China is one of the largest, most lucrative outbound traveler markets, and tour and activity operators would be wise to market their products to these international visitors. When it comes to promoting your tours and activities to Chinese travelers, it’s important to have an understanding of what their preferences during their online booking journey and throughout their actual vacation in their chosen destination.

Here’s 5 things that all tour operators should know about Chinese tourists:

1. China is ranked #1 in the online world.

China is home to the largest base of Internet users, with more than 730 million people online in the country. In 2016 alone, these online users generated more than $770 billion in online sales. They consider the Internet to be a second home, and are skilled at utilizing the web in order to enhance their daily lives. Tour and activity operators who want to market to Chinese travelers need to have a quick, mobile-friendly website that prioritizes the user experience.

2. The Chinese population has unique buying behavior.

Chinese consumers have shifted their preferences in recent years, and are more motivated to purchase products that will enhance their general health and well-being. Tour and activity operators should offer wellness experiences, such as an activity that ends with a yoga session or a tour that includes local organic snacks.


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3. Social commerce is on the rise in China.

Chinese residents spend nearly 2 hours per day on their favorite social networking sites, but they aren’t spending all of their time connecting with their followers. Instead, they use social media to pay their bills, to make purchases and to finalize their travel plans. Tour and activity operators need to offer booking capabilities through their social platforms in order to capture the attention of this market segment.

4. China has various digital platforms.

Facebook, Instagram and Twitter are the preferred social networking sites of many people around the globe, but the Chinese prefer their own digital platforms. These include WeChatYouku and Weibo. Tour and activity operators should develop a presence on these sites in hopes of developing brand recognition among Chinese tourists.

5. Market to ‘second tier’ cities in China.

Instead of trying to tap into the massive markets of Beijing and Shanghai, tour and activity operators should start by promoting their products in “second tier” Chinese cities. These include Fuzhou and Urumqi. Tourists hailing from these Chinese cities still have the same high incomes as those in the major “first tier” cities, yet they are not as heavily influenced by other global brands.

By adjusting your marketing strategy and tweaking some of your tour and activity products, you can easily attract the influx of outbound Chinese tourists who are likely heading to your destination. These travelers are heading across the world in droves, exploring every corner of the world while looking for new experiences.

To stay ahead of this trend and to learn more about the latest tour and activity news, follow the Rezdy blog today.

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