In the digital age, listing a travel destination on an online travel platform is merely the first step. Marketing a travel destination to Chinese tourists in 2025 requires a strategic approach that leverages the latest trends, Chinese preferences, good reviews and more.
With China’s middle class continuing to grow and expand its global travel horizons, understanding how to tap into this market is crucial. In 2024, the number of outbound Chinese tourists is expected to surpass 130 million, making it one of the largest and most profitable tourism markets globally. This comprehensive guide will outline the ways for travel destinations to successfully market to Chinese tourists, incorporating the latest data and real-world examples.
Understanding the Evolving Chinese Tourist Profile
The Chinese outbound tourist market has witnessed remarkable changes. The affluent middle class continues to expand, and their travel preferences are evolving. For instance, a recent survey showed that Chinese tourists now prioritize unique cultural experiences over pure luxury consumption. They are seeking destinations that offer a blend of authenticity, adventure, and relaxation.
Take Japan as an example. In recent years, Japan has seen a surge in Chinese tourists, not only because of its shopping opportunities but also due to its rich cultural heritage and beautiful natural scenery. Japanese tourist destinations have been successful in marketing their traditional tea ceremonies, cherry blossom festivals, and onsen (hot spring) experiences, which resonate well with the Chinese tourists’ desire for novel and immersive cultural encounters.
Moreover, Chinese tourists typically prefer to travel in groups. Therefore, when marketing your destination, ensure you provide facilities for group travel, such as coach tours, tour guides, and collective room bookings. This not only caters to their travel preferences but also provides a sense of familiarity and comfort, which is important to Chinese tourists.
In addition to seeking luxury and group travel, Chinese tourists also look for a combination of variety and familiarity. They want experiences that are different from the norm but also have elements of comfort and familiarity, such as Mandarin language translation and cultural similarities. Ensure your destination provides this and markets itself as one that specifically caters to Chinese tourists.
Visibility on Baidu to Enhance Travel Destination Awareness
Baidu, the largest search engine in China, is the go-to platform for Chinese tourists when researching travel destinations. Ensuring your destination is a top result when certain keywords are entered is vital. This requires engaging in SEO practices specifically tailored to Baidu’s search algorithm.
According to recent data, over 80% of Chinese internet users rely on Baidu for search queries. Therefore, it’s crucial to optimize your website and online presence for Baidu search. This includes using relevant keywords, creating high-quality content, and building backlinks from authoritative Chinese websites.
Furthermore, consider creating a dedicated Baidu Baike page for your destination. Baidu Baike is a Chinese-language Wikipedia, and having a page on this platform can significantly increase your visibility and credibility among Chinese tourists.
For instance, the tourism board of Thailand has been actively optimizing its Baidu presence. They have created detailed and engaging travel guides in Chinese, focusing on popular destinations like Bangkok, Phuket, and Chiang Mai. By incorporating relevant keywords such as “Thailand travel guide,” “Best things to do in Bangkok for Chinese tourists,” and optimizing page loading speed and mobile responsiveness, they have significantly increased their organic traffic. Their efforts have led to an increase in website visits from Baidu search.
Harnessing the Power of Chinese Social Media
Social media plays a significant role in the travel planning process for Chinese tourists. They use platforms like Xiaohongshu, Weibo, WeChat, and Douyin to share their experiences, research destinations, and connect with other travelers.
Xiaohongshu, it has emerged as a powerful platform for marketing travel destinations to Chinese tourists. With over 320 million monthly active users, many of whom are young, affluent, and travel enthusiasts, it offers unique opportunities to showcase the charm and allure of a destination.
In 2024, the tourism board of Italy launched a highly successful campaign on Xiaohongshu. They collaborated with popular travel influencers. These influencers created visually stunning and detailed travel diaries, sharing their personal experiences in Italy.
To further enhance the campaign’s impact, the Italian tourism board also launched a series of interactive challenges. They encouraged users to share their dream Italian travel itineraries, with the chance to win a free trip to Italy. This generated a high level of user participation, with over 5,560 thousand entries and millions of views on the related hashtags.
Another effective strategy on Xiaohongshu is to create a dedicated brand account and regularly post high-quality content. The tourism department of New Zealand has been doing this by sharing breathtaking photos and videos of its natural wonders. To name a few, Milford Sound, Queenstown, and the geothermal areas of Rotorua. They also provide detailed travel guides, including information on local cuisine, accommodation options, and unique cultural experiences. By interacting with users through comments and direct messages, they have been able to build a strong community of followers and advocates.
Cultivating Positive Reviews and Reputation Management
Chinese tourists heavily rely on online reviews. Platforms like Ctrip, Qunar, and Mafengwo are popular among them. In 2024, a study found that 85% of Chinese tourists would read at least five reviews before finalizing a travel destination.
For example, the Maldives tourism industry has been actively managing its reputation on these platforms. They have provided incentives to Chinese tourists who leave positive reviews, such as free snorkeling trips or spa vouchers. This has led to a significant improvement in their overall rating and an increase in bookings. Additionally, they have promptly addressed any negative reviews, showing their commitment to customer satisfaction. As a result, the number of Chinese tourists visiting the Maldives in 2024 saw a significant increase compared to the previous year.
Discounts and Promotions for Travel Destinations
Chinese tourists are always on the lookout for good deals. In 2024, a survey by a leading market research firm showed that 70% of Chinese tourists would be more likely to choose a destination if it offered a significant discount or promotion.
Consider offering seasonal promotions, early-bird discounts, or package deals that include accommodations, meals, and activities. Additionally, you can create loyalty programs that reward repeat visitors with discounts or other perks. These promotions can effectively attract more Chinese tourists. In addition, they also encourage them to spend more money during their trip.
For instance, the tourism authority of South Korea launched a “Visit Korea 2024” campaign. They offered discounts on flights, hotels, and attractions for Chinese tourists. They also provided freebies such as Korean beauty product samples and traditional handicrafts. This campaign led to a substantial increase in Chinese tourist arrivals in the first half of 2024 compared to the same period in the previous year. The discounts and promotions not only attracted more tourists but also increased their spending on shopping and dining during their stay.
Telling Captivating Stories
Chinese tourists love narrative and well-constructed stories that elevate a sense of place. These stories add value and meaning to their travel experiences. The most popular and enduring narrative in modern China is still the love story.
In 2024, a case study of the city of Paris found that by sharing the love story of a Chinese couple who got married in front of the Eiffel Tower and their romantic experiences in the city, they were able to generate a significant amount of interest among Chinese tourists.
The Paris tourism board created a short film and a series of blog posts about the couple’s journey, which went viral on Chinese social media. This led to a considerable increase in inquiries about Paris as a honeymoon destination. By tapping into the emotional aspect and creating relatable stories, destinations can forge a deeper connection with Chinese tourists.
Conclusion
In conclusion, marketing a travel destination to Chinese tourists in 2025 requires a comprehensive and tailored approach. By understanding their evolving preferences, leveraging the right digital platforms, managing reputation, offering attractive deals, and telling compelling stories, travel destinations can position themselves for success in this highly competitive market. Deep Digital China is here to assist international companies in navigating this complex landscape. Contact us today to start your journey towards unlocking the potential of the Chinese tourism market.