What’s your strategy in China?

China is still, undoubtedly, the world’s largest outbound travel market measured by trips and expenditures with an estimated 149.72 million outbound trips in 2019. Despite a slowdown in its economy, rising personal incomes make travel increasingly accessible to a growing number of consumers. While Tier 1 cities have been a major focus for destinations, Tier 2 and 3 cities will be a driving force behind China’s outbound travel growth.

With higher incomes (disposable income per capita grew by 65% over the last five years), a desire to see the world, increased air connectivity, visa waivers and access to travel information, Chinese travelers are venturing farther away from home. The majority of Chinese visitors are now FIT. They are younger, highly-educated and more sophisticated with increasingly diverse and individualized demands.

These tech-savvy consumers are also relying more on OTAs to research and book travel, favoring do-it-yourself packages giving travelers the power of personalization and the freedom to select choices that best meet their needs.

The world of digital has transformed the way Chinese travelers consume information and make travel decisions. We ensure you’re an active part of a consumer’s decision-making journey.

Marketing in China

Social and digital platforms are now the most important part of the tourism ecosystem influencing each segment of the trip planning process. Our market insights and real-world experience help you realize market opportunities and make well-informed business decisions.

Social Media

Social Media

Social Media

Thoughtful social media editorial planning and an always-on approach help us deliver quality content and enhance our clients’ reputation as a trusted resource. Digital media platforms (e.g. Weibo, WeChat, BBS) allow us precision in planning—targeting a more specific audience with real-time results.

Influencer Marketing

Influencer Marketing

The power of influencer marketing still reigns supreme in China, from the Celebrity Influencer to the leading Key Opinion Leader (KOL) to the Specialty Interest KOL (e.g. food, fashion, adventure). We identify the most appropriate social media influencers for our clients and create custom destination experiences that tell your brand story.

WeChat Mini-Programs

WeChat Mini-Programs

WeChat is the most influential social media app in China with more than 1 billion active daily users. WeChat’s Mini-programs allow destinations to create a more welcoming experience for Chinese visitors through custom travel guides, while hotels can utilize its loyalty features and retailers can benefit greatly from WeChat Pay. At East/West, we work with our clients to develop these programs and create more effective WeChat campaigns.

Travel Trade Promotions

Travel Trade Promotions

We work with hotel and airline suppliers to develop integrated destination marketing and promotional programs that are sold through major Chinese OTAs, travel retailers and wholesalers. We build brand awareness and audience engagement through trade partnerships to complement our earned media efforts. These push-pull tactics are timely, measurable and cost-effective.

Media Relations

Media Relations

Our business is relationships. Over the past two decades, we have developed thousands of media contacts throughout China, ranging from travel trade and MICE to fashion and lifestyle. With an ever-evolving media landscape, we follow the latest in digital media to ensure our clients are where our target customers are. Whether through press conferences, briefings, announcements or desk sides, we remain a valued and trusted resource.

Press Trips

Press Trips

We lead dozens of impactful press trips every year with media and key opinion leaders (KOLs), and understand success lies in the details. From identifying the right media or KOL to tell our story, to arranging unique and compelling destination experiences and transportation coordination, to special dietary restrictions, we are with you each step of the way. We do this while being responsible stewards of your budget.