2023 e-tourism success factors in China

E-tourism’s success factors in China

Before COVID Online tourism was booming in China. Revenue from online tourism reached 2.85 trillion yuan, accounting for 7.7% of total spending. As several countries maintained severe Covid-19 control regimes hurting inbound travel for a large portion of last year, establishing a weak foundation of comparison, FitchRatings predicts a robust rebound for tourism in APAC during 2023. However, China’s relaxation of Covid-19-related travel restrictions has happened more quickly than we had anticipated, which will increase the likelihood that our predictions may come true. Prior to the epidemic, China was one of the top source markets for international travel, with USD254.6 billion in international travel spending in 2019.

Hyperconnected E-travelers

80% of Chinese tourists use the Internet before traveling abroad, and this number is not ready to fall in, especially with the always-increasing number of Internet users who are also researching from tablets and mobile.

qunar app register on chinese OTA

Qunar.com, Ctrip, and eLong are platforms that are dominating the market. With these platforms, it has become very simple for Chinese Internet users, to plan and book their travel online.

How to partnership with Fliggy to attract Chinese tourists abroad ?

The community at the heart of e-tourism in China

The Chinese internet is overcrowded with information for prospective Chinese travelers. Over 90% of Chinese Internet users have at least one account on social networks. It is therefore natural that the Chinese will turn to other Internet users to search for information. They may for example learn about travel forums in China Tuniu and Baidu Tieba. In fact, about 80% of Chinese travelers will become active after their journey, by posting photos or videos on social networks, or by writing a blog. The feedbacks from trips are numerous, especially on the microblogging platform Weibo.

Expert Tips:

To succeed in Chinese e-tourism, any western travel business has to make the following steps:

    1. Adopt website to Chinese web
    2. Register business on at least one Chinese OTA
    3. Build e-reputation in China
    4. Work with domestic Chinese travel agents


It is important for an e-tourism player to be present on the Chinese Internet, and not just through its website. Official accounts on popular Chinese social networks like Weibo and WeChat are essential. Indeed Chinese Internet users are very open to conversations on microblogging platforms. They pay attention to publications on social networks based on their interests and follow the news from the leaders in their chosen field. This is particularly interesting for the players of e-tourism because approaching the opinion leaders in the tourism sector will help them to promote a destination, a hotel, or an agency.

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  1. You should do a test, Chinesetouristagency. Everything the same, except for name, one with your picture or someone else–but a man, one with a picture of pretty young lady of your dreams, then one with a less attractive woman. Or whatever you choose–just suggesting.

    Compare the responses you obtain, versus Lisa’s.

    Of course there may be an ennui effect, so you may have to think up a revised line, like “I luv u connect w me!” or, “I want to learn from you!” or some variation thereof.

  2. Good article, but I don’t agree that foreign companies wanting to attract Chinese guests should shift their focus away from building relationships with Chinese agents. – that Chinese travelers say that they prefer to travel independently does not mean that they have not arranged their tour through a travel agency. Most still do, for many reasons (visa help, travel contract, tour plan design etc.). It just means that they prefer to travel in small, private groups. – China is a massive market. You need local agents selling your product if you want to reach a broader audience. – we must not blindly look at the numbers and conclude that the market right now is a 38/62 (or 30/70) split between group and individual travelers.This just means that – according to this survey – the current outbound Chinese traveler mainly travels independently. However since the central, southern and western regions of China are still a huge untapped pool of potential travelers, and with rising purchasing power in these areas, the potential of group travel is still larger than individual travel – at least for some years to come. Yes, it is changing, but beware that overlooking the group market might be a mistake.

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