This article discusses the growing sense of adventure amongst Chinese travellers as they look to travel the world, and find new and authentic local experiences.

It advises destination marketers to partner with a local expert, one with access to data from powerful online publishers, since almost half of China’s 1.3 billion citizens are ‘netizens’, and 97.5% of those use the internet via mobile. It advises widening the OTA campaign beyond the most obvious, concentrating on those who fail to complete the booking process, and advises the use of more content-driven and social media platforms.

It also recommends looking beyond the iconic sights and destinations and offering the sharing economy’s focus on ‘living like a local’.

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