«To know one's steps is to master the Way.
Yet, Cookies shall light the road. Please, decide which marks shall remain.»
ATTRACTING TOURISTS FROM CHINA — STRATEGY DEVELOPMENT & MARKETING
- Customized Strategy for Promoting and Attracting Chinese Tourists
- Registration of official accounts on Chinese social media
- Promotion of tourist destinations via Chinese social networks
- Collaboration with Chinese bloggers (KOLs) to advertise destinations
- Cooperation with Chinese tour operators, travel agencies, and OTAs
ATTRACTING CHINESE TOURISTS
TO YOUR COUNTRY
With rising standards of living, Chinese citizens have begun traveling outside their country more actively.
Attracting tourists from China has become a key objective for many western countries. The desire to attract travelers from the PRC is largely driven by the volume of tourists and their habit of making significant purchases while abroad.
To successfully work with Chinese tourists, you must answer the following questions:
- What products should be developed specifically for them?
- Which type of traveler is your target audience?
- Which channels should be used to attract tourists from the PRC?
INTERESTS AND EXPECTATIONS OF CHINESE TOURISTS
To begin with, Chinese tourists must be divided into two types: Individual Tourists (FITs) and Group Tourists. These are two completely different audiences.
Individual Travelers (FITs): Young people living in large, developed Chinese cities with high incomes. They are accustomed to comfort and likely previously planned trips to Europe.
Group Tourists: Chinese retirees traveling in organized groups. Typically, these tourists spend very little and stick strictly to the route prepared by the Chinese tour guide.
Obviously, businesses in the tourism and hospitality sector are interested in attracting individual tourists, so we will focus on them below.
The interests of young Chinese travelers have changed significantly in recent years. While shopping used to be the primary goal, cultural experiences have now come to the fore. There is also a noticeable interest in eco-tourism.
LOOKING TO ATTRACT TOURISTS FROM CHINA?
Our team will consult with you and suggest the best directions for promotion among Chinese tourists!
CULTURAL FEATURES
When working with Chinese tourists, cultural and linguistic nuances must be taken into account.
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Reviews and Recommendations from Friends and Bloggers
Using KOL (Key Opinion Leader) marketing is particularly effective for drawing the attention of a Chinese audience to tourist destinations, services, and specific locations.
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Trip Planning and Choosing Places to Visit
Chinese frequently use social networks and travel platforms. Apps popular in China—WeChat, Douyin, Little Red Book—and travel platforms like Mafengwo, or Qunar play a vital role in forming the intention to visit another country.
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Familiar Payment Systems
Chinese tourists prefer using their familiar domestic payment systems—Alipay and WeChat Pay. The ability to pay via these systems is a major advantage for tourist sites and retail stores.
HOW TO ATTRACT CHINESE TOURISTS?
To successfully attract tourists from China, your marketing strategy must be adapted to the habits of Chinese travelers. You must adjust to a unique digital environment. Chinese travelers are among the most tech-savvy in the world, which requires a specialized approach to promoting tourism services.
USING CHINESE SOCIAL NETWORKS
A website in Chinese will not help you attract tourists from the PRC. They actively use social networks to plan trips and search for information. Presence on popular Chinese platforms will help your business attract Chinese travelers.
The most important platforms:
WeChat
A multi-functional app combining a messenger, social network, and payment system. Creating an Official Account on WeChat allows you to interact directly with potential clients, and it is also essential for B2B communication.
Douyin
(Chinese version of TikTok) A short-video platform that has become incredibly popular among young people. On Douyin, bloggers often publish travel videos, inspiring followers to visit the same locations. This is one of the best platforms for advertising integrations with Chinese bloggers.
Red Note
(Xiaohongshu) A social network focused on sharing travel and shopping experiences. Travelers often choose restaurants and locations—and plan their entire trips—based on recommendations in Little Red Book. On this platform, it is best to do multiple «micro-integrations» so that bloggers mention your city or establishment in a list among other spots (known as «seeding»).
KOL
(Key Opinion Leaders) Working with bloggers is crucial for effective promotion across various platforms. Collaborating with popular KOLs and celebrities helps draw attention to your tourism product or city. You can conduct single integrations or organize entire «blog tours.»
Mates Asia has long been working with Chinese travel bloggers of various levels. With our experience in managing integrations and eliminating the need for middlemen, we offer the best prices for KOL collaborations.
OTA
(Online Travel Agencies) These are platforms at the intersection of booking systems and social networks. Examples include Ctrip, Mafengwo, Fliggy, Qunar, and others. On these platforms, you can list your hotel or museum, and even run a blog on behalf of your company. Chinese OTAs offer many advertising opportunities: banner ads and the ability to create a «Star Hub» for your venue or city to attract tourists.
WORKING WITH CHINESE TOUR OPERATORS
Cooperation with Chinese tour operators is often a necessary step for Russian operators. Listing a hotel or service on Chinese travel platforms is currently impossible without a Chinese legal entity.
For successful work in this direction, we recommend:
- Establishing partnerships with leading Chinese tour operators.
- Providing up-to-date information about your tourism products and services in Chinese.
- Developing special offers and programs tailored to Chinese tourists.
- Integrating into Chinese travel platforms like Mafengwo or Ctrip.
- Participating in tourism exhibitions and events in China.
- Using digital platforms to interact with Chinese tour operators.
CREATING CONTENT IN CHINESE & PROMOTION
Adapting content for a Chinese audience is critical. When creating materials, consider the following nuances:
- Translation into Chinese must be professional, respecting cultural features and nuances.
- It is important to use content formats familiar to Chinese users and tailor them to the specifics of each social network.
- Visual materials should take the color preferences of the Chinese audience into account.
- Descriptions of sights and tourist routes must be culturally adapted.
Our team manages multiple projects in the tourism sector including travel agencies and hotels, and specializes in promoting tourist destinations within the Chinese market.
If you are in search of Chinese tourists
Contact us today, and we will prepare a free China market strategy tailored specifically to your business.