Why Chinese Tourists Don’t Choose Foreign Travel Agencies (+Solution)
Today I will share you secrets of 15 years of business by Philip Chen, founder of GMA
Let me be honest with you: Chinese tourists aren’t avoiding your travel agency because they don’t want to visit your country. They’re skipping over you because you’re not showing them you understand their needs. You’re not visible, you’re not credible, and frankly, you’re making it too risky for them to book with you.
If you’re serious about attracting Chinese tourists, you have to adapt to their way of traveling and communicating. Let me explain why you’re losing out—and how you can turn things around.
Why Chinese Tourists Aren’t Booking With You
1. No Adaptation to Their Culture and Needs
Chinese tourists expect travel agencies to understand what makes them comfortable when they’re far from home. If your services don’t reflect that, they’ll find someone else who does.
What they’re thinking:
“This agency doesn’t understand what we want. How can I trust them to plan a trip that fits our preferences?”
2. No Translation or Mandarin Support
Here’s the thing: If your website, brochures, or customer service aren’t available in Mandarin, you’ve already lost their attention. Chinese travelers want to feel understood, and language is the first step.
What they’re thinking:
“If I can’t even understand their website, how can I trust them to guide me through a foreign country?”
3. No Website or a Slow, Unlocalized One
In China, a professional, fast-loading website hosted locally is essential for building trust. If your website is in English, hosted abroad, and takes forever to load, you’re not just invisible—you’re unreliable in their eyes.
What they’re thinking:
“This agency feels unprofessional. Maybe it’s a scam?”
4. No Social Media Presence = No Credibility
Chinese travelers live on platforms like Douyin, WeChat, and Xiaohongshu. If they can’t find you there, you don’t exist to them. Worse, they might think you have something to hide.
What they’re thinking:
“If this agency isn’t on social media, how can I see real reviews or verify that they’re legitimate?”
I think Little Red Book (xiaohongshu) is suitable for SME business in the travel industry.
5. No Chinese Customer Service
If your agency doesn’t offer Mandarin-speaking customer service, it creates unnecessary friction. Chinese tourists want to ask questions, resolve issues, and feel supported in their language.
What they’re thinking:
“If I have a problem during my trip, who will help me? I don’t want to deal with language barriers.”
6. Too Risky Without Credibility or Reviews
Chinese tourists are cautious spenders, especially when booking through foreign agencies. Without reviews, testimonials, or endorsements from trusted sources, they see your agency as a gamble.
What they’re thinking:
“I can’t take the risk. What if this agency doesn’t deliver—or worse, what if it’s a scam?”
How to Fix This and Start Attracting Chinese Tourists
1. Adapt to Their Needs
Why it matters: Chinese tourists want to feel comfortable and catered to when traveling abroad.
What to do:
- Highlight amenities like Mandarin-speaking guides, familiar dining options, and itineraries tailored to Chinese cultural preferences.
- Offer group packages, which are popular with Chinese travelers.
Estimated Cost: Adjusting services might involve hiring Mandarin-speaking staff or creating China-specific tour packages. Expect to invest $5,000–$20,000 to customize your offerings.
2. Translate Everything into Mandarin
Why it matters: Communication is key. Without Mandarin materials, you’re not even in the running.
What to do:
- Translate your website, brochures, and marketing materials into Mandarin.
- Include clear, simple language that highlights your services and benefits.
Estimated Cost: Professional translation services can cost $500–$1,500 depending on the volume of content.
3. Build a Fast, Localized Website
Why it matters: A slow or unprofessional website screams “small-time operation.” A localized site hosted in China shows you’re serious.
What to do:
- Host your website in China for faster load times.
- Optimize the design for mobile, as most Chinese tourists browse on their phones.
- Add a WeChat QR code for direct communication.
Estimated Cost: A localized website can cost $2,000–$5,000 for design, hosting, and optimization.
4. Establish a Presence on Douyin and Xiaohongshu
Why it matters: These China APP- platforms are where Chinese travelers go for inspiration and reviews.
What to do:
- Post engaging videos on Douyin showcasing your destinations and tours.
- Use Xiaohongshu to share customer testimonials, beautiful photos, and insider tips.
- Partner with Key Opinion Leaders (KOLs) to promote your agency.
Estimated Cost:
- Social media setup: $500–$1,000.
- KOL partnerships: $1,000–$5,000, depending on influencer reach.
- Read more
5. Offer Mandarin-Speaking Customer Service
Why it matters: Travelers want the peace of mind that they’ll be understood if something goes wrong.
What to do:
- Hire Mandarin-speaking customer service reps or use a translation service.
- Offer 24/7 support via WeChat to handle inquiries and emergencies.
Estimated Cost: Hiring staff or outsourcing support might cost $1,000–$3,000 per month.
6. Build Credibility with Reviews and PR
Why it matters: Trust is everything. Reviews and positive coverage make you a safe choice.
What to do:
- Collect testimonials from Chinese clients and share them online.
- Partner with Chinese travel bloggers to write about your services.
- Invest in PR campaigns to get featured in Chinese travel news.
Estimated Cost: A solid PR and review campaign can cost $2,000–$10,000.
What Success Looks Like
Imagine this:
- You’ve localized your website and materials, making it easy for Chinese tourists to understand your services.
- Your agency is active on Douyin and Xiaohongshu, with glowing reviews and engaging content.
- Mandarin-speaking customer service is ready to handle inquiries, ensuring smooth communication.
- Chinese travelers see your agency as credible, trustworthy, and perfectly tailored to their needs.
Suddenly, you’re not just another foreign travel agency—you’re their go-to partner for unforgettable trips.
CONCLUSION
“Chinese tourists aren’t avoiding your agency because they don’t want to travel. They’re avoiding you because you haven’t adapted to their expectations.“
130 millions of oversea travelers in China in 2024
Here’s what you need to do:
- Localize your materials and website in Mandarin.
- Be visible on Chinese social media platforms.
- Offer Mandarin-speaking customer service.
- Build credibility through reviews, testimonials, and partnerships.
In China, trust is everything. Show that you understand their needs, and you’ll earn their business. Remember, it’s not about what you want to offer—it’s about what they want to experience. Let’s make it happen!
We need assistance