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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.
Chinese tourists are projected to spend -300 billion abroad in 2026. Here is what the numbers actually mean, what changed since 2019, and what businesses need to do to capture this market today.
Here is the secret I promised you in the original title of this article, back in 2017. Chinese tourists are the most valuable international visitor segment in the world. They travel in higher numbers, spend more per trip, and influence each other’s travel decisions through social media more powerfully than any other nationality. And in…
Why a China-based agency gets better results for tourism marketing than a Western-based ‘China specialist.’ Real data, three client cases, and what to ask any agency before you hire them.
Italy keeps proving the skeptics wrong. After every geopolitical wobble, every travel advisory, every economic downturn in China, Chinese tourists keep coming back to Italy. Because Italy is Italy. In 2025, Chinese visitors ranked France, Italy, and Germany as the three most popular European destinations. Italy’s combination of art history, food culture, fashion, and Roman…
A Chinese traveler from Shanghai lands in Marrakech. She walks through the medina, posts a photo of the Jemaa el-Fna square at dusk on Xiaohongshu. Caption: 一千零一夜的感觉 (The feeling of One Thousand and One Nights). The post gets 12,000 likes in 48 hours. This is not a hypothetical. It is exactly how Chinese tourism to…
‘I want to work on commission.’ ‘Find me Chinese travel agency contacts.’ ‘I will start the China strategy once my main markets are stable.’ I have heard every version of this over a decade of working with international tourism businesses. And in every single case, the businesses that waited ended up starting years behind their…
Where Chinese People want or plan to travel ? Who will get the Chinese RMB ? Questions for Travel Entrepeneurs, CEO tourism and Directors. Chinese Outbound Tourism in 2026: The Numbers You Need to Know 130 million+ outbound trips from China in 2025, on track to surpass the 2019 peak of 155 million Japan, Thailand…
463,000 Chinese visitors spent £723M in the UK in 2024. 92% visa grant rate. Here is how UK businesses attract more.