Chinese tourists are looking for richer cultural experiences when venturing abroad, an expert in China’s tourism research industry said at the ITB in Berlin.
“Chinese tourists have been regarded as mobile ATM machines who only want to shop,” said Sophie Zhang, Senior Manager for Programs and Projects, World Tourism Cities Federation (WTCF). “But that’s changing. They are increasingly interested in exotic customs, beautiful scenery, the environment, and landscapes.”
Given that 65% of Chinese outbound tourists have already made at least four overseas trips, Zhang said tourism operators should ask themselves four questions when marketing to Chinese tourists: Why is it important to market to Chinese tourists, What do those tourists look like, and How can they be incentivized to visit?
Marketing through Chinese online platforms, offering discounts on tickets to promotional events and galleries, and promoting direct flights resonates among Chinese tourists, Zhang added.
Focusing on parent-child tourism is especially important as well, because “the best way to deal with the issue of children caring for parents is to take the parents with them,” Zhang said.
But destinations should always consider the potential for bad experiences to spread rapidly on Chinese social media sites.
Zhang recounted a story about how a Chinese son who took his mother to Sweden wrote about his unpleasant experiences in Sweden on a Chinese social media site.
“The reputation of a destination among Chinese people can be ruined in one day,” she said, citing WeChat, Weibo, and QQ Zone as apps that could be used to express discontent.
She also suggested that countries seeking to attract Chinese tourists simplify visa applications and offer Chinese-language translations of immigration forms.
“And being friendly all times is important,” Zhang noted. “If you are friendly to Chinese tourists, they will reward you with millions in income.”
The number of Chinese outbound tourists increased by 13.5% in 2018 to 162 million people.
The total overseas expenditure of Chinese tourists rose 4% in 2018, reaching $268 billion during the first nine months of 2018.
This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted. Michael Scaturro is reporting exclusively for 4Hoteliers.com at ITB Berlin 2019 - www.4Hoteliers.com/itb.
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