How to Find a Good Chinese Tour Open to Partnership?

Chinese outbound tourism is an enormous opportunity for any business in travel. But reaching Chinese tourists is not easy, and finding a reliable Chinese tour partner as a foreign operator is one of the harder parts of the process.

You’ve probably already tried. You contacted Chinese tour operators, maybe promoted your services directly to Chinese travelers, and got nowhere. Don’t take it personally. This market has its own internet, its own communication tools, its own trust system, and its own consumer habits. Once you understand how it works, the path forward becomes clear.

In 2019, Chinese travelers made 154.6 million trips abroad and spent close to $255 billion, according to the United Nations World Tourism Organization. 76% of Chinese travelers in 2025 now book trips less than a month before departure. That means you need to be visible and easy to find at the exact moment they’re deciding.

What You Need to Know About Chinese Tourists in 2025

The Chinese tourist market is not uniform. Age groups, income levels, and preferences vary widely. But there are consistent patterns that matter for tour operators:

1. They book last-minute: 46% book just two weeks before departure. Flexible booking is not optional, it’s expected.
2. They prefer luxury: 67% choose 4-star hotels or higher. 49% plan to spend over 25,000 RMB ($3,500) per trip.
3. Social media drives decisions: Xiaohongshu and Douyin are the top sources of travel inspiration. 94% of Chinese travelers share their experiences online during or after the trip.
4. Safety shapes destination choice: Japan, Singapore, and Europe are gaining popularity. Southeast Asian destinations are under pressure due to concerns about safety.
5. Independent travel is rising: 55% now prefer self-planned “free and easy” trips over group tours. But many still want a Chinese-speaking local contact for guidance.

How to Find a Chinese Tour Partner

Start with WeChat

The first tool you need is WeChat. Most Chinese tourists, tour guides, and travel agencies use WeChat for everything: messaging, business communication, payments, and partner coordination. You cannot operate in this market without a WeChat account.

Chinese tour guides must have a WeChat official account. They post offers, updates, and keep in contact with customers and partners through it. When you contact them, WeChat is the channel that actually gets a response.

WeChat tools useful for tourism operators include:

• WeChat Pay: Lets customers pay directly in the app
• Group Chats: Centralize communication with customers and suppliers
• Official Account: Share offers, updates, and H5 brochures (similar to newsletters)
• Channels: Short video feature for promoting services with KOLs

Get Listed on Baidu

Google doesn’t work in China. Chinese consumers and tour guides search on Baidu. If your website doesn’t rank there, they can’t find you. Your website needs to be in Chinese, built without Google plugins, and designed to Chinese web standards.

Connect your website to your WeChat official account so that visitors can easily move between them. Baidu SEO for tourism follows the same logic as Google: keywords, backlinks, and regular content updates. The difference is that Chinese-origin backlinks count for more and content freshness is weighed heavily.

Use Tourism Forums: Mafengwo and Ctrip

Mafengwo is the Chinese TripAdvisor. It’s where travelers share reviews, where KOLs post trip reports, and where tour partners can be found and evaluated. You can book tours through Mafengwo and check the ratings of any potential partner before committing. The more feedback a partner has there, the more trust they carry.

Ctrip is China’s biggest online travel booking platform. Being listed on Ctrip and having good reviews there is essential for any serious tourism operator targeting Chinese travelers.

How to Verify a Chinese Tour Partner

Check their ratings on Chinese platforms first. Mafengwo and Ctrip reviews will tell you more than any document. Look at the number of reviews, the quality of the feedback, and any mentions of payment delays, itinerary changes, or service issues.

Ask for official licenses and accreditations. A legitimate Chinese travel company should be able to show a license from the relevant government authority. International accreditations like ASTA (American Society of Travel Agents) and PATA (Pacific Asia Travel Association) also carry weight. But check the accreditation numbers directly, not just the logos on a website.

Be aware of the most common challenges:

• Language barrier (work in Mandarin or use an intermediary)
• Cultural differences in communication style and expectations
• Different communication tools (WeChat, not email)
• Different definition of “quality tour experience”

Working with Chinese Tourists on the Ground

Chinese tourists as a group have specific expectations. They want organized tours with reliable scheduling, photo opportunities at famous sites, Chinese-language materials, and food options that feel familiar. They are not necessarily looking for a unique off-road experience. Consistency and quality at the standard level is what keeps reviews positive.

At the same time, younger Chinese travelers are shifting. 55% now prefer to plan their own trips. They use AI tools and social media to research, they book last-minute, and they want flexibility. Both types exist in 2025 and your offer needs to cover both to maximize reach.

Quick Guide: Tools and Platforms for Finding Chinese Tour Partners

Tool / Platform	What It’s For
WeChat Official Account	Business communication, promotions, partnerships
Baidu SEO	Getting found by Chinese tour guides and travelers searching online
Mafengwo	Reviews, partner discovery, tour booking
Ctrip	China’s top travel booking platform, essential for visibility
Xiaohongshu (RED)	Travel inspiration content, KOL partnerships
Douyin	Short video content for destination promotion

How CTA Can Help

Finding good Chinese tour partners is hard enough. Managing the language, the platforms, and the relationship-building on top of running your business is even harder. CTA Services has helped over 300 tourism businesses connect with Chinese tour operators, build their Chinese digital presence, and attract Chinese travelers consistently. We handle the communication, the strategy, and the execution.

Contact us today for help connecting with Chinese tour partners and building your presence in China’s travel market.

Pedro Wang is the founder of Chinese Tourists Agency, a China digital marketing agency based in Shanghai. He has helped over 300 tourism entities build partnerships and market presence with Chinese travel operators.