Chinese tourists present a tremendous opportunity for retail trade in Europe today, and even more so in the future
If Chinese tourists are not included in your marketing strategy, you’re missing out on an enormous potential!
In 2017, 120 million Chinese tourists traveled overseas and spent 192 B €. By 2025, that number is projected to grow to 354 B €.
Chinese tourists use specialized travel– and social media platforms to find destinations, design travel plans, share their experiences, find out which hotels to stay at and what stores to go to.
There are two main Chinese tourist segments: Group Tour Travelers and Free Independent Travelers (FITs). It is the FITs you should pay attention to, they already constitute a growing 70% of the market. FITs are:
Marketing to Chinese tourists can be very difficult. They often have a completely different perception. If you want to attract Chinese tourists, you should first understand your target group’s purchase motivators.
52% of Chinese travelers say they will listen to another person’s recommendation before they travel. This emphasizes the importance of having a strong presence on Chinese social media and tourist platforms. Videos and high quality content should be a part of your marketing strategy to provide the necessary emotional engagement.