Target 'niche' Chinese travelers, not numbers
With a new generation of travelers, there's no longer such a thing as 'the Chinese tourist'
The Chinese market has evolved a lot. It used to be thrown in one pot, like the Chinese only travel in big groups and take lots of pictures; they only go to the big places. The pandemic has changed that, with many Chinese travelers visiting an increasing number of countries.
Key takeaways
The Chinese mass market remains focused on "iconic" international travel destinations, such as New York, Paris and London;
Destinations like Africa are not going to attract that bulk market; it remains a niche destination for Chinese tourists with focused interests in things like culture, wildlife and exploring;
Marketing initiatives should span both the public and private sectors, ensuring that messaging is targeted to attract diverse budgets, ages, travel interests, preferences and travel motivations
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