Chinese Outbound Tourist Marketing and Promotion
Features of Chinese Outbound Market
In 2024, Chinese outbound tourists visited over 210 countries or regions. And 20 countries or regions with over one million outbound travelers, and over 60 countries or regions with over 100000 outbound travelers.
Per the destination, Asia holds the position of the preferred destination for Chinese tourists, accounting for over 60%; The European maintains a stable market share of about 25%; The emerging destinations such as Africa, the Middle East, and the South Pacific have shown significant growth rates, with their share expected to reach 15% by 2025.
Per the tourist consturcture, it is expected that by 2030, the high-income group in China with an average annual disposable income of over 200000 yuan will reach 480 million people. The middle- class, as the main force of outbound tourism, accounts for up to 60% and is driving "quality tourism" to become the mainstream of the market. Generation Z and the silver haired generation (over 50 years old) are two major potential customer groups with completely different characteristics.
Guangdong, Beijing, Shanghai, Jiangsu, Zhejiang, Shandong have relatively high outbound tourist numbers, making them the main source market provinces for outbound tourism in mainland China.
Marketing and Promotion in China for Chinese Outbound Tourist Market
According to tourist destination contry's Marketing and Promotion Campaign Plan, and the key features of the Chinese outbound tourism market,
as well as policy, demographics, socio-economic evolution, tourist popular destination, market trends,
and focus on issues such as product development, market segmentation, demand and supply analysis, tourist market characteristics, media chanell,
to make marketing stragisties and promotion solutions.
List of Marketing Stragisties and Promotion Solutions in China
1, Make out the marketing and promotion plan in China for Chinese outbound tourist destinations.
2, Establish or entrust to establish promotion and marketing groups (teams) in China (Headoffice in Beijing or Shanghai, region office in Chengdu, Guangzhou etc)
3, Creat destination's official tourist website (Chinese version), live video, and digit media platform in China
4, Arrange destination's state and campaign staff to visit China, to study Chinese outbound tourist market, to interview and exchange with China's organs.
5, Carry out local marketing campaign event and road show,cultural and tourism exchange show, tourist photograph contest in China
6, Make stable social media and internet promotion with video, image, text, game, movie content.
7, Make destination's tourist attractives content stable production, covering local sightseeing, cultrue, festival, events, dailylife, safty environment, and tourist catering etc.
8, Full-cover the social media communication platforms such as Wechat moment, Today's Hheadline, WeChat official account, Douyin (Tiktok), Xiaohongshu (the Red Book), Bilibili, Zhihu, KwaiLive, Baijiahao, Video ID (WeChat). A well as websites, weibo, video, live broadcast, AI agent platform etc.
9, Full cover the tourism media communication platforms such as Ctrip, Mafengwo, Tongcheng, Tuniu, Fliggy, Qyer, Lvmama etc.
10, Official media agencies' media such as: Xinhua, China News, People, People Daily and local provincial medias.
11, Offline organs such as, tourism associates, key (Chinese outbound) travel agencies and tour operators such as CITS, Caissa, CTS, CYTS, Guangzhilv, and other local leading operators.
12, Developing incentive plan for top orperators, media, KOL etc.
13, Invite key travel agencies and associates to visit destination's countray or state / province / tourist region, interview and exchange with local staff.
14, Upgrade and integrate the distination's tourist facilities, tourist environment, catering syatem and tourist service, as well as international transportation.
15, Building and training the group of both destination's local tourism staff and tourist marketing & sale staff (Chinese guide, expert, professional, marketer, social media star, feedback anlysts).
16, Capital and tourism investment.
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