As we can see, Spain is among the favorite Chinese destination. Chinese tourists contributed $1.82 billion to the Spanish economy last year. A lot of Spanish cities such as Barcelona and Madrid have responded by developing new strategies to cater to the ever-increasing number of Chinese visitors.

Barcelona’s Gaudí: The iconic Barcelona building attracts an estimated 200,000 yearly Chinese visitors

Many of Barcelona’s cultural sites are benefiting from the surge of Chinese visitors. Antoni Gaudi, the UNESCO World Heritage sites for decades, with his Art Nouveau-style buildings thrust the city’s architecture into the international spotlight at the turn of the 20th century. The prodigious architect’s remain one of the major attractions drawing millions of visitors to the Catalan capital each year.

The notoriety of this place has changed dramatically with Chinese tourists now constituting the largest number of visitors after Americans. The institutions are reacting Chinese Tourists by connecting through WeChat, China’s most popular social media platform that combines messaging, socializing, and digital payment.

They are also other attractions like Casa Milà (La Pedrera), and Casa Batlló that has tapped into the Chinese by recently launched an official WeChat account. They have also used Weibo and Alipay, a mobile payment platform with 900 million users as part of a wider strategy to accommodate Chinese tourists.

Compared to many travel agencies that just use WeChat as an information tool, Casa Batlló decided to include WeChat Pay in its system (via a WeChat Mini-program), with the collaboration of QYER, a Chinese travel platform with 88 million registered users. The partnership stands as an example to museums and cultural institutions looking for innovative ways to attract and accommodate Chinese tourists.

Madrid is an unbeatable destination for culture Chinese lovers

Chinese travelers have contributed $1.82 billion to the Spanish economy last year and Madrid’s cultural institutions are pulling out all the stops. Some Efforts have been done such as Mandarin courses for staff, and one of the major improvements has been the development of audio guides. In fact, Mandarin audio guide experiences greatly increase the likelihood of Chinese tourists posting positive reviews on social media and travel sites.

Others Madrid tourism institutions such as Plaza de Toros of Las Ventas, Cerralbo Museum, The Royal Palace of Madrid, Teatro Real have also adopted the mandarin audio guides.

As competition intensifies and Chinese tourists preferences continue to evolve, travel agencies should consider pursuing a number of actions that will help them discover and tap into the next wave of Chinese travelers. As social media exercise greater sway over travelers decisions, travel agencies have to pilot new incentives approaches to crack the social media engagement code in order to understand what they want and engage them.

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