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 Olivier VEROT founder of GMA

Stop to waist 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, and let me tell you—that’s a losing game.

China is a unique market. You can’t apply a copy-paste strategy from Western markets and expect success. The fact that you don’t have a Chinese brochure, rely on email instead of WeChat, and lack a proper Chinese website screams one thing to them:

“This business doesn’t care about understanding us.” And if you don’t adapt, why should they bother?

Why should they spend hours to explain how Chinese tourists think, what they want…

Let’s explain you with simple words what you’re going wrong and—more importantly—how to fix it.

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. Newsflash: they won’t. A Chinese-language brochure is the bare minimum.
Relying on Email Instead of WeChat
Emails don’t work in China. Period. Everyone does business through WeChat, which is not just a messaging app—it’s a business tool, a payment platform, and a social network. Sending an email instead of a WeChat message makes you look outdated and out of touch.
No Chinese Website or a Slow One
If your website is hosted outside of China and takes forever to load, you’re already out of the running. Chinese agencies need quick, localized information, and your English-language, slow-loading site isn’t cutting it.
No Social Media Presence
If you’re not on platforms like Douyin (Chinese TikTok), WeChat, or Xiaohongshu (Little Red Book), you don’t exist. Agencies and clients alike turn to social media for credibility, reviews, and inspiration.
Zero Customer Reviews or KOL Mentions
In China, trust is everything. No testimonials, no customer reviews, and no Key Opinion Leaders (KOLs) talking about your services means there’s no reason for anyone to trust you.
No News Coverage or PR
If you haven’t been mentioned in travel-related articles, Chinese blogs, or online publications, agencies have no way of knowing you’re legit.

How to Fix It: A Step-by-Step Game Plan

1. Create a Killer Chinese Brochure

Why: This is your first impression, and it has to speak directly to your audience.
How: Work with a translator or a local agency to create a professional brochure in Mandarin Chinese. Include:

Stunning visuals of your destinations.
Clear pricing and package details.
Key benefits for Chinese travelers (e.g., Chinese-speaking guides, familiar meal options, etc.).

Estimated Cost: $300–$1,000 depending on design and translation quality.

2. Get on WeChat Immediately

Why: It’s the single most important tool for communication in China.
How:

Set up a WeChat Official Account to legitimize your business.
Learn how to navigate the app for B2B connections.
Use WeChat to send messages, updates, and quick responses instead of email.

Estimated Cost: Setting up a WeChat Official Account might cost you around $500–$1,000 if you use an agency to help.

3. Build a Chinese Website Hosted in China

Why: A localized, fast-loading website is essential for credibility.
How:

Host your site within China to ensure it loads quickly.
Translate your content into Mandarin.
Include clear CTAs like “Add Us on WeChat” or “Contact Us for Special Packages.”

Estimated Cost: Expect to spend $2,000–$5,000 depending on design and hosting fees.

4. Dominate Social Media: Douyin and Xiaohongshu

Why: These platforms are where agencies and travelers look for inspiration and reviews.
How:

Start posting on Douyin (short, engaging videos of your tours).
Use Xiaohongshu to share visually appealing posts and client testimonials.
Partner with a travel-focused KOL (Key Opinion Leader) to promote your agency.

Estimated Cost: A good KOL partnership could range from $1,000–$5,000, depending on their reach.

Douyin E-Commerce in 2024: Guide for Business & Brands

5. Showcase Trust with Reviews and Testimonials

Why: Agencies need to see that you’ve successfully worked with Chinese travelers before.
How:

Collect testimonials from past Chinese clients (offer them a discount or freebie for sharing their experience).
Post these testimonials on WeChat, your Chinese website, and Xiaohongshu.

Estimated Cost: Minimal, but might include incentives for customers to share reviews.

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 network with agencies in person.

Estimated Cost: $1,000–$5000 depending on the scale of your PR campaign.

What is the right lead generation strategy for a travel Agency in China?

Pricing Your Packages for the Chinese Market

Here’s the thing: Chinese travelers love value, but that doesn’t mean they’re always looking for the cheapest option. What they want is a premium experience at a reasonable 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.

Adapt or Get Left Behind

You’re not losing Chinese agencies because your service isn’t good. You’re losing them because you’re not adapting to their needs. China’s market is different, and to succeed, you need to go all-in on localization, communication, and trust-building.

Here’s 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 isn’t just about getting noticed—it’s about showing Chinese agencies that you’re serious, professional, and ready to meet them on their terms. Stop playing the old game and start showing up where it counts. Let’s go! 🚀