Marketing to Chinese tourists in 2023

Understanding Chinese social media platforms and digital marketing in China will be key to reaching this target market

Mar 28, 2023

For tourism businesses around the world looking to attract more Chinese tourists, it will be increasingly important to understand how to conduct digital marketing campaigns on Chinese social media sites and to understand the differences between China’s top social media platforms.

Key takeaways

  • Because of their heavier reliance on social media as opposed to tour guides, millennial and Gen Z tourists from China are more independent travelers.
  • In 2023, the top social media platform for tourism related information has become Xiaohongshu, replacing social media and travel booking platform Mafengwo;
  • As the most used app in China, WeChat is another obvious choice or conducting Chinese tourism marketing operations on;
  • As mobile payments are ubiquitous in China while credit cards rarely used, businesses catering to Chinese tourists should ensure they can accept payments other than cash and credit from Chinese tourists.

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