When I started to work on my Tourism Trends for 2020 and beyond, I knew it would be important to bring you an update on Chinese Tourism Trends for several reasons. First, because many of you look to me for help in getting into this market, and understanding how to increase visitation to your destination. Secondly because even if this market is not on your radar, it will be within the next 5 years ( barring any political issues which would halt the flow of visitors.)
Chinese inbound tourism ( inbound means visitors from other countries coming to the U.S.) will be the #1 source of international visitors to the U.S. within a few years. And they are looking to visit places outside the big cities, major theme parks and the most popular National parks.
East West Marketing provides our update
To get an accurate update on the trends, I reached out to Alina Xiang, President and CEO of East West Marketing. EWM is a key player in U.S.-China Tourism efforts- they represent organizations such as U.S. Travel, Travel South, Seattle, Philadelphia, South Dakota and more. But they are also very tuned in to smaller destinations and venues and Alina and her team are always generous with their time and knowledge. Read on to see what Alina sees as key trends in this market.
East-West Marketing Insights on Chinese Tourism Trends
The burgeoning middle class in China is rapidly changing the visitor mix, while the growth of mobile technology and digital platforms is dramatically changing the China tourism ecosystem.
Chinese travel behaviors and preferences are rapidly evolving, which can be seen in the hundreds of thousands of travel-related posts on Chinese social media. As Chinese travelers become more experienced, they seek more unique adventures. Rather than joining tour groups, they are increasingly traveling independently, ditching the major tourism destinations and attractions for less exploited places and travel products.
TRENDS
GROWING DEMAND FOR TAILOR-MADE SERVICES
As the demand for independent travel has grown, there is a need for tailor-made services and products. Many travelers, while preferring independent travel, would rather not do all the planning on their own. In China, both established agencies and start-ups, are starting to meet this demand.
There is a big variation in the demand of travel products with a wide range of niche offerings. The outbound travel market in Tier 1 cities in China has, in this way, become more similar to that of Western countries.
LEADING DIGITAL COMMUNICATION CHANNELS IMPACTING THE JOURNEY
The world of digital has transformed the way Chinese travelers consume information and make travel decisions. The power of influencer marketing still reigns supreme in China from the Celebrity Influencer to the leading Key Opinion Leader (KOL) to the Specialty Interest KOL (e.g. food, fashion, etc.).
KOL, short video/live stream official WeChat, and Weibo account management and media marketing are now the primary destination marketing approaches.
INSPIRATION
Chinese travelers shortlist desired options based on emotional connections to and images of destinations. Short video apps or reality shows inspire them and make destinations more attractive.
Tools: Weibo and WeChat destination accounts, reality TV shows, short video platforms such as Red, Tik Tok
PLANNING
70% of Chinese look for information on online travel search engines. They usually use online travel sharing platforms, such as Mafengwo and Qyer for idea inspiration.
Tools: Weibo and WeChat destination accounts, travel experience sharing platforms such as Mafengwo, Qyer
BOOKING
Millennial Chinese travelers are keen on using apps when planning and booking trips, and their willingness to embrace technology is much more widespread than in other countries. A recent report from Jing Daily found that more than 85 percent of Millennial Chinese travelers said using an app was “the easiest” way to book tour packages, flights, cruises, and other forms of travel.
Tools: OTAs [Online Travel Agencies] Platforms such as Ctrip, Fliggy, Tuniu, ZUZUCHE
TRAVELING
Travel peak periods in China are in January to February (Lunar New Year), June to August (Summer vacation), and October (Golden Week).
SIGHTSEEING
Group travel remains popular among Chinese tourists from Tier 2-3 cities. Among those who choose not to travel in a group, fully independent travel is growing more popular at the expense of package tours. The FIT [Foreign Independent Travelers} use social media to research destination information and not only visit landmarks and go shopping, but also desire places that offer natural scenery and family-friendly attractions.
Tools: OTA and UGC [User Generated Content] Platforms, Weibo and WeChat travel articles, Social media platforms, short video platforms
STAYING
Tools: Digital payment (Alipay & WeChat pay), Dianping, Meituan
SHARING
During the trip and once back home, Chinese travelers share their experience in person or on Chinese social media as a way to improve their social status.
Tools: UGC Platforms, Social media platforms such as Weibo and WeChat
Want more information on the China inbound market?
Read these Tourism Pro Talk interviews with:
Daniel Shen, also of East West Marketing.
and Alicia Chuan of East West Marketing
Check out my free resources including Tourism Trends for 2019 and beyond,
If you are serious about making progress in this market in 2020, click here to learn about the China Sales Mission Program. In this 3 month program , I will help you develop your product, train you on best practices in working in the China market, teach you WeChat and more.
At the conclusion of the program we will spend 2 days in NYC on sales calls with top operators. You will feel confident and prepared! It’s a small group of only 8 so if you are interested in learning more, you can just hit reply to this post and we can set up a time to talk. If this program isn’t right for you, I will share other resources that will help you.