How to Attract Chinese Tourists (Groups and Independent Travelers)

The Chinese outbound tourism market exhibits remarkable diversity, encompassing a wide range of age groups, income levels, and interests. However, they all share a profound fascination with popular travel destinations, mobile payment solutions, and social media engagement.

Quick hello. I am Claire Verot, and I help destinations and travel brands win Chinese travelers. The old group-tour playbook is fading. Independent travelers now lead, and they plan everything on Xiaohongshu and Fliggy before they leave. Reach both groups and free-and-easy travelers, in Chinese, and you win the booking. Here is how.

Anticipations for 2023 are centered around a significant recovery, particularly during the second and third quarters. These periods are expected to witness a surge in Chinese travel, fueled by the allure of summer months and the resolution of visa-related concerns. Historically, Chinese international travelers have held the position of the world’s largest tourism spenders, and their inclination for overseas shopping sprees has been well-documented.

According to the United Nations World Tourism Organization, before the pandemic, Chinese travelers embarked on a staggering 154.6 million trips abroad and expended a staggering sum of nearly $255 billion.

Make Your Travel Business Easy and China Friendly

Work to create a destination perfectly suited to Chinese tourists. Work with your service provider to implement some of the entry-level, Chinese-friendly innovations, such as Chinese signage and simplified restaurant translation menus, along with Chinese language services, digital payment, etc.

Over the past several years, Chinese tourism has brought £43 million to Scotland. Furthermore, the Edinburgh Travel Action Group provides comprehensive support, advice, and training to help travel companies attract and welcome Chinese tourists.

Make Payments Easy for Chinese Tourists

Chinese tourists do not use Western credit cards and do not want to bring a lot of cash so it is important to provide the most popular Chinese payment options: China UnionPay, Alipay, and WeChat wallet. These online payment platforms are ubiquitous in the Chinese market, with savvy overseas destinations and retailers, including LaFayette Gallerie in Paris or Harrods, and Body Shop in London, reaping early returns.

Adapt to Changing Trends in China’s Tourism Industry

In recent times, there has been a notable rise in the number of affluent Chinese tourists who seek out more personalized and immersive travel experiences. This emerging trend of Free Independent Travelers (FITs) demonstrates a clear inclination toward luxury tourism and exploration of emerging markets, moving away from the conventional group tour packages.

The influence of online platforms on their decision-making process cannot be understated, as a significant 69% of Chinese travelers rely on Chinese social media platforms for travel inspiration and gathering relevant information. Furthermore, these prosperous independent tourists are departing from standard itineraries and opting to tailor their trips according to their individual preferences.

This includes selecting niche destinations that align with their interests, such as art or history, indulging in local cuisine at distinctive food establishments, or participating in exclusive activities like attending orchestral performances or embarking on hot air balloon rides.

A recent survey conducted by CNBC unveiled the top destinations of interest for outbound Chinese tourists, which include Canada, Japan, South Korea, Australia, and Europe.

Marketing Strategies For Chinese Tourists And Travelers

Chinese Websites

Your brand will never be successful in China if you don’t adapt to the digital landscape. The truth is that most of the research done by Chinese tourists in 2023 happens on phones. This means that you can’t skip mobile adaptation and content localization.

With over 98% of Chinese internet users accessing the internet via mobile devices, having a mobile-optimized website is crucial. It should have an intuitive user interface, fast loading time, and easy navigation.

By providing a seamless digital experience across multiple touchpoints throughout the customer journey – from research to booking and post-trip follow-up – you can increase engagement levels among Chinese customers and drive more bookings for your business.

Social Media Platforms in China

The potential of these platforms in reaching out to this specific market segment is tremendous, given the staggering number of over 1 billion active monthly users on WeChat alone. Utilizing these platforms effectively can prove instrumental in promoting your travel destination.

Weibo, for instance, serves as an excellent medium for sharing captivating images and engaging content that can capture the attention of potential travelers. On the other hand, WeChat offers a comprehensive range of functionalities, including in-app payments and location-based services, tailored to the unique preferences of Chinese tourists.

The influence of social media usage is undeniable when it comes to shaping travel decisions among Chinese consumers, who heavily rely on online reviews and recommendations from fellow travelers. Therefore, harnessing the power of user-generated content (UGC) and collaborating with Key Opinion Leaders (KOLs) who boast a substantial following on these platforms can significantly enhance your brand’s visibility within this audience.

Localized Services and Multilingual Support

Here are some ways you can enhance your services with localization and multilingual support to better cater to this market segment:

Translate your website and marketing materials into Chinese: This will facilitate the discovery of your business by potential customers online and make them feel more at ease when making bookings.

Train your staff in cultural sensitivity: Understanding Chinese culture and customs is vital when engaging with Chinese tourists. Providing customer service in Mandarin can also greatly assist in effective communication.

Offer payment options that cater to Chinese tourists: Many Chinese tourists prefer using mobile payment platforms such as Alipay or WeChat Pay instead of credit cards. Incorporating these options can improve convenience and satisfaction.

Provide language-specific amenities: Consider incorporating Chinese signage, and menus, or offering access to Mandarin-speaking staff or tour guides. Additionally, providing familiar breakfast options can enhance their comfort during their stay.

By embracing localized services and multilingual support, you’ll create a more inclusive and welcoming experience for Chinese tourists traveling abroad.

Partnering with Chinese Travel Agencies and Influencers

Collaborating with agencies such as Ctrip and Mafengwo highlights a significant influence on China’s travel industry. These platforms are often compared to Tripadvisor and hold immense popularity among Chinese people who rely on them for tourism-related information, trends, and recommendations.

Another effective approach involves partnering with KOLs or Key Opinion Leaders. These individuals possess substantial followings on social media platforms and leverage their influence to promote destinations, services, or products through engaging posts and videos on popular platforms like WeChat and Weibo.

According to a report by China Luxury Advisors, a staggering 74% of Chinese travellers base their destination choices on recommendations from friends or online reviews, compared to a global average of only 30%. By collaborating with KOLs, you can tap into this prevailing trend and reach new audiences who may not be familiar with your brand otherwise.

Navigating Political Sensitivities Impacting Chinese Tourist Perceptions

In recent years, geopolitical tensions have influenced Chinese travelers’ decisions, leading them to avoid specific regions or boycott certain brands. For instance, disputes over the South China Sea have resulted in more Chinese tourists steering clear of the Philippines, while political tensions between China and Japan have led to some Chinese travelers boycotting Japanese products altogether.

To effectively navigate these sensitivities, it is crucial for marketers to stay informed about current events and understand their potential impact on travel choices. Additionally, cultural differences should be taken into account when developing advertising campaigns or promotional materials.

Even seemingly innocent elements, such as featuring landmarks with controversial historical significance, could inadvertently alienate potential visitors from Mainland China. Being mindful of these factors is vital to maintain positive perceptions among Chinese tourists.

Tap into the Chinese Travel Market: Contact Us for Personalized Assistance

If you are seeking to attract Chinese tourists to your county, our agency with over 20 years of experience is here to assist you in every aspect. We understand the unique preferences and needs of Chinese travelers, and we are well-equipped to help you effectively tap into this lucrative market.

With our expertise and insights, we can guide you in implementing tailored strategies, from localized marketing campaigns and multilingual support to collaborating with influential Chinese travel agencies and influencers. Trust us to be your dedicated partner in attracting Chinese tourists and ensuring a successful venture into this vibrant market.

For further information and assistance in attracting Chinese tourists to your county, please don’t hesitate to contact us. Our experienced team is ready to provide personalized guidance and support to help you navigate the intricacies of targeting the Chinese travel market.

With our in-depth knowledge and proven strategies, we can work together to create an effective plan tailored to your specific goals and needs. Reach out to us today to start attracting Chinese tourists and unlocking the potential of this thriving market for your county.

What the 2026 data says

Chinese outbound travel is heading toward 175 million trips and around 280 billion dollars of spend in 2026. Independent and small-group travel now leads, with travelers researching on Xiaohongshu and Douyin and booking on Fliggy and Ctrip. Groups still matter, but you must reach independent travelers directly, in Chinese.

Segment	What they want	Your move
Groups	Ease and value	Work with agencies and Fliggy
Independent	Experience and discovery	Win Xiaohongshu and KOLs
Planning	Done on Chinese apps	Be visible where they look
Booking	Fliggy and Ctrip	Be bookable and reviewed

How we win Chinese travelers

We are a small Shanghai team, and we built our name getting destinations seen and saved by Chinese travelers. We build presence on the right apps and work with travel KOLs so both groups and independent travelers find you. See our social and influencer case study, then get in touch through our contact form. Friendly team, fair prices, real results.

The 2026 comeback is real, and it is big

Here is some happy news. Chinese travelers are going abroad again in big numbers. In 2025 they made about 167 million trips and spent close to 254 billion dollars. For 2026, experts now expect 175 million trips and 280 billion dollars of spending. For a new brand, this is simple: more Chinese visitors are coming, and they have money to spend. If they can find you, they can pick you. Skift.

What travellers say on Zhihu

Zhihu is a big Chinese question and answer site, a little like Quora. People ask real questions there, and other people answer. One traveler asked how to plan a first trip abroad all by herself.

Question: “I am going abroad alone for the first time. How should I plan my trip?”

Answer (translated): “Start early. Apply for your passport first, it can take 15 days or more. Then get your visa as soon as you can, because the visa papers also take time, and some countries even ask you to book an interview months ahead. Buy your flight 2 to 3 months before, the price is better then. And never forget the basics: a valid passport, your return ticket, and your phone.”

This tells you something simple: Chinese travelers plan early and they plan a lot, so you want to be easy to find long before they pack their bags. You can read it on Zhihu.

What this means for your brand, in simple words

Here is the basic idea. Chinese travelers do not use Google. They plan on their own Chinese apps, like Xiaohongshu, also called RED, an app where people share travel and shopping tips, and they book on sites like Ctrip, a big Chinese travel booking site. So the opportunity is clear: if you show up on these apps, in Chinese, with good photos and kind reviews, you reach travelers right when they are choosing where to go. That is how it turns into money. When people can find you and trust you on the apps they already use, they book your hotel, visit your shop, or pick your tour. Over time it also brings new partners and new bookings for you, what we call lead generation. You do not have to do this alone. We are a small Shanghai team, and we can help you step by step, at a fair price. Want to start? Come say hello.

Sources: tourism data from TravelChinaGuide and Dragon Trail International.

Claire Verot writes simple, friendly guides for brands taking their first steps in the Chinese market. Connect with her on LinkedIn.