In the last few years the tourism sector has found an interesting new audience. The economic success of China created a boom for Chinese tourists. However, it seems that many tourism organisations, operators, and accommodations are struggling to attract this audience. There are many reasons for this, the main one being that businesses struggle to organise an effective strategy to target opportunities from China. In this article, we provide a portrait of Chinese tourists and a few tips to create a plan to grab the Chinese audience’s attention.
Chinese tourists and their preferences
In 2014, more than 100 million Chinese people travelled around the world. On average, they spend £2700 per capita. Obviously, the majority of travellers are members of the Chinese upper-middle class, preferring to travel abroad to avoid overcrowded places in their home country. Their first option is Asia, due its proximity to China. In recent years, Australia and New Zealand have seen increased visits, due to a well-studied and targeted promotional strategy. More than half of Chinese tourists are in their 20s or 30s. They usually like travelling with friends and are looking for adventure, and knowledge of different cultures. This category of students and young professionals is rather underestimated by marketers. However, they represent a golden opportunity.
So how can a tourism organisation engage a Chinese audience? In order to improve reputation in China it is necessary to organise an effective marketing strategy targeting the right groups of people. Here are a few tips to take into consideration:
Translating website and brochures in Chinese
The first step to take when a tourism organisation want to increase its notoriety in China is translating its website into Chinese. Actually, a simple translation may not be enough to have a solid presence online. Businesses should opt for localisation, SEO optimisation for the Chinese market, and usage of Chinese social media.
Using multimedia correctly
Chinese tourists like to be able to see the places they will visit. Many agencies, therefore, produce videos to attract potential travellers and to raise awareness about specific destinations. New Zealand is probably one of the best at using multimedia effectively in China. It has experienced an increase in the number of Chinese visitors after launching a well-planned digital communication campaign, including hosting Chinese TV shows.
Choosing the right social media
The Internet is an important part of everyday life in China and the majority of netizens spend time on social networks. This means your target can be influenced with an effective communication campaign on social media. One of the most popular platforms is Weibo, with 600 million registered users and 176 million monthly active users. An effective communication strategy on Weibo can help you to engage a large number of potential customers and spread your articles and offers all over China. Another website you may need to use is Qzone, a blogging platform where businesses advertise their products or services through fan pages.
Using the right opinion Leaders
Opinion leaders are people trusted by Chinese netizens. They have the ability to influence the decisions of their following communities and have been used in the travel sector by France (Angela Baby) and New Zealand (Yaochen). Money and time spent on creating effective relationships with the two actresses contributed to the success the two countries have had in positioning themselves in the Chinese collective imagination.
What is your experience in engaging Chinese tourists? Do you have any other tips to share with us? Please share your thoughts in the comments section. And if you have found this post interesting, please share it with your followers using the sharing buttons.
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