Why Chinese Travel Agencies Ignore Your Emails—and How to Fix It

Dear business owners, directors of travel agencies, let me hit you with some hard truth: If you’re sending emails to Chinese travel agencies and expecting a response, you’re wasting your time.

Article of Olivier VEROT, founder of GMA.

They’re not ignoring you because they’re rude. They’re ignoring you because you’re not even playing the same game they are. You’re sitting in the dugout, while they’re out on the field dominating.

Here’s the real reason they don’t reply: You’re not showing up in a way that makes sense to them. Let me break it down for you.

Why Your Emails Are Failing

1. You’re Using Email Instead of WeChat

In China, WeChat isn’t just an app—it’s the way business gets done. Sending an email to a Chinese travel agency is like sending a handwritten letter in the digital age. It’s slow, impersonal, and frankly, outdated.

What happens when you send an email?

It gets buried under hundreds of other irrelevant messages.
It’s in English, so even if they read it, it feels like extra work.
It screams, “This person doesn’t understand how we operate.”

2. You Have No Reputation– No reviews

Chinese agencies don’t work with just anyone. They want proof that you’re credible, reliable, and capable of delivering exceptional experiences for their clients.

Here’s the problem: You have no:

Reviews from Chinese travelers.
Mentions on Chinese social media platforms like Douyin or Xiaohongshu.
Presence in Chinese travel blogs or news.

No reputation means no trust, and no trust means no business.

3. Your Website and Materials Are Useless to Them

Your website is in English, hosted outside of China, and takes forever to load.
You don’t have a brochure or materials in Mandarin Chinese.
Even if they wanted to work with you, they can’t quickly understand what you’re offering.

This signals to them: “This company doesn’t care about adapting to Chinese travelers’ needs.” And that’s a dealbreaker.

4. You Have Zero Social Media Presence

If you’re not on Douyin, WeChat, or Xiaohongshu, you don’t exist in the eyes of Chinese agencies. They use these platforms to:

Check out potential partners.
See reviews, testimonials, and visual proof of quality.
Understand what you’re offering.

No videos, no posts, no mentions? You’re invisible.

Who wants to work with ghost in China?

Nobody

5. You’re Not Speaking Their Language (Literally and Figuratively)

You’re expecting them to adapt to YOU instead of the other way around. They need to see that you:

Understand Chinese travelers’ preferences.
Can cater to their needs (e.g., language support, familiar food options).
Have a system in place to make bookings and communication seamless.

If you can’t show them you’ve made the effort, they won’t bother.

Why Chinese Agencies Don’t Work With “Newbies”

Chinese travel agencies work hard to protect their reputation with their clients. Partnering with an unproven company is a risk they can’t afford to take. They prioritize:

Established companies with a visible track record.
Partners who adapt to their way of doing business.
Companies that make it EASY to communicate, book, and deliver great experiences.

If you look like you don’t know what you’re doing, they’ll move on to someone who does.

How to Fix It and Start Winning Their Business

1. Switch to WeChat Immediately

Set up a WeChat Official Account for your business.
Add agencies as contacts and communicate directly.
Share quick updates, videos, and links through the app.

Think of it as your main business tool, not an extra step.

2. Build a Chinese Website

Host your website in China for faster load times.
Translate everything into Mandarin Chinese.
Include clear call-to-action buttons like “Add Us on WeChat” or “Download Our Brochure.”

3. Create a Brochure in Chinese

Include visuals, pricing, and key details about your services.
Highlight why you’re a great partner for Chinese travelers (language support, group options, cultural understanding).
Make it easy to download and share via WeChat or email.

4. Dominate Social Media

Post short, engaging videos on Douyin (tiktok) that show your tours in action. (douyin.com)
Use Xiaohongshu to share testimonials, behind-the-scenes photos, and tips for Chinese travelers. xiaohongshu.com (like instagram)
Share reviews and customer experiences to build trust.

5. Work on Your Reputation

Collect testimonials from past clients—especially Chinese travelers.
Partner with KOLs (Key Opinion Leaders) in the travel space to promote your services.
Get featured in Chinese travel blogs and news outlets.

6. Understand Chinese Travelers’ Needs

Offer guides who speak Mandarin.
Provide dining options that cater to Chinese tastes.
Create packages tailored to popular Chinese holidays like Golden Week or Spring Festival.

Pricing Strategy

Chinese agencies are willing to pay for quality, but they want transparency and value. Here’s how to price your packages:

Be Clear: Break down pricing into easy-to-understand categories.
Offer Group Discounts: Many Chinese travelers book in groups—make it worth their while.
Highlight Perks: Show how your service goes above and beyond, like VIP access or unique local experiences.

STOP MAKE MISTAKE AND DO BUSINESS PLEASE

Right now, you’re not getting replies because you’re not meeting Chinese agencies where they are. It’s not that they don’t want to collaborate—it’s that you’re making it too hard for them to even consider you.

Here’s what you need to do:

Stop emailing and start using WeChat.
Build a fast, Chinese-friendly website.
Create a brochure in Mandarin.
Get active on Douyin and Xiaohongshu.
Build your reputation with reviews, KOLs, and PR.

Adapt to their expectations, show that you care about understanding their needs, and watch the partnerships start rolling in. You’ve got the product—now it’s time to play the game the right way.

PS: 130 Million Chinese tourists in 2024