Why Chinese outbound travel agencies do not want to collaborate with me?
Why Chinese Outbound Travel Agencies Aren’t Collaborating with You, and How to Fix It
By Pedro Wang, founder of Chinese Tourists Agency
Stop wasting your time in China. If Chinese outbound travel agencies are ignoring your offers, it’s not because they don’t care about your destination or your services.
It’s because YOU aren’t showing up the way they expect.
You’re playing by your rules instead of theirs. That’s a losing game.
China is a unique market. You can’t copy-paste a strategy from Western markets and expect results. The fact that you don’t have a Chinese brochure, rely on email instead of WeChat, and lack a proper Chinese website sends one message loud and clear:
“This business doesn’t care about understanding us.” And if you don’t adapt, why should they bother?
Let’s go through what you’re doing wrong, and more importantly, how to fix it.
4 Key Facts About the Chinese Travel Market in 2026
- China sends over 130 million outbound tourists per year, making it the world’s largest source market.
- Over 90% of Chinese travelers research their trips on Douyin, RED or WeChat before booking anything.
- Travel agencies in China receive hundreds of partnership requests per month. Yours gets filtered out in seconds if it arrives by email in English.
- Chinese travelers spent an estimated $255 billion abroad in 2023 according to the UNWTO, a figure recovering fast toward pre-pandemic highs.
Where You’re Losing the Game
- No Chinese Brochure or Materials
You’re reaching out to travel agencies in China and expecting them to read through your English PDF or browse your non-localized website. They won’t. A Chinese-language brochure is the bare minimum. - Relying on Email Instead of WeChat
Emails don’t work in China. Everyone does business through WeChat: it’s a messaging app, a business tool, a payment platform, and a social network all in one. Sending an email makes you look out of touch. - No Chinese Website or a Slow One
If your website is hosted outside of China and takes five seconds to load, you’re already out of the running. Chinese agencies need fast, localized information. Your slow English-language site isn’t cutting it. - No Social Media Presence
If you’re not on Douyin, WeChat, or Xiaohongshu (Little Red Book), you don’t exist. Agencies and clients both use social media to check credibility, read reviews, and find inspiration. - Zero Customer Reviews or KOL Mentions
In China, trust is everything. No testimonials, no reviews, no Key Opinion Leaders talking about your services means there’s no reason for anyone to trust you. - No PR or News Coverage
If you haven’t been mentioned in travel-related articles, Chinese blogs, or online publications, agencies have no way of knowing you’re legitimate.
How to Fix It: A Practical Game Plan
1. Create a Proper Chinese Brochure
Why: This is your first impression. It has to speak directly to your audience.
How: Work with a translator or a local agency to create a professional brochure in Mandarin. Include:
- Good visuals of your destinations.
- Clear pricing and package details.
- Key benefits for Chinese travelers (Chinese-speaking guides, familiar meal options, etc.).
Estimated Cost: $300 to $1,000 depending on design and translation quality.
2. Get on WeChat Now
Why: It’s the single most important tool for communication in China.
How:
- Set up a WeChat Official Account to legitimize your business.
- Use WeChat to send messages, updates, and quick responses instead of email.
Estimated Cost: Setting up a WeChat Official Account typically costs around $500 to $1,000 with agency help.
3. Build a Chinese Website Hosted in China
Why: A localized, fast-loading website is key for credibility.
How:
- Host your site within China to ensure it loads fast.
- Translate your content into Mandarin.
- Include clear calls to action like “Add Us on WeChat” or “Contact Us for Special Packages.”
Estimated Cost: Expect to spend $2,000 to $5,000 depending on design and hosting fees.
4. Get Active on Douyin and Xiaohongshu
Why: These are the platforms where agencies and travelers look for inspiration and reviews.
How:
- Post short, engaging videos of your tours on Douyin.
- Share visually strong posts and client testimonials on Xiaohongshu.
- Partner with a travel-focused KOL (Key Opinion Leader) to promote your brand.
Estimated Cost: A good KOL partnership can range from $1,000 to $5,000 depending on their reach.
According to the UNWTO, Chinese outbound tourism was already recovering strongly in 2023 and continues to grow in 2026. The window to build your presence is open right now.
5. Collect Reviews and Testimonials
Why: Agencies need to see that you’ve worked successfully with Chinese travelers before.
How:
- Collect testimonials from past Chinese clients (offer them a small incentive for sharing their experience).
- Post these on WeChat, your Chinese website, and Xiaohongshu.
6. Invest in PR and Partnerships
Why: Being featured in online articles and blogs gives you instant credibility.
How:
- Partner with travel bloggers who write for Chinese audiences.
- Pay for features in popular Chinese travel news outlets.
- Attend Chinese travel expos and meet agencies in person.
Estimated Cost: $1,000 to $5,000 depending on the scale of your PR campaign.
Pricing Your Packages for the Chinese Market
Here’s the thing: Chinese travelers love value, but they’re not always looking for the cheapest option. What they want is a premium experience at a fair price.
- Highlight Perks: Include unique offerings like VIP treatment, Chinese-speaking guides, or special holiday packages.
- Bundle Deals: Offer group discounts or family-friendly packages to attract large bookings.
- Be Transparent: Break down your pricing clearly. Hidden fees are a dealbreaker.
Summary Table
| What to Fix | Action | Estimated Cost |
|---|---|---|
| No Chinese brochure | Create a Mandarin-language PDF or H5 | $300–$1,000 |
| Email communication | Set up WeChat Official Account | $500–$1,000 |
| Slow or English-only website | Build a China-hosted Chinese site | $2,000–$5,000 |
| No social presence | Open Douyin + Xiaohongshu accounts | $1,000–$5,000 (KOL) |
| Zero trust signals | Collect reviews, get PR coverage | $1,000–$5,000 |
Adapt or Get Left Behind
You’re not losing Chinese agencies because your service is bad. You’re losing them because you’re not adapting to their needs. China’s market works differently, and to succeed you need to go all-in on localization, communication, and trust-building.
Your checklist to turn things around:
- Create a professional Chinese brochure.
- Switch to WeChat for communication.
- Build a fast-loading Chinese website.
- Get active on Douyin and Xiaohongshu.
- Collect and share customer reviews.
- Invest in PR and influencer partnerships.
This is about showing Chinese agencies that you’re serious, professional, and ready to meet them on their terms. Let’s go.
Work With CTA to Reach Chinese Travel Agencies
At Chinese Tourists Agency, we’ve helped over 150 tourism and hospitality businesses build a presence in China. We run Douyin campaigns, manage RED accounts, and set up WeChat communication channels that actually get responses from Chinese travel agencies.
Contact us and we’ll put together a plan that fits your budget and your destination.
About the author: Pedro Wang is the founder of Chinese Tourists Agency, a Shanghai-based digital marketing agency helping international businesses attract Chinese tourists since 2012. He has led over 150 projects in hospitality, travel, and destination marketing.
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