How to Attract Chinese Tourists?

Best Guide available on the Web about How to Attract Chinese Tourists (2019 Update) with Solutions and Case studies of SMEs performing in the Chinese Market

What you need to know About Chinese Outbound Tourists

In 2020, Chinese tourists are more mature and want to have special travel experiences. 11% of Chinese People have a passport, so I let you imagine the size of this market in 5 years. There are many Chinese travelers traveling or planning to travel to the world, and the vast majority of these visitors usually only visit a few places they are familiar with like Paris, Provence, and a newly popular destination in Asia and so on. The Chinese have a rather limited vision of Travel. Their idea of France usually comes from movies, television series, or what they read in the media or microblogs. In order to reach this large demographic of travelers, one must understand the unique web surfing pattern of Chinese people.

10 ways to attract Chinese outbound tourists

  1. Partnerships with local Chinese agencies
  2. Digital Marketing: THE best way to Get Chinese Tourists
  3. Having a Website in Chinese
  4. SEO on Baidu: Great Source of Traffic
  5. Quality Content Matters in the Travel industry
  6. Traffic Acquisition SEM & Ads
  7. WeChat To Create Engagement
  8. e-PR (Press Relations)
  9. The Key Opinion Leader or Stars
  10. Chinese Traveller Forums

Chinese Outbound Tourists are Opportunities for thousand of Travel Businesses because

  1. More and more Chinese are traveling abroad: +20% per Year
  2. They spend more than average Travellers
  3. and because Soon they Will be the Biggest source of international travelers in every country of the Globe.


But there are ways to get Outbound Chinese Tourists!

Let us look at an overview of possibilities for the tourism industry to attract the attention of Chinese travelers.

How to attract Chinese Outbound Tourists

Here is a range of solutions. update 2020

Having a great Website in Chinese

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 peak interest of Chinese travellers due to their love for shopping when travelling to the land of luxury designer goods.

AigueMarine is the leading Luxury Travel Agency for Europe for Chinese high-end Clients.

Traffic Acquisition SEO & SEM

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.

SEO on Baidu: Great Source of Traffic

Baidu is the Chinese Search Engine, and getting in the Top position of Chinese Search Engines on Popular requests will require the Travel Agency, Hotel, or Tourism Company to have high-quality visitors.

We can help you to optimize your Website on Baidu. (We have a lot of positive experiences)


Want partnerships with local Chinese agencies?

Chinese People stop to travel in Groups in 2018. 70% of them are independent travellers (FIT) and only 30% are Groups.

Most Travelers book their trips online in China, 80% of the tourism industry is Online.

Most of the Free independent travellers are searching for a local experience. They are young, middle class and want to discover the world.

The VISA policy is better for the Chinese, so no need to use travel agents anymore.

Few need travel Agencies like 5 years ago.

Chinese Travel Agencies are for old People and Poor Travellers.

  • Language barrier: many Chinese old People do not speak English so they need a guide to guide
  • Fear of adventure: most old and poor Chinese people have never travelled abroad until the recent decade, so they are less eager to explore alone.
  • Groups: In Chinese culture, old people are used to doing things in groups.
  • Price benefit: travelling with a travel agency is much cheaper than travelling in a single or small group, and for a price-sensitive society like China, it is one of the driving factors for group travel.

Chinese Travel Agencies do not need a local partner

They want to use them, and copy their itinerary but, it is 2018 difficult to get Clients from Chinese Traditional Travel Agency.

We have a list of Travel agencies, but it is difficult to collaborate, they have specific requirements and are already working with contractors for many years.

A good reputation is a must to work with them or a unique advantage.

Digital Marketing: THE best way to Get Chinese Tourists

Internet in China is increasing its influence, both large and small brands utilize the internet to promote their businesses. Whether by direct promotion with banners or indirectly via Buzz or public relations, online communication has now become almost mandatory.

=> A low initial investment, ROI (Return on Investment) generally good and measurable, a wide range of media, interactivity with the customer … all these factors make online promotion a big factor in the Chinese tourism sector.

The Multimedia: Quality Content Matters on Douyin

Using quality Multimedia is a particularly effective tool in the travel industry. The tourist has to have a fantasy image of the country he will visit. Attractive pictures, and videos of fantasy-like images are used by agencies to attract customers looking for a trip, but also to raise awareness about their vacation destination.

New Zealand conducted a major operation in digital communications and succeeded in attracting many Chinese tourists.

.Striking pictures to attract attention online


Today, the hottest video App platform is Douyin, which allowed any user to share a video. It is fast, simple, and really viral. 

To maximize your Douyin exposure you have to share your travel content. 

Social Networks in China: To Create Engagement

Internet influence on Chinese citizens has become vast and wide. The major part of Chinese Internet users spend time on is on social networks, like Weibo.

Weibo is still popular in Travel 

Weibo is a mix between Twitter and Facebook, it combines the responsiveness of Twitter, looking for information with the social and playful side of Facebook.

Communicating on Weibo starts by opening an account, obtaining certifications, publishing interesting content, and interacting with Internet users around the goal of building a community. Weibo has become a very powerful tool, the number of fans can add up quickly and allows you to spread your offer to up to 80 million active users according to figures reported on Weibo.

WeChat, to create a personal connexion 

WeChat is the number one social media in China? You can open an official account and publish news, like a Blog or newsletters.

After, you can use Advertising to spread the Message or group sharing, do community management to get more followers and reach new Clients.

  • You need to have an official account 
  • have a WeChat H5 ebrochure
  • Then create content on Wechat 
  • and share on groups 

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 with rich visuals or feedback and testimonials from people who have visited the country.

Online Public relations in China and particularly in the travel industry is increasing at a rapid rate.

A new article on a Chinese site can be viewed tens of thousands of times!


The Key Opinion Leader or Stars

KOLs (Key Opinion Leaders) or stars have the ability to influence a lot of Chinese people with their communities and the secondary network of their fans. These leaders are well respected and have a strong influence on large numbers of fans. Their movements are followed and talked about by millions of Internet users.

Angela Baby a star from Hong Kong had massive amounts of comments on his Weibo when it unveiled its microblog on his stay in France.


New Zealand hired Yaochen to spread their country’s message in China and the bet paid off big time! (See Communication from New Zealand)

See also how Chinese tourist chooses their hotel!


Chinese people do not read magazines, but they read online Magazines.

e-publications in China are few but qualitative and the information has an influence on the targetted travellers like magazines in the Western world.

In the tourism sector, there are some interesting magazines, but the scope is difficult to assess because the numbers are often inflated. Publication costs are heterogeneous and sometimes abnormally high.

Chinese Traveller Forums

It is super powerful today, these Travplatforms are really useful and contain a lot of useful information for independent travellers, where to go, where to go shopping, what to see, where to sleep…

Mafengwo is one of the most popular

Cinema: Product placement perfect for Destination

Film and television are a medium form of communication to inform the Chinese public of your travel destination. A movie watched by millions of Chinese can make a lasting memory and do wonders. A hit TV series is an ultimate weapon that profoundly influences the mass public.

Today, film or other audiovisual brands are the real emotional and identifiable by the consumer.

A Chateau Lafite for special occasions, a Mac for professionals, an ice Haagen-Dazs to seduce a beautiful girl … It was during a scene that the consumer thinks the best use of the product or in a place.

This discipline is called product placement, a marketing technique to maturity in the U.S. today, and progress in China.

The cinema is a reflection of life, real-life, or the life that you would like to have. The spectator believes what he sees.

Many companies help shape this reality and allow the director to create his fictional universe.

The TV series “Dream links”

Also Stars promotion for tourism in China



This process is very difficult in China, few foreign companies are able to do this (unlike Hollywood movies). The majority of the achievements are the chance to promote the Country.

It remains possible and demands huge budgets but I think these actions are a frightening efficiency. Brand placement in films is also used by all companies at the forefront of Marketing (BMW, Apple, LMVH …)

source: Tourism Chinese china tourism bureau, China medical Tourism, CNR,  Chinese tourism: special marketsSina 

I think you’re all in this article offers regarding your communication with the Chinese target.

Need a Cost-efficient Marketing Agency to Attract Chinese Tourists?

We have helped hundreds of Tourism Businesses to Attract Chinese Tourists

Marketing To Chinese Tourists: Case Studies

We offer cost-effective solutions to help Travel companies who want to attract these Chinese tourists.

  1. If you want to receive a White book about Chinese Travellers Marketing Strategies (Contact us)
  2. If you want to receive our Case studies for Tourism marketing, contact us.
  3. If you want to receive our Marketing Packages 2020 and have an idea of our Pricing (contact us)
  4. You have a serious project, and you want to speak to our eTourism Consultant, contact form please with details.


Olivier VEROT

Marketing China


  • Farrukhovich

    Let’s visit to Uzbekistan guys. It’s the most beautiful country in Central Asia with good people, historical places and gastronomic tourism

  • Thank you for any other informative site about marketing and Chine
    . The place else may I get that type of info written in such an ideal method to attract Chinese tourist?
    I have a undertaking that I am simply now working on, and I have been at the look out for such information about China.

  • Solomon

    Thanks to my father who informed me regarding this web site,
    this weblog is genuinely awesome.

  • joHNATAN

    what do chinese tourists want? Difficult to say right? They are changing now?

    How much do Chinese tourists spend in Australia?

  • Thank you for these information a golden mine for tourism company.
    Currently, we are in the process of building our website so unfortunately nothing to show at this stage, though I can keep you updated on the progress. Essentially, the business will be a group of tandem skydiving operations at various locations across Thailand. Currently, skydiving in Thailand is a small industry though approximately 90% of the customer base are Chinese independent travellers aged 18-35 who are making bookings at high street tour agencies in Thailand.

    Do you have access to influencers that we could approach, such as high profile sports people or celebrities?
    If you can put me in touch with your tourism specialist for a further discussion by phone I would greatly appreciate it. kind regards

  • Arlette

    This is a topic which is helpful for so mant SME in Travel industry… Take care!

    Where are your contact details though?

  • Rodger Vasquez

    I really pleased to find this website site on bing, just what I was looking for : D besides saved to favorites.
    Your information about Chinese Tourists are really useful, thank you so much

  • If your Chinese Tourists has specific needs or has experienced some unusual experiences,
    cause them to become result in the admissions or VISA Stuff
    The country will discern this if your requirement is of a single Trip or even more than two to work.

    We know that Chinese tour operator was proficient at handling dynamic Trip and drama many time happen during transport.
    What do you advise for Private Transportation company to reach Chinese CLients?

    • Olivier

      hi Garry, do not really understand your first part of your comment.
      For the question, recommend Chinese Website and Baidu SEO on a specific question related to transportation.
      After, maybe you can use WeChat and see how you can connect to your target locally…

  • Hello MarketingtoChina,
    Greetings from Maldives booking services. We are a travel agency from Maldives. I would like to know if I can find out if the travel agency is registered or not in China. Or how can we get the registered travel agencies in China. We are waiting for your response.

    • Olivier

      You want to register your Business in China, (apply for Chinese business license)
      You want register your Website (ICP )
      You want to appear on Baidu , (have a chinese website and optimize it for Baidu)
      You want to resgiter yourself on Ctrip, that s another story.

  • How to Make yourself attractive to the Chinese Travellers before departure ?

    • Olivier

      Hi Renée,
      Good question. Forums, emag, SEO on Baidu are the 3 main tools.

  • Very informative article. Do you have more information about Chinese tourists in 2018 ? any report ?

  • Richard Lu

    Hello ,
    You never speak about chinese tourists defecate or chinese tourists meme, I think it is important. Why chinese tourists banned in some country ?
    I see nowaday sweden … is a bad buzz for the country. how can they recover ?
    how to avoid chinese tourists (cheap tourists specially )
    Why you need to focus on FIT independant Rich Chinese Travellers independant.

    I see that chinese tourists on reddit, is a big topic.

    Why chinese tourists behaving badly, and tell me Why rude chinese tourists stories are everywhere and not other country tourists ?
    Most Tour operator and tourism players highligh rthe rude chinese tourists in europe, and not the good one ?

  • baoanintltravels

    Hello Marketingtochina

    Hope you can help. I’ve been recommended the below travel company to help with flight booking and visa. I would like to know if they are a valid company and not a scam ? Could you confirm that they are a valild travel company.


    Bao’an International Travels and Tours
    No. 18 Haifu 1st Alley, Baoan Qu, Shenzhen Shi,
    Guangdong Sheng, 518100, China.
    baoanintltravels com

    • Olivier

      Hello Bernie
      We can help you, but Contact us by email. And You seems to be based in China, so you can ask one of your colleague no ?

  • hi marketingtochina
    I am operating a diving safari in Maldives. I am interested to promote it in China market.

  • National Adventure

    Thank you so much for your support


    Dear sir/madam We are african spoonbill tours and safaris based in Tanzania we saw on your sight you are doing marketing in china and how can you help us to promote our business in china? Tourism product With thanks

  • Hello
    I live in morocco and I have a great idea, I want to create a travel agency specialized in Chinese tourists to Morroco
    I would like to have idea of your package Price , fo my business plan.
    I hear many Chinese tourists will come to morroco , and how to attract Them (I guess it is your job Marketing to China) right ?

    • Olivier

      Morroco +389% of Chinese tourists every year.
      Great Idea Contact us by email , our consultant will reply to you Khabil.

  • Greetings from VIACAUCASUS travel company.

    Azerbaijan (Caucasus) is new destination for Chinese travellers. Azerbaijan is Gate of East and West.
    You can begin your travel to Europe from Azerbaijan.
    If you have any question, please do not hesitate to contact us.

  • samantha

    Dear Sir /Madam

    Greetings ,

    Am Samantha from Tazania i am in China and i have become so interested in Chinese culture and am passionate about Tourism especially in my country thus i want to start a tourism agency that will assist and attract more people from China and am ready to settle for a plan .I am looking forward to working with you.

    Kind Regards

  • Moses S

    Hello Olivier,
    I am a tour operator in Uganda (Gorilla and Adventure safaris) and we do Gorilla trekking and wildlife safaris in Uganda and Rwanda.
    I had always wanted to get such information and I am happy that i found this very good resource.
    Chinese do not know about Gorilla safaris and it is a very fertile tourist ground right now.
    We would love to have Chinese tourists to visit Uganda and Rwanda to have the Wildlife experience.
    If we can have partnerships with local Chinese agencies, that would be great.
    Thanks for the article

    • Olivier

      Hello Moses,
      Contact us and we will explain to you how you should attack the Chinese Market.
      And it is not with Spamming the Chinese travel Agency.

  • Binggeli marie-therese

    Hello, we have recently established a small independent tour company based in Provence. We offer guided tours to all the major tourist attractions, most notably the Lavender fields and the stunning landscapes of Alpes de Haute Provence. We are passionate about this region and are aim is to give people an unforgettable holiday experience. We would appreciate any advice on how to attract Chinese tourists/ working in partnership with Chinese tour operators etc. Thank you very much in advance for your help.

    • Olivier

      We Reply to you by Email Marie Therese.
      JUst read this article, and we will get the idea of to attract Chinese travellers .

  • You are very specialized about Chinese travellers Marketing, we can see that.
    It is difficult or not today to attract Rich Chinese in Europe ?

  • Pradeep


    We are Sri Lankan Safest Driver, family run business with over fifteen years combined experience of driving for tourist in Sri Lanka, nearby Colombo. W

  • Mohamed Azim


    A very helpful article, We, MOODHU HOLIDAYS is looking to affiliate and establish partnership with reliable Chinese Tour operators for the MALDIVES market.

    • Olivier

      We do not work as affiliate , but as marketing partner. If you are intersted you can contact us.

  • Emmanuel

    Dear Olivier,

    Greetings from Scorpion Tours

    Thanks indeed for the great article about available tremendous potentials in Chinese traveling market you have real given it all and inspired me a lot. Congrats

    In fact we’re Tour operators providing traveling services to the land of Serengeti and Mount Kilimanjaro which is Tanzania destination, our packages mainly includes Wildlife safari, Mount Kilimanjaro climbing, Cultural safari and Group safari. We are excited to create partnership with reliable Chinese Tour operators towards our destination and we are capable in providing professional Chinese speaking Tour guide within our reach.

    We rely on your assistance whether being on marketing issues neither business partnership, w

    Thank you very much, and we look forward to hearing from you.

    • Olivier

      And you want attract Chinese tourists ?

      • Emmanuel

        Definitely, we are looking ahead on expanding our business scope to Asia, we’ll be happy to affiliate with other agents and marketing professionals.

  • facebook lite apk

    Hello, I think your website might be having browser compatibility issues.
    When I look at your blog site in Ie, it looks fine but when opening in Internet
    Explorer, it has some overlapping. I just wanted
    to give you a quick heads up! Other then that, awesome blog!

  • Ravindi

    is there any way that we can build up partnerships with Chinese local travel agents?

  • chamith De Silva


    My name is Chamith , Managing Director of Nelum Holidays & Tours, an active tour and travel agency in Sri Lanka.
    At the moment and according to high potential of the uprising market for Chinese Travelers (pleasure and business) to Sri Lanka, we wish to set up cooperation with proper Chinese companies in the field to grasp a share in this market.
    Respectively, we are looking for a reliable CHINESE partner to market and sell Sri Lanka tour Packages in China and we are willing to negotiate fruitful conditions with our international partners and achieve win-win situations.

    any information or advises to target Chinese market would be appreciated

    Thanks & Regards

    • Olivier

      Hello Chamith,
      We can help you with a Marketing Campaign that will help you to find partner agencies.
      Email us if you are interested

  • ivana karanikic

    Hello Oliver, my name is Ivana and am the owner of a DMC in Croatia. According to what I have read recently, Croatia is becoming even more popular among Chinese tourists. But is also hard to get into that market.
    What we are providing are not the lowest price, but the experience of our country like we locals do.
    If you think it might be interesting for you, please let me know. We are open for various business combinations.

    • Olivier

      Hi Ivana,
      Nice to meet you. Yes we can help you but we work with monthly fees the first year.
      Send us an email. 😉

  • Hello my loved one! I wish to say that this post is amazing, great written and come with almost
    all significant infos. I’d like to look extra posts like this .

  • Rohan A L Fernanado

    I am interested by Chinese touristes, and I have my own In Bound Tour Operator Company in Sri Lanka which is “Driver in SL Tours” where we work with the European Tourist Market and also want to engage in the Chinese Tourist Market.Your free to contact us on the following

    Rohan A L Fernando

  • how do I find Chinese investors to help capture the huge increase in Chinese tourists to New Zealand . I now are involved with Chinese groups in their most popular destination here but see much expansion of accommodation and adventures that can be made

  • Hi

    I am yobten,CEO of 4Approaches Tour & Adventure in Bhutan. i am so fortune to go through your article. My company has been looking for cluents from china but could not till now.

    With your information, i guess we could make some deal from china.

    Once again thanks for your information.

    With regards

    • Mahesh Thapaliya

      hi Yobten, We are digital advertiser in China, Beijing, we are helping south east asian countries to do digital marketing in China. we can help to promote your company in China.

      • Ayush Raj

        Hi Mahesh

        Warm Greetings

        We are a Hotelier based at Jaipur (Raj.) in INDIA and looking forward to attract Chinese tourists.

        Can you help us to promote our Hotels in China through digital marketing strategy.

        Thanks and regards

        Ayush Raj
        Hotel Miraya, jaipur


  • Hello Olivier,

    I am a Tour operator based in India, Can you help me to get Chinese tourists based on commissions?
    We have the cheapest price of the Market

    • Olivier

      Hi Popey,

      We do not work on commission. Should you wish to change your mode of payment and have a serious project, feel free to contact us. We will be happy to assist you.

  • Yeshi Dorji

    Dear Sir/madam,

    Greetings from Big Bhutan Tours!

    We would like to take this opportunity to introduce our Travel Agent. We are Big Bhutan Tours, a private tour operator registered with Tourism Council of Bhutan. We provide various tour packages like Cultural tours, Eco Tours, Featured Tours, Adventured Tours & Treks and many others.

    We’re exploring opportunity to establish overseas partners and agents in China. It would be a great pleasure if Chines agents are interested to collaborate with our company.

    Thank you very much, and we look forward to hearing from you.

    • Olivier

      Dear Yeshi,

      We have sent you an e-mail about this. Looking forward to doing business with you

      • Dear Sir/Madame ,

        our hotel open scince 8 month ago , we are based on nyon , switzerland

        i’am very interessted in partnership with a travel agency in china , could you please assist on this matter?

        best regads

  • Hello! We are a small touristic company located in Uganda, East Africa. We would like to find a collaborators to attract Chinese tourist to come and join our safaris and tours. For more information, please contact me directly:

  • Hello everyone, I was reading through some of the comments in the start of this discussion, and it took some time for me to realize that you were talking about the zodiac signs? I don’t really get what happened there in the beginning. And I presume this has been asked many times before, and I am sorry if so is the case, but what is the thought behind this discussion? An experiment of some sort?
    Congratulation for your article about Travel industry just amazing.

  • Great article, thanks! We have a Bed & Breakfast Guest House in Cape Town. Please can you tell me who I may get to translate our website into Chinese and hosted in China, as I am interested in doing this?

    • I can offer professional online marketing service for you.

  • The Carb Nite Solution

    Your article content demonstrates that you’re actually well written and able to write attention-catching content articles.

    Ever write for other people? I possibly could compensate you for the work
    (hourly, per piece of writing, .etc).

  • Tanesha

    Ԍreat post. Ι’m facing ɑ few of tɦese issues. It will really be a huge Market.
    VISA policy in many countries, it changes, they start to welcome Chinese People. That s good
    аs well..

  • techno Maker

    This is really interesting, You are a very skilled blogger, and Your website marketingtochina is so interesting. I have joined your feed and stay up for in quest of more of your fantastic post about China. Also, I have shared your website in my social networks linkedin a lot already.


  • Hermelinda

    I visit day-to-day some web pages and information about websites
    to read content, except this website provides quality based articles about China.

  • Kaniaru Stephen

    Thanks Olivier for this article, it has given me an insight into Chines travel marketing needs although it never mentioned about Chines tourists niche in Africa. I would like to market East Africa and more so Kenya to China Market Through Madiba Tours & Travel as there is a great deal of relationship between China and Africa. However Africa have remained the best travel destination due to its natural wealth.

  • This post will help the internet visitors for setting up new weblog or even a blog from start to end.

  • hi am intereted in inviting chinese tourist to KENYA,its a very beautiful country,am in china my no 13431311726,i would like to advertise my country for tourism and invite investors too

  • Hello Li,

    We do not explain how to deal in B2B with Chinese agencies, that is not the topic.

    Experienced Chinese people can do that yes, but also some Foreign agencies with Chinese staff… 😉

    A travelling agency who wants to attract Chinese tourists should have Chinese staff or mandarin speakers.

    • Agree with you, if you would like to open a huge market in China, you had better contact directly with Chinese tourisits.

  • Nice article.
    But how to really deal with local Chinese agencies and how to do B2B an B2C in Chiese Market, it’s not occidental way at all, something is hiding from you, something only chinese people could do among them. What you need to do and to deal is absolutely more than that. I’m not telling here. ^^
    Of course if your company is huge and famous enough.

  • Yes Patrick,
    Freedom has no price, and the trends DIY (do it yourself) is more and more popular !

  • Thank you for sharing these very interesting information.
    according to my understanding of these market, travelling with groups is still very popular !
    I guess in the next 3 years the individual market will become bigger and bigger when people will understand that freedom have no price 🙂

  • Hi Philip,

    I would like to know what our accommodation can do to attract more guests from China.

    We are based in Glasgow in Scotland, Great Britain.

    We are a bed & breakfast accommodation seeking Chinese tourists to stay with us.

    If you view our URL website, we have Chinese translation our website & we are advertised on many hotel websites like, expedia, venere, hostelbookers etc.

    Are there websites that are popular in China that you could reccomend?

    Are there local travel agencies that you could recomend that send large groups of Chinese tourists to Scotland?

    Thanking you in anticipation.


    • hi Zahid,
      I recommand you firstly settle the positioning of your agency and service and then list and contact the potential parnters according to your positioning, that will save you a lot of time and effort. Good luck!

      • Youssef

        Hello dear.
        I have a travel agency in Morocco. And I would like to work with China tourist and help them for organizing trips in all Morocco.

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