Marketing to Chinese Tourists & Travelers

Do you need help with your Marketing to Chinese Tourists/ Travelers?  You want to understand different strategies, ways to get Chinese Clients With the rise of Chinese tourists traveling abroad every year, more and more tourism professionals are struggling to find out how to attract Chinese tourists.

 1- Chinese Group of Tourists are now a gold mine for many companies

Nowadays, when we talk about travel and tourism, we think directly about China. According to data published by the National Tourism Administration of China (CNTA) and the United Nations World Tourism Organization (UNWTO), China has the highest number of outgoing tourists 97.3 million in 2013, and the amount The highest expenditure abroad ($ 102 billion 2012), making China the largest source of the outbound tourism market in the world.

a. Overview of the market

Outbound tourism in China has undergone significant changes in recent decades. The volume of international travel by Chinese travellers grew from 10 million in 2000 to nearly 100 million in 2013, a huge jump from other countries in the world. In addition, China’s global share of outbound travel, which was only 1% in 2005, will now be estimated at one-fifth of world travel by 2023. The rapid growth rate alone is no longer sufficient to explain the evolution of tourism out of China, which is closely linked to the social changes that the country has experienced over the past decade.

By 2016, about 68 million Chinese citizens have travelled abroad and this figure is expected to reach 100 million by 2021. If outgoing Chinese tourism meets these expectations, this would be equivalent to almost 40% of the total market of outbound tourism for the Asia-Pacific region.

b. popular Chinese tourist’s destinations

Chinese tourists are now a gold mine for many tourism industry companies. Chinese tourists often go abroad to popular tourist destinations such as Canada, France, the United States, U.K., South Korea, and Japan. However, Chinese tourism has taken another turn, as the Chinese are now more attracted to destinations like Thailand, Cambodia, the Philippines, Morocco, and Vietnam. Similarly, there is also a reduction in group travel for individual travel, as Chinese tourists are more in search of adventures and unique experiences

2- How to actually attract these Independant Chinese tourists?

It is crucial to ask how to actually attract this mass of Chinese tourists

a. A multi-channel marketing strategy 

Generally, Chinese tourists do not book flights or hotels on any platform. Indeed, the Chinese are quite special. To access this market, it is important to advertise on the channels that the Chinese use.

While most companies adopt a multichannel marketing strategy, they ignore China’s most exclusive channels. That is a serious mistake, given the fact that the number of outbound Chinese tourists increases dramatically each year. Therefore, in order to attract Chinese customers, it is crucial to use the various Chinese channels as a tourism marketing strategy.

One of the most important aspects of social network marketing is the fact that you can interact with other Chinese users. By responding to user comments and messages, you can create lasting relationships with potential customers. Simply establish your company’s page on Chinese social media platforms and engage with a few customers can ultimately seriously improve your company’s brand image.

b. Have a proper Chinese social marketing 

The marketing of social networks has become the marketing strategy most coveted by many companies in the tourism industry. A social network is more personal and encourages sharing and propaganda by word of mouth.

In addition, travel companies have begun to optimize their websites and services to promote access via smartphones, as a study has shown that a significant number of Chinese tourists use their smartphones to book and organize flights, Hotels.

c. Chinese social media platforms

One of the most common marketing strategies these days in China is the use of social media. Indeed, advertising on various Chinese social media platforms is very effective. Among these major platforms, we have WeChat, which is now the platform for the excellence of many companies. With around 889 million registered users in December 2016, Wechat has become a powerful tool for businesses around the world. It is widely used especially among Chinese youth, who are most likely to travel.

As a second popular platform in China, we also note Weibo. It is also very powerful for sharing images and content with a wider audience. Although it cannot match the Wechat user base, it still registered nearly 260 million active users in 2016. Chinese tourists often look for information on these social media platforms before making decisions about travel.

d. Invest in Chinese Search Engines 

One of the effective strategies to reach the Chinese market is advertising through search engines. Among these search engines, we have Baidu, which is by far the most powerful leader in the Chinese search engine market, with nearly 80% market share. There are several other search engines equally powerful, but none is comparable to Baidu.

Optimizing your website through Baidu’s SEO strategy can be very beneficial in increasing the reach of your business in the Chinese market.

Just like Google, Baidu offers a wide variety of advertising options for businesses. However, advertising on Baidu requires that companies drown in a ton of administrative paperwork, which is incredibly difficult for non-Chinese companies. Baidu needs a large amount of information, in order to stay in line with the Chinese government regulations.

e. The forums for travellers

One of the best ways to find out what Chinese people are really looking for is to go to Chinese travel 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, last year 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.

f. Online Travel Agencies (OTA)

As mentioned above, Chinese tourists do not use the usual travel sites. The main online travel agencies (OTA) in China are CTrip, eLong, and Qunar. We also note the presence of TuNiu, Mangocity, and There is also Meituan, a group buying site, which has managed to gain a significant share in the accommodation market. This market is clearly very competitive.

The two biggest competitors in recent years have been Qunar and Ctrip, each controlling a market share of 30-40% by 2015. However, by 2015, these two giants have agreed to exchange parts and collaborate. Now, they control almost 80% of the OTA market.

Advertising and registration of hotels and other properties on these sites are incredibly effective in attracting Chinese tourists. Advertising space on these websites is limited, and large hotels and tourist services make access difficult for small businesses. That is why travel agencies use other digital media. This is the case of travel agencies such as Aiguemarine Paris, which is a luxury tourism agency targeting the Chinese top-class customer in Europe. They used our services with these missions:

  • Content Management
  • SEO on Baidu and Google
  • Social Media

AigueMarine Case study

The result was not long in coming, we have R. Porta founder of AIGUEMARINE Who said “The SEO solution realized by Gentleman Marketing Agency for our company was effective. Since the first few months we have achieved excellent results in SEO on Google and Baidu, our visibility has been improved and we quickly got many new customers on the Internet. ”

Tour From Bali

We also note in this same momentum: Tour from Bali offers the best tours and vacation packages in Indonesia for Chinese travelers. Their name “Tour from Bali” is based on the idea that tourists in Indonesia typically first arrive in Bali to begin their journey through Indonesia. Their experts have searched the country to find the best and most affordable tours and activities that will suit all customers’ travel needs, and especially for Chinese Clients. They have once again used our services and for improving their visibility, we have proposed the following solutions:

=>SEO on Baidu

  • Update backlinks
  • Update keywords
  • With the result: 80Leads / month
  • Top on Baidu when people search for relevant words

-for E-reputation on the market

– Effective Advertisements

=>Good engagement on forums / social media

g. Localize content for “Chinese”

Website content, promotions and articles should be created with a target audience in mind. Chinese tourists do not necessarily like the same things as Western tourists. It is important to always make sure your Chinese website advertises things that they like.

marketing Chinese travellers Tourism

h. Influencing Marketing to Chinese Tourists

Known as KOL (Key Opinion Leader), the KOL has become a powerful tool for marketing in China. Many KOLs 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 KOLs more.

marketing CHinese tourism

i. Intense promotion before Chinese holidays

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.

j. Convert Chinese Leads into Clients 

China is a big country and people from different regions have different expectations when traveling. While many travelers can come from China’s largest cities and speak a little English, other older travelers coming from smaller cities will definitely have trouble communicating unless you can speak Mandarin. It is therefore crucial for any tourist company wishing to attract more Chinese tourists to be able to speak Mandarin.

Communication is the Key !

Have Speaking Mandarin will be more beneficial for you and will put the tourist in confidence because the latter will feel understood in his language. Give your Chinese customers a reason to go home and tell their friends how great their experience has been with your business. This will pay off in the long run.

k. Cinema: great propaganda tool

Film and television are a medium form of communication to inform the Chinese public about their potential travel destination. A movie or television series watched by millions of Chinese can have a profound impact on the mass audience. This strategy is called product placement, a mature marketing technique in the United States today, and progress in China. The cinema reflects the life, real-life or life 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.

l. Recommendations from friends

In a collectivist culture like China, which emphasizes the importance of group ties, individuals are easily influenced by the people around them. Naturally, Chinese tourists always ask their friends’ destination recommendations when planning their trips abroad. This also means that if a business owner wins the heart of a Chinese tourist, he will likely receive visits from many Chinese tourists in a very short time thereafter.

Marketing to Chinese tourists go digital

Digital Marketing to Chinese Tourists

3- Lead Generation : the Right strategy at the lower cost 

The process of attracting and capturing Chinese tourists and converting them into customers is unique, fragmented, and dynamic in China’s social media landscape. The Chinese tourists want to see rich and authentic content before giving their consent or interest. In China, tourism agencies willing to attract Chinese should, first of all, understand the culture of the Chinese and adapt their services to Chinese tourists. They are more and more sophisticated; they love the quality and luxury service.

ask us for more information.

3.1- Baidu SEO & SEM

SEO on Baidu leads to more exposure and traffic. Our teams optimize your website and the content to deliver SEO results on Baidu. This is the largest Chinese search engine with 70% of the market. The process is different in China, different skills and techniques are required when compared to western search engines like Google. Smart SEO strategy focuses not only on improving the ranking of your website but also on creating quality content for potential customers. Companies that understand this will have a competitive advantage because they will build up a better online image and reputation. This not only improves visibility but also leads to the Chinese having a strong level of trust in your company, this leads to results.

Baidu Results on USA Travel

4- E-Reputation is Very important 

The internet is full of many storytellings and news that affect brands in one way or the other. The Chinese tourists are looking for agencies that have a good image and more visibility; they often create social buzz and forums to gauge the reputation of brands. Tourism agencies that want to keep the Chinese as active tourists have to promote their image on the right online portals to engage Chinese interest. Social media platforms like Weibo, Wechat, Sina can be used by press campaign marketers to utilize Chinese bloggers, key opinion leaders, banner displays, and influencers.

5-Social Media Marketing in China

Social media in China is not so difficult; the secret is to generate “traffic”. In China, we know how to start, how to facilitate, and develop these conversations among Chinese citizens. We combine Online Public Relations, Design, and Viral Marketing with attractive communication methods on every Chinese platform:

  • Wechat
  • Weibo
  • Tieba
  • Tianya
  • Douban
  • etc

Our Agency’s target:

– being renowned as a dedicated Chinese social media channel to support our clients in this field,

– To educate and explain digital works in China and demonstrate how well we know our industry.

Marketing to Chinese Tourists how we can help you

We know how to make it work for your company in China.

We are developing Tourism projects in China every day.

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 Lead generation campaign to Get Chinese Clients

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

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