China Tourism Marketing Strategy

China is a rapidly developing business sector for outbound the travel industry and a massively rewarding one with extraordinary development potential. Be that as it may, to advance your goal and effectively market to Chinese travelers, it is vital to really understand the specific requirements of effective China outbound tourism, particularly with regards to available marketing platforms. By pinning down Chinese tourism trends, available digital and offline platforms and specifics about the in-country market and audience, global marketers can ensure a healthy ROI on their marketing activity – and a measurable upswing in those all-important bookings.

Quick Facts

  • Chinese tourists tend to book their trips 3 months in advance;
  • Those booking the trips are mainly female and upper or middle class; and
  • Destinations with a direct flight link to their own city are preferred.


A good way to start preliminary research is through Chinese forums as potential tourists base their purchase decisions on traveler’s experiences, comments and opinions posted in online travel forums. The most popular interactive travel forums in China are: TuNiu, Mafengwo and DaoDao (Trip Advisor). For businesses, forums are powerful platforms to understand prospects’ needs and interests. Therefore, don’t blindly predict what Chinese tourists want, be resourceful and utilize what is already there.

Online Travel Agencies

Travel agents are still the preferred mode of booking holidays for Chinese tourists, even FITs mostly book through online travel agencies. Collaborating with OTA is vital for them to sell your destination, activity or hotel. Easy ways to connect with them include trade shows or simply finding the right contact on their respective websites. By working together, you are ensuring your brand is in the best possible place for it to be marketing to Chinese tourists.

The biggest names in the OTA industry in China for 2019 are: Alitrip (Fliggy), CNCN.com, Ctrip,eLong, Lvmama, LY.com, Qunar.com, and Tuniu.