With nearly 140 million Chinese travelling internationally last year, many destinations globally are trying to reach Chinese tourists with ad and marketing messages, using platforms such as WeChat, the largest messaging and digital commerce mobile app in China.

Many European destinations have experienced steep growth in Chinese arrivals in recent years, but are struggling to differentiate themselves in photos and videos, with some European countries seeming very similar to new visitors. Food, experiences and amusement parks and museums, as well as medical tourism are ways to stand out.

Northern European tourism boards such as Visit Norway, Visit Sweden, and Visit Finland have all been running marketing campaigns on WeChat, while in Serbia, Chinese arrivals are up 160% for the first half of 2017.

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