Which Chinese Platforms Are Essential for Promoting Your Services to High-End Travelers?

With the rapid growth of international tourism in China, understanding the digital tools used by Chinese travelers is essential for high-end tourism providers. The Chinese digital landscape is unique and goes far beyond the Western platforms like Instagram or Booking. In this article, discover the must-use platforms to reach this specific audience.

1. Social Media and Content Marketing

Chinese social media plays a central role in discovering and planning trips. Users rely heavily on influencer recommendations and engaging visual content. Here are the main tools:

WeChat (微信 – Wēixìn)

• Description: More than just a social network, WeChat is a super-app integrating messaging, mobile payment, e-commerce, and mini-programs (integrated apps).
• Target audience: All demographic segments.
• Usage for tourism: Create an official account to share inspiring articles, special offers, or even provide instant customer service via chat. Mini-programs can also offer online booking directly through the app.
• Strengths: Extremely large audience; ideal for building continuous relationships with clients.

Weibo (微博 – Wēibó)

• Description: A microblogging platform similar to Twitter but with a stronger focus on visuals.
• Target audience: Young urban users aged 18-35.
• Usage for tourism: Share awareness campaigns, collaborate with local influencers to promote your services, and post high-quality visuals.
• Strengths: High virality and easy sharing.

小红书 (Xiaohongshu – Little Red Book)

• Description: Xiaohongshu is a platform for sharing experiences, widely used by travelers to discover products, brands, and high-end experiences.
• Target audience: Millennials, mainly women aged 18-35.
• Usage for tourism: Share photos and videos of your services, such as luxury accommodations or exclusive experiences (fine dining, tailored activities). Collaborate with Chinese influencers to amplify your visibility and credibility.
• Strengths: Ideal platform for visual storytelling and social recommendations. Xiaohongshu is particularly influential for purchasing decisions and travel choices.

Douyin (抖音)

• Description: The Chinese version of TikTok, Douyin focuses on short and engaging videos.
• Target audience: Young users aged 15-30.
• Usage for tourism: Create captivating videos showcasing landscapes, exclusive services, or client experience moments. Collaborate with local content creators.
• Strengths: Highly engaging content and strong virality.

2. Booking and Travel Platforms

These platforms allow you to directly promote your services to Chinese travelers in the planning phase of their trip.

Ctrip (携程)

• Description: The leading online travel agency in China, offering options to book hotels, flights, trains, and activities.
• Usage for tourism: List your accommodations and services for direct visibility to travelers.
• Strengths: Widely used by tourists for international bookings.

Fliggy (飞猪)

• Description: Alibaba’s travel platform, seamlessly integrated with Alipay for payments.
• Usage for tourism: Offer special deals and list your services to reach an audience familiar with Alibaba’s ecosystem.
• Strengths: Access to a young and digital-savvy audience.

Mafengwo (马蜂窝)

• Description: A travel community platform where users share itineraries, reviews, and recommendations.
• Usage for tourism: Publish detailed guides about your destinations and services or collaborate with influential users.
• Strengths: Ideal platform to inspire young travelers.

3. Review and Recommendation Platforms

Online reputation is crucial in China, where travelers place great importance on reviews before making bookings.

Dianping (大众点评)

• Description: A consumer review platform covering restaurants, hotels, and activities, similar to Yelp.
• Usage for tourism: Encourage clients to leave reviews, share photos, and detailed descriptions of your services.
• Strengths: Widely used to search for local activities and culinary experiences.

Qyer (穷游网)

• Description: A community platform for independent travelers offering recommendations and advice.
• Usage for tourism: Share authentic content and inspire travelers through well-crafted travel guides.
• Strengths: Very popular among backpackers and independent travelers.

4. Video Sharing Platforms

Videos are a powerful way to tell immersive and visually appealing stories, perfect for high-end destinations.

Bilibili (哔哩哔哩)

• Description: A video platform popular for original and creative content.
• Usage for tourism: Post immersive videos showcasing unique experiences, such as guided tours or exclusive events.
• Strengths: A young and engaged audience that values original content.

Tencent Video (腾讯视频)

• Description: A massive video platform similar to YouTube, with a wide-reaching audience.
• Usage for tourism: Share promotional videos or collaborate with content creators.
• Strengths: High visibility within Tencent’s ecosystem.