Marketing Checklist for Attracting Chinese Travellers (2025)

Practical Guide for Destinations & Tourism Businesses

1. Visa & Entry Facilitation

Simplify the travel process as much as possible:

Offer visa-free entry or e-visa / fast-track processing where possible.

Provide clear Chinese-language instructions for visa applications.

Partner with Chinese tour operators to support group visa facilitation.

Promote multi-entry visa options for repeat visitors.

Publicize friendly arrival experiences – signage, customs guidance, and translation support.

2. Air Connectivity & Access

Strengthen accessibility from major Chinese hubs:

Prioritize route development from Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, and Chongqing.

Collaborate with Chinese carriers and travel trade for seasonal charter or scheduled services.

Jointly market new routes with airlines through digital and influencer campaigns.

Offer airport welcome branding and Chinese-language assistance.

3. Digital & Social Media Presence

Be visible where Chinese consumers search and share:

Maintain an official presence on WeChat, Weibo, Douyin (TikTok China), and Xiaohongshu (RED).

Localize your website and content in Simplified Chinese, hosted on a China-friendly domain (e.g., .cn) if possible.

Use KOLs and travel influencers for authentic storytelling.

Create short-form video and livestream campaigns around attractions, shopping, food, and nature.

Monitor online reviews and reputation on Mafengwo, Ctrip, and Qyer.

Product & Experience Design

Tailor experiences to evolving Chinese traveller profiles:

Develop small-group and FIT packages rather than only large tours.

Highlight safe, clean, scenic, and Instagram/WeChat-worthy attractions.

Offer shopping, gastronomy, and cultural immersion options.

Provide Chinese-language materials (signage, menus, brochures, audio guides).

Train guides and hospitality staff in basic Mandarin greetings and cultural etiquette.

Emphasize authentic experiences: local culture, wellness, art, and family-friendly activities.

5. Payments & Customer Convenience

Make spending effortless:

Accept Alipay and WeChat Pay in hotels, restaurants, and shops.

Ensure card terminals work with UnionPay.

Display accepted payment logos clearly at entrances and tills.

Price transparently in local currency + RMB reference, if possible.

Offer tax refund information and digital refund options in Chinese.

6. Distribution & Partnerships

Strengthen your local B2B network:

Work with major OTAs: Ctrip, Fliggy, Qunar, Mafengwo, and Tuniu.

Partner with Chinese tour operators and travel KOL agencies.

Participate in Chinese travel fairs (e.g., China Outbound Travel & Tourism Market – COTTM).

Provide marketing toolkits and training for your partners in Mandarin.

Develop joint promotions with airlines, hotels, and retail brands popular in China.

7. Communication & Brand Positioning

Build long-term brand resonance:

Craft messaging around quality, authenticity, safety, and value.

Leverage storytelling that connects local heritage with modern experiences.

Highlight seasonal events (autumn foliage, festivals, Christmas markets) aligned with Chinese travel holidays.

Maintain a consistent visual identity and localized slogan in Chinese.

8. Measurement & Feedback

Evaluate and adjust:

Track WeChat & Weibo engagement, OTA search rankings, and booking conversions.

Gather visitor feedback in Chinese via QR-code surveys.

Monitor post-trip reviews and respond promptly.

Update product offers seasonally based on demand trends and feedback.

Success Formula for 2025+

Ease of entry + Digital visibility + Familiar payments + Localized experience = Sustainable growth from the Chinese market

Sources & Insights:
China Tourism Academy (2025); ForwardKeys 2024–25 data; Dragon Trail International; McKinsey China Tourism Insights; Civil Aviation Administration of China (CAAC); Alipay & WeChat Pay cross-border travel reports.