Why we don’t work on commission !

Alright, let’s get real about why we don’t work on commission when helping tourism businesses in China.

We get it. You say you have no money, but you call from an iPhone, you have a Mac, cars, staff. 😉 Look, social media marketing isn’t some magic trick that runs on autopilot. It’s a strategic investment that needs consistent, high-quality content, audience engagement, and smart ads. And that takes real resources upfront. Our resources in Shanghai are not cheap.

Here’s the reality in 2025. Chinese travelers booked 130 million outbound trips last year, spending an average of $2,100 per trip according to UNWTO data. The brands that are capturing that spending are the ones investing in Douyin, WeChat, and Xiaohongshu consistently. Not the ones waiting for a commission-based partner to show up and do it for free. It doesnt work that way.

Why commission models don’t work in China marketing

1. Social media needs real investment

To make an impact in China, you have to invest in the process. Chinese platforms like WeChat, Douyin, and Xiaohongshu are massive, but they require real effort. We’re talking quality content, paid ads, influencer partnerships, all designed to cut through the noise. Without putting money in, you’re not going to get the reach, the visibility, or the engagement you need to compete. So no, we’re not taking commission. We’re helping you build a serious brand presence that pays off over time.

2. Commissions are a nightmare to collect

Let’s be honest: collecting commissions is a headache. In tourism, there are too many moving parts. Tracking every booking, confirming every lead turned into a conversion, haggling over numbers. It’s inefficient and slows everyone down. We’re not here to chase commissions. We’re here to deliver results that get your business in front of high-intent travelers who are ready to book. Agencies running on commission in China tend to take shortcuts because they have no guaranteed income. That’s not how you build anything worth having.

3. We provide the leads. You close the deal

Our job as your agency is to get you high-quality leads. We drive the right audience to you through strategic social media, targeted campaigns, and a strong online presence. But once we deliver those leads, the conversion is up to you. If you want to win, you’ve got to bring strong customer service, proper follow-up, and the ability to close. We open the door. You walk them through it.

4. In China, it’s about building something

Commission-based models make sense for one-off sales. We’re not here for a quick win. We’re here to build long-term, sustainable growth in China’s tourism market. We want your brand to be visible, respected, and trusted. And that means taking an investment-backed approach, not cutting corners with commission-only models that keep you dependent on someone else’s database.

It’s a new market for you

Everyone reading this is a professional in their field: travel agencies, hotels, resorts, tour operators. Once you receive groups of Chinese tourists, you’ll provide great service. But China is a new market and even with 20 years of tourism experience, there are practices you’ll still need to learn before doing business here. That’s why you work with people who already know the market.

No marketing agency will accept working on commission to market your business in China. They have rents, bills and employees to pay. Working one month and waiting for the first wave of clients to book is impossible. On the other hand, Chinese B2B partners will sometimes work on commission, but good luck finding one with any real digital presence. (This article explains why.)

Do you want one-shot or continuous business?

Those who work on commission with you in China will keep the database of potential clients who contacted them. That database is worth a lot. They can sell it, use it for prospecting, and you’ll never see it again. Work with an agency on a proper retainer and the data, the content, the audience: it all belongs to you.

If you want real results in China’s tourism market, you need to commit and invest. We’re not here to split commissions. We’re here to drive serious leads and help you build a brand that lasts. If you’re ready to go all-in, we have the experience to make it happen. See our full agency capabilities here.

Model	Who benefits	Risk for you
Commission-based	The partner	You lose the data, no guaranteed effort
Retainer-based	You (long-term)	Upfront cost, but you own everything
Hybrid (retainer + small bonus)	Both parties	Workable if KPIs are clearly defined

How CTA Helps You Reach Chinese Consumers

Douyin (TikTok China): We create content, run paid campaigns, and work with KOLs who speak to Chinese travelers already interested in your destination. We work on a clear monthly fee, you get full reporting and you keep all the audience data. No hidden shares, no commission negotiations.

Xiaohongshu (RED): We run KOC seeding programs that place your property in front of travelers who are actively planning trips. Lifestyle content, real guest stories, honest captions. This builds the kind of trust that converts, and it’s yours to keep growing.

WeChat: We set up Official Accounts, build mini-programs for booking and loyalty, and manage CRM campaigns to keep past clients coming back. You own the Official Account, the followers, the data. That’s the whole point.

See all our China digital marketing services

Pedro Wang is the founder of Chinese Tourists Agency, a digital marketing agency based in Shanghai. He has been working in China since 2008 and has helped hundreds of Western brands grow their presence on Douyin, WeChat and Xiaohongshu. He writes what he observes, not what looks good in a PowerPoint.