Marketing to Chinese Tourists: How to Attract Travellers from China to Your Destination?

The influence of the Chinese tourist market is undeniable, making it a crucial market segment for businesses worldwide. By understanding their unique needs and preferences, you can effectively capture a share of the growing global travel market.

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.

How to attract Chinese tourists - statista

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.

Mobile payment in china

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.

Marketing to Chinese tourists: Galeries Lafayette on WeChat

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.

forum marketing china - baidu-tieba-thailand-sub-forums-tourism-china-marketing

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.


  • Hallo Team,
    I am the founder and CEO of Zora & Zuri Journeys a tour operator in Kenya. I have gone through your articles and they are so informative and best educative for someone interested in the Chinese outbound tourists. I would like to be part of that frontline Tour operators to handle Chinese tourists with excellent customer satisfaction-oriented services.
    We offer safaris and sightseeing attractions ranging from national parks to cultural visits.

  • Akila Kurera

    Hi we would like to have chineese tourists to Sri lanka

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