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Normandy does not obviously scream “Chinese tourist destination.” D-Day beaches, Camembert, apple orchards, impressionist painters. The Chinese market connection requires a bit of translation. But the tourism operators who have made that translation effort have discovered something remarkable: Chinese travelers respond to Normandy deeply, precisely because it is so genuinely French and so different from…
Last winter I got a call from a hotel manager in Tromsø. Small property, 40 rooms, glass roof suites. He asked me one question: “Pedro, why is my booking calendar full until March, but almost none of it is direct?” I already knew the answer before he finished the sentence. Xiaohongshu. Someone’s photo of the…
Chinese outbound tourism runs on digital platforms now. Douyin, Xiaohongshu, WeChat, Trip.com. If you are not present on these, Chinese travelers simply won’t find you. Here is how the platforms work, what we got wrong at first, and three real campaign examples that show the difference.
Malaysia wants 47 million visitors in 2026. That is the headline number behind Visit Malaysia 2026 (VM2026), the government’s biggest tourism push in years. China sits near the top of the target list, and for good reason: outbound Chinese travel is back, wallets are open, and Malaysia knows it. What caught my attention is not…
Chinese 1-star reviews follow a clear pattern: food, payment, and language at check-in. Once you know the pattern, most of them are preventable. Here is what we have seen across 50+ clients.
Malta is the smallest country in the European Union. It is also, per square kilometer, one of the most historically dense places on earth. Three UNESCO World Heritage Sites. Eight thousand years of uninterrupted habitation. The oldest freestanding stone structures in the world, predating Stonehenge by a thousand years. For Chinese tourists who are increasingly…
Last month a colleague sent me a screenshot from Xiaohongshu. A girl, maybe 24, posting her draft itinerary for five days in Portugal. First trip to Europe. She wrote: “Please correct me, don’t hold back.” Two hours later, 60 comments. Strangers rewriting her whole plan. Cutting one city, adding a train instead of a bus,…
China has more dollar billionaires than any other country. But the real opportunity for tourism and luxury businesses is the 8 to 10 million mass-affluent Chinese travelers just below that level. Here is how to reach them, with real campaign examples and what we got wrong at first.
Last month a colleague in Shanghai sent me a screenshot from Xiaohongshu. A 24-year-old traveler had just spent two hours in a workshop in Yunnan learning to make handmade paper, then posted twelve photos of the process with the caption “I didn’t visit a place, I learned a skill.” The post had 40,000 likes in…