Insight & Analysis

How to Market to Chinese Tourists


market to chinese tourists

Tourism from China is big business. Government figures show there were 761,400 Chinese visitors to Australia in the 2013-14 financial year, and they provided a big boost to our economy, spending $5.3 billion. With Australia being actively promoted as a tourist destination, these numbers can be expected to increase in the future.

When they come to Australia, Chinese tourists have long been known for spending their money on luxury goods and souvenirs, but they are also increasingly turning to experiential purchases, which means plenty of opportunities for Australian businesses to benefit if they can appeal to this lucrative and growing market.

How to reach Chinese tourists

For the best chance of success, it’s a good idea to target Chinese tourists before they come to Australia. This way you can increase the chances of being scheduled into their trip from the beginning, and become part of their itinerary. If your target market has already heard of your brand, they are more likely to choose you over those they are unfamiliar with. Waiting until they arrive in Australia may be too late.

Create exclusive campaigns

Your Chinese marketing campaign should be created exclusively for your Chinese audience, as it needs to be relevant specifically to them. Where possible, try to create a connection between your products or service and Chinese culture, historical figures or seasonal trends, such as Chinese New Year for example.

Make use of social media marketing

Social media is a fantastic way to reach Chinese tourists and create hype around what you are offering, and this can be done through platforms like WeChat. Content rich stories can help you to connect with your audience, and they tend to work more effectively than promotional offers alone.

Implement referral programs

Referral programs and reward systems are a great way to encourage people to refer you to their friends, and can be highly beneficial in increasing your visibility and exposure to your Chinese audience, both in China and in Australia.

With an increasing number of businesses competing for the Chinese tourism market, you can gain the edge with a well-implemented marketing campaign, and by offering products and services specifically geared towards Chinese travellers.


Are you looking for an effective way to target the Chinese tourism market? At Digital Crew, our China Online Marketing division has years of experience in creating and implementing effective marketing campaigns that get real results in this lucrative and highly competitive area.

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