of Chinese travellers visiting Europe and the United States at the end of the year as well.

Demographics: Age, Income Level, And Interests

A significant share of Chinese tourists are Millennials who have more disposable income and a stronger desire for personalized travel experiences compared to previous generations.

You’ll also want to consider senior tourism due to the rapidly aging population and growing consumer demand from older adults seeking stress-free getaways or trips centered around their hobbies like photography or golfing. One successful example is Thailand promoting its affordable healthcare services along with stunning vacation spots which attracted numerous senior-aged Chinese visitors in recent years.

Popular Travel Destinations And Booking Patterns

In recent years, we’ve seen an increase in affluent Chinese tourists seeking more personalized and experiential travel experiences. This new wave of Free Independent Travelers (FITs) shows a preference for luxury tourism and emerging markets beyond the traditional group tour packages.

Online platforms play a significant role in shaping their decisions since 69% of Chinese travellers rely on Chinese platforms for travel inspiration and information. Moreover, these wealthy independent tourists are breaking away from standard itineraries by customizing their trips based on personal preferences; this includes visiting niche destinations depending on interests like art or history, trying out local cuisines at unique food spots, or engaging in exclusive activities such as attending orchestras or hot air balloon rides.

In a recent survey done by CNBC, outbound Chinese tourists said they are most interested in visiting Canada, Japan, South Korea, Australia, and Europe.

Mobile Payments And Social Media Usage

Mobile payments are widely used by Chinese consumers, with 91% willing to spend more if overseas merchants accepted Chinese mobile payment platforms like Alipay. Around 65% of Chinese tourists have used mobile payments while traveling abroad. As such, integrating these payment platforms as part of your business will cater to this market and ensure you maximize tourist spending.

Marketing Strategies For Chinese Tourists And Travelers

Implementing effective marketing strategies on Chinese social media platforms like WeChat, Xiaohongshu, and Weibo, offering localized services with multilingual support, partnering with Chinese travel agencies and influencers, adapting to cultural preferences, prioritizing online reputation management and providing a seamless user experience are essential for businesses that want to tap into the lucrative Chinese tourism market.

Chinese Social Media Platforms

With over 1 billion active monthly users on WeChat alone, these platforms are powerful tools for promoting your travel destination to this market segment. For instance, Weibo is particularly useful for sharing images and content that can catch the attention of potential travelers. On the other hand, WeChat offers a wide range of functionalities like in-app payments and location-based services that cater to the unique preferences of Chinese tourists.

Social media usage plays a significant role in shaping travel decisions among Chinese tourists who heavily rely on online reviews by other travelers. Therefore, leveraging user-generated content (UGC) and partnering with KOLs who have a large following on these platforms can give your brand increased visibility among this audience.

Offering Localized Services And Multilingual Support

Here are some ways you can offer localized services and multilingual support to better serve this market segment:

1. Translate your website and marketing materials into Chinese: This will help potential customers find your business online and feel more comfortable booking with you.
2. Train staff in cultural sensitivity: Understanding Chinese culture and customs is crucial when communicating with Chinese tourists. Providing customer service in Mandarin can also be helpful.
3. Offer payment options that cater to Chinese tourists: Many prefer to use mobile payment platforms such as Alipay or WeChat Pay over credit cards.
4. Provide language-specific amenities: This could include signs or menus in Chinese, access to Mandarin-speaking staff or tour guides, or providing familiar foods for breakfast.

By offering localized services and multilingual support, you’ll be able to create a more welcoming experience for Chinese tourists traveling abroad.

Partnering With Chinese Travel Agencies And Influencers

Collaborating with agencies such as Ctrip and Mafengwo are examples that have significant influence in China’s travel industry. They are compared to Tripadvisor and the majority of Chinese people will check those websites for tourism-related information, tourism trends, and recommendations.

Another effective approach is collaborating with KOLs or Key Opinion Leaders. These are individuals who hold substantial social media followings and use their influence to promote destinations, services, or products through posts or videos on popular platforms like WeChat and Weibo. For example, when world-renowned footballer Cristiano Ronaldo visited the Great Wall of China, Tourism Australia leveraged his fame by sharing his photos and videos across various digital channels geared towards attracting more tourists from China.

According to a report by China Luxury Advisors, 74% of Chinese travelers choose their destination based on recommendations from friends or online reviews – compared to only 30% globally. By working with KOLs, you can tap into this trend and reach new audiences that may not be aware of your brand otherwise.

Online Reputation Management

With the prevalence of social media usage in the Chinese market, your brand’s online reputation can make or break the decision to choose your destination over others.

To ensure that your brand stands out in this competitive market segment, you must prioritize investment in tools and strategies for managing and monitoring your online reputation. A strong focus on authentic content creation also helps to showcase your destination’s unique offering while increasing user-generated content from satisfied customers which appeals positively on search engine optimization rankings.

Ultimately, building a positive online reputation requires proactive engagement with the digital landscape by engaging relevant partners such as Key Opinion Leaders (KOLs) influencers and providing exceptional customer experiences across all platforms & touchpoints – there are no shortcuts here!

Mobile-optimized Websites

Your brand will never be successful in China if you don’t adapt to the digital landscape. The truth is that most of the research done by Chinese tourists in 2023 happens on phones. This means that you can’t skip mobile adaptation and content localization.

With over 98% of Chinese internet users accessing the internet via mobile devices, having a mobile-optimized website is crucial. It should have an intuitive user interface, fast loading time, and easy navigation.

By providing a seamless digital experience across multiple touchpoints throughout the customer journey – from research to booking and post-trip follow-up – you can increase engagement levels among Chinese customers and drive more bookings for your business.

Being Aware Of Potential Political Sensitivities Affecting Chinese Tourists’ Perception Of Destinations

In recent years, tensions between China and other countries have caused some Chinese travelers to avoid certain areas or even boycott certain brands. For example, the dispute over the South China Sea has led many Chinese tourists to avoid visiting the Philippines. Meanwhile, political tensions between China and Japan have caused some Chinese tourists to avoid Japanese products altogether.

To navigate these sensitivities successfully, it’s crucial for marketers to stay up-to-date on current events and understand how they might impact travel decisions. It’s also important to be mindful of cultural differences when developing advertising campaigns or promotional materials – something as seemingly innocuous as using an image of a landmark with controversial historical significance could alienate potential visitors from Mainland China.

Tourism Industry Preparedness

It’s crucial for businesses to be up-to-date on Chinese regulations and data privacy laws when collecting customer information. Being mindful of these factors can help smooth out any discomforts during a tourist’s experience, providing them with a sense of security while they travel.

By prioritizing tourism industry preparedness, you are better equipped to tap into the opportunities presented by this valuable market segment while meeting their unique needs and preferences.

Overall, preparing your business for Chinese tourism takes more than just translations; it requires an understanding of cross-cultural communication as well as flexibility in adapting services and products appropriately—but by doing so you’ll find tremendous gains both in revenue and reputation.

Conclusion: Tapping Into The Opportunities Of The Chinese Tourism Market

Tapping into the opportunities presented by the Chinese tourism market can lead to potential growth and increased revenue for your business. With only 1% of affluent Chinese consumers currently purchasing luxury retail, travel, and hospitality brands, there is substantial room for growth in this market segment.

With outbound trips by Chinese tourists expected to reach over 20% of world travel by 2023, staying ahead of the competition is crucial. Providing localized services with multilingual support, and partnering with Chinese travel agencies and influencers or KOLs are just some ways businesses can appeal to Chinese tourists.

Additionally ensuring mobile-optimized websites with localized content on popular social media platforms can make all the difference in providing a seamless user experience for travelers who prefer digital solutions when planning their trips abroad.

We can help you market to Chinese tourists

We know how to make it work for your Chinese tourism marketing operations. We are developing Tourism projects in China every day, so we can help you attract more Chinese tourists with the right digital marketing strategy.

We guarantee you will improve your visibility:

• Jumpstarting social conversations for the best brands in China.
• Increase your WeChat fans and Weibo followers using our high-quality social media campaigns and strategies in China.
• And get into a Lead generation campaign to Get Chinese Clients

1. We can adapt to any budget, and get amazing results starting from zero.
2. If you want to know more contact us
3. Ask for a meeting with our e-tourism consultant
4. Ask to see our case studies
5. and ask for a tailormade Quotation with Results estimation.

Among Southeast Asian countries, Thailand is one of the most favorite destinations for Chinese travellers. According to the Diplomat, Thai authorities expect the arrival of at least 5 million Chinese visitors, which is almost half of 11.5 million from 2019.

In this blog post, we will guide you on attracting Chinese tourists to your Thai destination and how to promote and sell your services in the Chinese market in 2023.

Chinese market wakes up from a travel coma

The whole world was waiting for this moment, not to count Chinese tourists traveling abroad pre-pandemic, that ended up being trapped in their homeland without any means to travel overseas. China is opening and the whole world, especially Asian countries are preparing to welcome back Chinese tourists, especially in the second quarter of the year.

According to Trip.com, the leading Chinese website for trips booking, outbound flight queries increased 254% in late December, right after the authorities announced the lift of travel restrictions. Many Chinese people also requested for passport renewals, preparing themselves to travel in 2023.

As you can see on the graph from Statista, Chinese tourism spending is predicted to bounce back. Chinese international travelers had been the world’s biggest tourism spenders and Chinese shoppers were spending a lot of money on overseas trips. According to United Nations World Tourism Organization, in 2019 Chinese travelers took 154.6 million trips abroad and spent nearly $255 billion.

It is predicted that Thailand, as before, will be the top choice for many travelers coming from China, and Bangkok is in top 10 cities to visit in 2023 for many Chinese.

What do Chinese tourists like about Thailand?

Thailand remains popular among Chinese tourists, of all ages, due to its relatively low costs. Compared with other destinations Chinese tourists say they prefer Thailand for rest and relaxation, the temples, restaurants, and cultural performances.

More than 80% of Chinese tourists say they love the Thai street food culture. Spas, and shopping centers for Chinese tourists in Thailand mainly consist of duty-free stores and convenience stores, where they mostly purchase local specialty goods, skincare products, and food. Thai massage is also high on the list of reasons Chinese enjoy coming to Thailand.

Thailand was the most popular destination for Chinese travellers in 2019 and it’s predicted to remain one of the leading choices after pandemic, as more Chinese tourists plan to revisit this beautiful country. It has many similarities with Chinese culture, yet it’s the best beach destination.

What works in Thailands favor is also the fact that it is very used to Chinese outbound tourism and Chinese tourists can feel well taken care of there, as all their needs and demands are met.

Inside Thailand, Phuket remains their favorite destination. While traveling to Thailand Chinese tourists enjoy:

• Beautiful scenery
• Different weather conditions in their home country
• Cleanliness
• Quality services
• Cultural value
• Interesting lifestyles

10 tips on attracting Chinese tourists to your Thai destination

There is many things being said about Chinese tourists but what is important to understand is the fact that they have their own unique ways and tourism culture unseen elsewhere. They expect the best service and they will easily change their accommodation or trip if they are not happy with the service provided.

If you want to attract Chinese tourists and have happy customers that will recommend your services in social media, you need to understand your Chinese audience first.

1. Understand Chinese outbound tourists’ behaviour

Chinese tourists are easily influenced by the opinions of others. When traveling, they refer to their own “review and advice app”, the most popular app of all is Dazhong Dianping. Featuring similar functions to Yelp, it lists retailers, restaurants, bars, cinemas, etc… in China and abroad, so it is the go-to tool for Chinese tourists and travelers. It is very important for Thai tourist businesses to promote their activity on apps like Dazhong Dianping in order to attract Chinese tourists.

• Other Chinese social media platforms include Qunar, Ctrip, Feizhu, Red/Xiaohongshu, Mafengwo
• Video sharing: Tencent video, Iqiyi, Yizhibo, Sohu tv, etc…

Another thing to keep in mind is that your potential Chinese customers changed during the pandemic. Now we see a trend of Chinese tourists choosing rather small groups and independent travels rather than large tour groups that they were known from before pandemic.

What is more, potential customers have different expectations than before, opting for accommodations with environmentally friendly operations and cruelty-free animal reservoirs. Travelers, especially young Chinese, thanks to Chinese social media marketing and influence from the West, are more environmentally conscious and their travel behaviors will also reflect that.

Chinese people are more open for wildlife and nature-focused holidays. They will gladly chose outdoor activities, rent cars or go for arranged road trips, sleep in glamping or smaller bungalows. As they were locked down for long, they get interested in open spaces and nature rather than city-life and shopping.

2. Offer Wechat Pay and Alipay

Any shop, restaurant, bar, or hotel can install WeChat’s QR code payment system, which is a favorite among Chinese customers. By simply scanning the business’s QR code, the customers will be able to pay using their mobile devices, in their own currency. A “WeChat Pay/Alipay” on a business’s door sign will undoubtedly help attract Chinese tourists passing by and differentiate you from your concurrent. Remember to also highlight this payment option on your Chinese website and in social media.

3. Thai tourism professionals should join Chinese social media

To ensure your business is also noticed by individual Chinese travelers, you need to make your name as visible as possible on Chinese social media. Having a listing on Dianping will of course help, but it’s not a ‘catch-all’ solution. For example, activating and feeding official accounts on Weibo, WeChat, or RED and collaborating with Chinese influencers might just be what you need to reach out to your target audience.

Chinese consumers, just like all the other young people in the world right now, take their recommendations from social media. They scroll RED in search for travel inspiration, they check their favorite destinations, they look for perfect photo spots or check where their favorite influencers have been or are planning to travel to. Social media should be they key of your marketing strategy in China.

4. Promote your Thai Destination with Chinese Kols

Chinese influencers are developing faster than in the West, where most Chinese social media stars with more than 2 million real followers have already published books, created a brand, or set up a few online stores.

Chinese Travel Influencer Layla has built up an audience of 4.5 million followers on Weibo. She also published her first travel book in May 2018, speaking about her past travels and the role of women in modern society. Layla is an inspiring role model for young women. So partnering with this type of influencer may be an efficient way to attract Chinese consumers to your business.

Apart from collaborating with an influencer, it’s also worth to invite him/her to your business, so that you get the best promotion in real-time.

5. Attract Chinese Travelers to Thailand with a Wechat official account

Knowing that more than 1.26 billion monthly active users are constantly browsing the app, brands are creating their own Official WeChat accounts to ensure their brand’s voice is heard and recognized on Chinese social media. Brands update their visitors on news and promotions and even create extra benefits such as WeChat membership cards and lucky draws.

WeChat official account allows brands to post newsletters and announcements to their audience, but also start mini-programs that can work as mini guides with top destinations and all important information, like currencies, flights, travel restrictions and more. We highly recommend developing such a program to meet the demand of tech-savvy Chinese consumers.

6. Use Baidu SEO so Chinese tourists can find your services/destination

Having basic information about your business on Chinese search engines is essential. Creating trust and managing your online reputation is a way to assure Chinese tourists will choose you over a competitor. Having a lite version of your website translated into Chinese will also show people that your business welcomes Chinese tourists.

It’s important to host your website in China, so that it ranks high in Baidu, the most popular search engine in China. Your website should have all the important information, booking options, chat box and social media links/qr codes. The more information you put the better.

Apart from the website, it’s also advisable to participate in travel forums, so that your business pops-up in Baidu often, ensuring Chinese people that it’s a trustworthy company.

7. Remember about Chinese holidays

Chinese holidays differ a lot from the main holidays, as they follow lunar calendar, not the Gregorian one. The most popular holiday for Chinese tourists is Chinese New Year, as this is the time when they get the biggest amount of free days, and as it falls in January or February, it’s the best time to visit Thailand.

Another important date to remember is the Golden Week, the second time of the year where all China is in the move. The Golden Week takes place first week of October, as it follows China’s National Day. For many Chinese people these days will be the time when they travel, so you need to prepare for this occasion accordingly.

8. Safety information and Covid restrictions

Chinese people are concerned about safety way more than tourists from other countries. Now the safety is even more important, as Chinese people face a lot of racism due to COVID-19 pandemic. On top of that, they will also be confused when it comes to covid restrictions and measurements, as many countries decided on different restrions for Chinese travelers.

This is why it will work in your favor if you list all the restrictions and safety measures and make them clear for all travelers coming from China, both online and offline. Put the information on your website, in social media accounts and also on brochures and posters around your company.

9. Prepare your staff for Chinese travellers

To provide a truly immersive experience for Chinese guests, it’s important to ensure that both existing and new staff are fully equipped to handle any special cultural requests. Taking the additional step of fostering understanding across cultures will not only make your company stand out from its competitors but also help create lasting memories and relationships between your brand and visitors alike!

10. Prepare local guides of your destination having young travellers in mind

As more and more Chinese travelers will chose independent travels, they will look for travel guides of tourist destinations they are willing to visit. Therefore, to stand out of the croud, you can prepare tourist guides of destinations around your business and use them for offline brochures and digital marketing. Posting such content on Chinese social media will bring you visitors that might visit your business or recommend you to their friends and family.

Apart from listing best spots and good restaurants, try to be creative in adapting to the needs of Chinese consumers. You can find the best photo spots, good lunch deals, interesting glamping experiences, wildlife adventures and more. The key is to do a good research of your customers interests, so that you can adapt to their needs.

Contact us to develop the best strategy for your destination in Thailand!

We are a China digital agency based in the hear of Shanghai. We have more than 10 years of experience on the market and we understand Chinese consumers needs and behaviors. We offer digital marketing and e-commerce solutions to small and big brands wanting to reach out to Chinese audience.

We offer many different services, starting from market research, web-design, localisation, social media strategies, KOL marketing and more. It all depends on your brands’ needs, values and budget.

Don’t hesitate to leave us a comment or contact us to discuss your options in the Chinese market. We have experience in tourism industry and we can help you bring Chinese travelers to your destination in 2023!

Chinese addition to digital innovation is driving the growth of several enterprises around the world.

So, today we decided to talk about how live streaming is healing the wounds the pandemic caused to the travel industry. And, with regard to it, the latest news: Galeries Lafayette Live Streaming Tour addressed to Chinese consumers.

Also, we also would like to take this moment to mention another protagonist of the new virtual traveling era, e-commerce. French companies seem to have understood the strength of these main characters, let’s see why.

Alibaba partners with Galeries Lafayette

Galeries Lafayette and Alibaba worked together to offer a special experience to Chinese customers during the Christmas holidays. The idea reached the expected success and is a good example that western traveling destinations should consider for reemerging from the actual crisis.

More than 10 thousand users were connected via live streaming to see how Paris was magnificently decorated for Christmas and the numerous brands’ collaboration for the event.

So, as we already said, live streaming has been the tool connecting China to France, but where did the users virtually browse the live streaming?

The answer is Fliggy.

What is Fliggy?

Fliggy 飞猪 is Alibaba’s travel online platform that provides members with air tickets, hotels, travel routes, and other commodities. It was originally called Ali Travel, only later changed its name to “Fliggy”.

“Fliggy acts as a one-stop-shop for Chinese travelers to book global travel services, such as flights, train or ferry tickets, hotels, tourist attractions, shows, exhibitions, car rentals, restaurant reservations, visa services, and more. Our goal is to enable Chinese travelers to experience local lifestyles and discover new places around the world.” said the Fliggy team during an interview.

What are the advantages to partner with Fliggy?

There are already a lot of organizations on Fliggy and the Chinese know it, then habitually use it when they are traveling.

In addition, Fliggy belongs to the Alibaba group, so a brand that partners with it can leverage Alibaba’s technologies in eCommerce and payments.

Fliggy, a virtual bridge from China to the rest of the world

The Christmas event for Galeries Lafayette is just one of a series of live-streaming events, around 45,000!

In France, many other hallmarks participated in the traveling sessions, among these, the Louvre, Pompidou, and Palace of Versailles, while the British Museum in London has been the UK’s main character and the Spanish Prado Museum represents Spain in this digital revolution.

According to the Fliggy team, the live-streaming partnerships with European travel organizations have the purpose “to bring Europe to Chinese tourists and maintain the link”. This tool has a unique feature to let passionate travelers feel like traveling at home.

Why live streaming is so successful in China?

Even if Livestream seems a complicated marketing weapon, it isn’t at all.

Companies can conduct their Livestream event via smartphones, this makes the process not expensive and easy to manage. Also, it doesn’t require particular equipment or a special set-up.

We have a suggestion for you. With regard to the tourism sector, the Chinese love to listen to anecdotes or little-known stories about places. Because they like to feel special. Not by chance, the Palace of Versailles gave an exclusive two hours “VIP tour”, allowing users to virtually visit areas of the palace they cannot normally see in person.

in China, E-commerce can bring your customer to the mountain

“If the mountain won’t come to Muhammad then Muhammad must go to the mountain.”

There is a huge number of enthused travelers within China’s borders. Due to Covid 19, they cannot go abroad and bring home the souvenir from their foreign adventure or those luxury items that can be found only in that western cities.

However, the solution has immediately been found: more and more companies are present on e-commerce platforms to sell products to their Chinese consumers.

And even more interesting is to know that an increasing number of museums, also hotels, and other organizations in the tourism sector, have entered the e-commerce eco-system.

For instance, the Louvre will soon open a flagship store on Tmall, one of Alibaba’s e-commerce giants, and signed an agreement with another member of the Alibaba group, Alifish. The licensing platform Alifish, in fact, collected Alibaba users’ data in order to understand what the Louvre’s most loved masterpieces are.

These data will be used by international and Chinese brands to create items inspired by Chinese favorite artworks. Venus de Milo, Monna Lisa, and Victory of Samothrace have inspired new collections of luxury cosmetics brands.

Why should European tourist organizations enter the Chinese market?

“In the pre-COVID-19 era, China was Europe’s fastest-growing source market for international tourism with about 5 million Chinese tourists every year.

France, Italy, and Spain are among their favorite spots for holidays.

Chinese tourists also spend over 250 billion euros a year around the world.”

(Euronews)

Europe is one of the favorite Chinese travelers’ destinations as well as exotic islands like Thailand. According to a report by the China Tourism Academy, the Chinese made three million visits to European countries during the first half of 2019, with a YOY growth of 7.4%.

How can a tourist organization enter the Chinese market?

E-commerce and live streaming are the current most relevant trend to engage Chinese tourists and to inspire their next journey. However, there are many other digital platforms that companies are using to nurture their audience or achieve brand awareness.

Above all, less-known organizations, in particular, should enact omnichannel strategies if want to be found by Chinese people.

This means that to enter the Chinese market, travel organizations should consider being present in the following places:

• Chinese Social media like WeChat, Weibo, Douyin, Little Red Book, or travel-focus platform Maofengwo
• Chinese Search engines like Baidu, Sugou, and Qihoo360. We always suggest Baidu because it owns 70% of the market share.
• Chinese forums like Zhihu, which is connected to the Baidu search engine.

If your brand wants to build brand awareness, collaborations with KOLs, participation at famous events, and live streaming are the best solution. To promote and broadcast all these solutions, you can use social media and e-commerce platforms. Weibo is a great platform for this scope since is featured by an open network.

Social media are also important to nurture your audience, you can send a newsletter through WeChat, create a funny video using Douyin (the Chinese version of TikTok), collaborate with KOCs (Key Opinion Consumers) on Little Red Book or Maofengwo, and much more.

A tourist organization also needs a Chinese website

As in western countries, websites are fundamental to making a brand more reliable. You need this kind of space also to leverage SEO and SEM strategies, that involve forums and search engines.

Read also: Marketing to Chinese tourists travelers

In conclusion, if you want to succeed in China you need to use an omnichannel strategy.

The more you are present online, the more you have a chance of being found by your potential consumers.

… and maybe a digital marketing agency?

We are…

GMA is a digital Tourist agency based in Shanghai with 7 years of successful experience in the China market.

Read more about the tourism market in China:

• Luxury Hotel: The Secret to Lure Chinese Wealthy Tourists!
• China Medical Tourism: How to attract patients looking for IVF and/or Surrogacy?
• Why, Where, and How Brands Can Maximize Live Streaming in China – Marketing China

Market overview of Medical Tourism in China

483,000 people traveled outbound from China for medical tourism in 2015. These medical travelers spent USD6.3 billion on treatment in 2015, and a further USD3.4 billion on travel and accommodation.

In 2017, the size of China’s medical tourism market was 129.1 billion yuan, and it will exceed 200 billion yuan in 2019.

The market size is expected to reach 264.3 billion yuan in 2021. Medical tourism is not only a niche market. Countries have actively formulated various measures to promote the development of medical tourism, making this service universal, becoming a national industry targeting a wide range of groups.

The global medical tourism industry keeps growing at an annual rate of 20%. In 2018, the per capita consumption of Chinese outbound medical tourism tourists exceeded 80,000 yuan.

As Chinese consumers become more internationalized, have richer travel experiences, and continue to improve their basic language skills, the market structure is quietly changing.

Medical Tourism Target audience: The silver generation in China

The target audience of medical tourism in China is the “silver generation”.

They have:

• International vision;
• Rich travel experience;
• Basic language skills;
• Overall consumption upgrade.

They look for:

• Cost-effective products;
• Low-cost high-quality medicines;
• High-quality medical level.

They have 60 years old or more, and they have considerable personal wealth. They account for 17% of the overall population of China. By 2021, their consumption will reach US$ 806.6 billion.  They are practical and they look for quality and durability.

They are the fastest-growing group in China. By 2050, this “silver generation” is estimated to reach 500 million, of 35 % of China’s population, up from the current 220 million. Trends also indicate that this demographic is experiencing a growth in purchasing power while enjoying more free time.

While China’s super-wealthy prefers the US or parts of Europe for medical holidays, China’s middle-class prefer more affordable treatment options in South Korea, Singapore, or Thailand.

Visibility on Baidu is the first step to have success in China with your dental clinic

The equivalent of Google in China is Baidu. It is the most popular search engine in China, with 70% of queries. It has more than one billion mobile active users.

To be effective, a website must be hosted in China or Hong Kong, must be translated into Chinese, with an eccentric layout, and with plenty of information.

As one of the most important sources of information for target people. Baidu is the preferred promotion channel for expanding new users in the industry.

To rank, it is also important to work on the Seo, Search Engine Optimization.

A website with a Seo structure is indexed in the highest positions. Usually, a user clicks on the first five presented answers. A good Seo campaign can help to arrange your website in a successful way on the internet. For a good Seo strategy it is necessary to identify the sector and the target, the more effective keywords, avoid the forbidden ones, and to know the competition.

PPC is the abbreviation of Pay Per Click, it’s also pay-per-click advertising or bid advertising. It is part of the Sem, the search engine marketing. Unlike SEO, PPC can boost the promotion of the brand/website ranking in the search engine in the short term. It is a way to increase the visibility and presence of a brand on the search engine.

Another Sem tool is Baidu Display Network Advertising. It is an advertising banner service offered by Baidu that allows you to invest in ads that appear on external sites and earn money based on the number of clicks on the ads.

Build an e-reputation around your dental clinic brand

In China, there is a widespread lack of trust in doctors and the healthcare system in general.

There’s a trust crisis between consumers and brands, which affects consumer buying habits. Health is a matter of trust and social media help to boost this trust capital. It is therefore important to work on the reputation of your brand and on the quality of your health services.

It is suggested to deliver high-quality service as even the richest Chinese demand excellence, to have medical employees who speak fluent Chinese rather than relying on translators, to offer a competitive price level, and to have simple health tourism visa or visa-on-request policies.

Press release to increase your credibility as dental profesionnal in China

PR is one of the most cost-effective solutions there is out there. It is a basic of marketing where the right people talk about you.

It consists of having an authority profile talking about your company. It can be media (newspapers, blogs), KOLs, or even the community.

Agencies like Gma can write press releases and communicate to journalists in China, to increase the trust of the clinic or the Hospital.

Word of mouth: use forums like Zhihu to improve your e-reputation

Word-of-mouth marketing is the most efficient way to increase and improve the image of a product, a brand, or a service. Chinese consumers often

The aim of this is to improve the online reputation of clients and indirectly enhance the loyalty of the brand-consumer community.

Being present on Baidu Zhihu will allow you to answer questions about your field but also to educate your target audience about your brands/services. It is an excellent tool to increase your conversion rate and to generate organic awareness about your brands.

80% of users are well educated, 30% are well paid (they earn 10.000 RMB per month) and 40% of users live in first or second-level cities. Users are mainly men. 78.2% of users have more than 25 years, this makes her the perfect platform to address more aged and rich consumers.

Zhihu is indicated for those companies that have more longer-term brand building projects. Zhihu enjoys a high domain authority on mainstream search engines, meaning Zhihu posts often rank higher than most other platforms.

Use WeChat to get in touch with your potential dental clinic clients

WeChat is the Chinese super-app, similar to our Whatsapp that enables people to communicate, to pay, to book a holiday, and so on. Chinese silver generation uses this only social tool. Today’s most frequent users of China’s popular social media app WeChat is dominated by this age group, who use 80 percent of their cell phone data on the app, compared to just 6.8 percent by millennials.

It is therefore important that your dental clinic has an official account on WeChat because this gives you authority and credibility.
Official accounts can also be used in connection with the WeChat Advertising function. Thanks to it, the so-called ad WeChat Official Accounts can be created. These ads are shown in the form of banners at the bottom of an article published in another official account. In this way, brand awareness is effectively spread among potentially interested users.

Wechat Kol: A good Option for Dental Clinic Promoting their Services in China

There are thousands of KOLs on WeChat (what we call “influencers”) who could distribute your content, in exchange for a fee, and make it visible to their huge number of followers. The more followers they have, the higher the cost of the service. Gma can help you to find the best Kol for your dental clinic. KOL promotions are very effective. If chosen well, they are therefore an excellent weapon to bring you, new followers. You can, for example, ask Kols to come to your clinic and to advertise it by recording a video presentation of the clinic and the services offered.

Do you want to attract Chinese people to your dental clinic? Contact Gma to work on a marketing digital strategy.

GMA is a marketing agency that helps foreign companies grow their business in China. Get in touch with our Wechat expert to get some insights into your project.