The future of Chinese tourism abroad

The Chinese international traveler is still “a sleeping giant.” Discover The future of Chinese tourism abroad, and the secret to luring these types of clients. Despite massive growth over the past five years, the country is on the verge of tripling its number of long-haul travelers looking to discover the world over the next decade. The Report on the Future of Chinese International Travel 2019 is a unique exclusive survey of the preference of 3,000 mainland Chinese tourists who have traveled internationally in the past 12 months.

I) Key findings of the report

Whether it’s high-end booking models or field-researched experiences in international destinations, the report provides vital information about a travel market that is the largest on the planet and will experience exponential growth over the next decade.

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A) Unprecedented opportunity:

  • 88 million Chinese households will be able to travel abroad by 2023, or 97 million Chinese travelers (an increase of 5% per year).

B) 3 key trends over the next 10 years:

  • Long-distance travel: exponential demand
  • Business travel caught up with leisure travel: Chinese travellers will harmoniously mix business and leisure travel by 2023, nearly two-thirds (62%) Chinese who go abroad will do so for leisure and no longer for business, which will be a major turning point.
  • Spending on the rise: 75% by 2023

C) Rising household wages: a key factor in explaining this change

Over the next decade, the annual salary of more than 60 million Chinese households will cross the $35,000 (approximately 32,000 euros) threshold, from which one can afford to travel abroad

D) Major cities, popular destinations:

  • More than 85% of Chinese travellers first travel to major cities of international renown and almost 95% of their spending is in these cities.

E) Accessibility of a destination

  • Accessibility of a destination is a key element in attracting Chinese tourists: those offering simplified visa formalities will be more popular.

Measures taken to facilitate access and reception for Chinese travelers affect the number of visitors, on average 20% higher than the usual rates when these measures are in place.

II) An example of success in the tourism sector

IHG opened the first hotel of its HUALUXE Hotels and Resorts brand, the HUALUXE Yangjiang City Centre, last month.

A) HUALUXE Hotels and Resorts

The group has developed the HUALUXE brand based on an in-depth knowledge of the market and an in-depth understanding of what Chinese customers are looking for.

B) IHG’s China Ready program

To make them feel particularly appreciated and welcome, IHG offers Chinese customers tailor-made offers through its “China Ready” program, which already exists in more than 80 hotels across 24 countries. IHG hotels labeled “China Ready” now have Mandarin-speaking staff, specially trained Chinese chefs, and offer their employees Chinese culture awareness sessions. Other services on offer include equipment that allows Chinese customers to pay through UnionPay, China’s only national bank card company, as well as food and beverages tailored to the tastes of the Chinese, and Mandarin TV in the rooms.

C) IHG in Greater China

IHG now has more than 30 years of experience in Greater China (Continental China, Hong Kong, Macau, Taiwan, and the neighboring islands), has opened its first Holiday Inn hotel in the region in 1984. Today, the group is continuing its successful development in China.


Today, Chinese tourism abroad has become a market of opportunity for organizations specializing in this sector.

Knowing the habits of Chinese visitors and learning more about their culture is now necessary to develop their business.

We are a company specializing in digital marketing based in Shanghai and France and have acquired over the years a deep knowledge of this market.

  • Do you have any questions or a project in mind?
  • Don’t hesitate to get close to one of our experts.
  • Our website and case studies.



AigueMarine is an international travel agency specializing in tailor-made luxury travel organizations tailoring to the time and budget of its customers.

By contacting GMA, AigueMarine wanted to develop its visibility in the Chinese travel market. To do this, our agency’s strategy included the points mentioned in the article: the development of a significant presence on Baidu through an SEO campaign and also by creating conversations on forums and websites such as Q-A. We helped AigueMarine create unique content targeting a particular segment of Chinese travelers.

AigueMarine: Booker a trip to France


The Royal Mansour is a hotel in Marrakech promoting the architectural, cultural, and gastronomic aspects of Morocco. The hotel wants to welcome its guests in an authentic setting and provide them with a unique experience.

The Morocco-China tourism forum is the origin of the Royal Mansour’s click. The Moroccan hotel contacted the GMA to promote its resort to a wealthy Chinese clientele.

To this end, the GMA has developed an SEO and PPC strategy as well as the establishment of a campaign for the hotel’s E-Reputation on Chinese social networks: Weibo and Wechat in particular.

Royal Mansour Marrakech

We are an agency specializing in Digital Marketing, we can help you develop your business in the Chinese market and increase your visibility with potential Chinese tourists.


We can create your website translated into Chinese accompanied by an SEO campaign to optimize your ranking in the search engine Search pages of the Baidu search engine and gain visibility.

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