Matthew Keegan
Nov 18, 2019

Best strategies for marketing to China’s digital-savvy travellers

As China’s outbound tourism continues to rise, travel marketers across Asia tell us how they are keeping pace and devising new strategies to attract China's digital-savvy and outwardly mobile younger generations.

Jackson Wang helps young Chinese travellers discover Hong Kong in a campaign pre-dating the current city-wide unrest.

Loved in some parts, loathed in others, Chinese tourists have transformed the APAC travel industry and look set to continue that path. China has been the world’s largest outbound tourism market in terms of number of trips since 2016, and in terms of value since 2012. The numbers speak for themselves.

According to China Outbound Tourism Research Institute COTRI, 180 million outbound trips from mainland China are forecast to be made this year, with...

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