Marketing to Chinese Tourists & Travellers: The Ultimate Guide

China is one of the largest outbound tourism markets in the world, with millions of Chinese tourists travelling abroad each year. As a result, it has become crucial for businesses in the travel and hospitality industry to understand how to effectively market to these tourists. In this article, we will provide you with the ultimate guide to marketing to Chinese tourists and travellers.

1. Understand Chinese Culture and Values

To effectively market to Chinese tourists, it is important to understand Chinese culture and values. Respect for elders, family, and tradition are highly valued in Chinese culture. Additionally, Chinese people place a strong emphasis on face-saving, or not losing face in front of others. This means that they have a tendency to avoid conflict or negative situations. Recognizing these cultural nuances will help you tailor your marketing efforts effectively.

2. Utilize Popular Chinese Social Media Platforms

Chinese tourists heavily rely on social media platforms such as WeChat, Weibo and Douyin for travel information, recommendations and reviews. WeChat, in particular, is the most popular social media app in China, with over 1 billion users. It is a multifunctional app that combines messaging, social media, payment and e-commerce capabilities. To reach Chinese tourists, it is important to have a strong presence on these social media platforms.

3. Partner with Chinese Travel Agencies

Chinese tourists often book their trips through Chinese travel agencies, which are highly influential in the decision-making process. Partnering with Chinese travel agencies is an effective way to gain access to this market. These agencies have established networks and relationships with Chinese tourists, and can help promote your brand to their clients.

4. Provide a Localized Experience

Chinese tourists are drawn to destinations that offer a localized experience. This means providing signages and menus in Mandarin, offering Chinese cuisine, and providing experiences specific to Chinese culture. A great example of a successful local experience is the Shanghai Disneyland Resort, which has incorporated Chinese culture into the theme park, while still staying true to the Disney brand.

5. Offer Mobile Payment Options

Mobile payment options are widely used in China, with nearly 80% of Chinese tourists preferring to use mobile payment options when travelling abroad. Companies such as Alipay and WeChat Pay are popular options. Accepting these payment options will make it easier and more convenient for Chinese tourists to purchase your products or services.

6. Provide High-Quality Customer Service

Providing high-quality customer service is key to attracting and retaining Chinese tourists. Chinese tourists expect a personalized and attentive customer service experience, and may be less forgiving if expectations are not met. Ensuring that your staff is properly trained to handle the needs and preferences of Chinese tourists will go a long way in building loyalty and positive brand recognition.

In conclusion, the Chinese tourism market presents a tremendous opportunity for businesses in the travel and hospitality industry. Understanding Chinese culture and values, utilizing popular social media platforms, partnering with travel agencies, providing localized experiences, offering mobile payment options, and providing high-quality customer service are all key elements to reaching and engaging with Chinese tourists. By implementing these strategies, your business can successfully tap into this market and establish a strong foothold within the industry.