Focusing more on the traditional trade marketing side means missing out on attracting China's increasingly free independent travelers who turn to digital, social, and pop culture for trip planning and inspiration.

 

 

To date, destinations are still too heavily focused on traditional trade marketing to attract today's Chinese outbound travelers. Focusing more on the traditional trade marketing side means missing out on attracting China's increasingly free independent travelers who turn to digital, social, and pop culture for trip planning and inspiration.

 

These travelers are heading to WeChat, video platforms, user-generated content channels such as Mafengwo and Fliggy, and other social media channels to find information, plan, book, and guide them through their trips. In August 2017, Fung Global Retail & Technology reported that 72% of Chinese travelers are influenced by digital media, such as travel websites, social media platforms, online travel agencies, and social trip planning platforms, while planning their overseas trips.

 

Beyond digital and social media, popular entertainment also influences how China's outbound travelers get inspired. According to a 2017 Global Travel Destination Report by social trip-planning site Mafengwo, 24.5% of Chinese travelers are influenced by TV, film, and variety shows. 

 

Destinations need to listen to their target audience to create a business-to-consumer content strategy and develop engaging content across China's digital platforms to capture the expanding free independent traveler market.