China is Back!

After three years of closed borders, China has emerged as the world's largest outbound travel market once again. At this year's WTM Africa, iMarcus Lee, CEO of China Travel Online, shared valuable insights.

According to Lee, several key factors will drive China's tourism recovery:

• Visa accessibility is a top priority that needs to be addressed as a matter of urgency. This year, even major buyers were unable to get visas in time for WTM.
• 95% of Chinese tourists don't speak English, so language support is crucial. f you don't have a website in Chinese, you're not even on the map.
• Experiential travel is in demand, beyond just shopping. Cultural immersion, gastronomy, and nature experiences are appealing.
• The "China-ready" programme shows you how to respect Chinese tourists and give them what they want, not what you think they want. I
• Timing is crucial, with peak seasons around Chinese New Year, summer holidays in July and August, and National Day in October.
• Digital marketing on platforms like WeChat, Weibo, and TikTok is essential to reach and engage this tech-savvy market.