If you’re in travel, hospitality, and tourism sectors, selling the experience work best. Here are five useful Chinese localization tips you can do.
Chinese travelers are tech-savvy and always connected. But here’s the catch.
Distractions are everywhere as well. From promotional deals to reservations and social media, they consume much content, too.
Why Should You Watch Out for Outbound Tourism?
As of January 2025, China’s outbound tourism is experiencing a significant resurgence. Recent data indicates that during the eight-day Lunar New Year holiday (January 28–February 4, 2025), approximately 2.2 to 2.6 million Chinese travelers are expected to journey abroad
The living standards and consumption levels are improving. Moreover, the traveler’s desires to explore other places are stronger. In return, such improvement creates tremendous opportunities for overseas companies.
Even if you’re not in China, travelers come to your place. So, what are you going to do about it?
Improving your translation and localization strategies will help you amplify your services. You can do your marketing or work with local Chinese counterparts. Here are helpful tips for you:
1 Build your online presence where they are present (e.g., WeChat and Weibo)
WeChat remains the most popular app among Chinese travelers, making it a key platform for businesses looking to engage this audience. To capitalize on its features, research how you can integrate WeChat into your existing channels and align your strategy with its unique ecosystem.
If you own a property or vacation rental, consider working with influencers (Key Opinion Leaders – KOLs). They can showcase your property to their massive follower base, sharing authentic experiences that resonate with potential travelers.
Collaborating with local suppliers is another effective strategy. Promote your services through these partnerships and offer commission-based incentives, creating a win-win scenario.
Learn from Tourism New Zealand’s Success
Organizations with larger budgets can follow the example of Tourism New Zealand, which partnered with Tencent to target outbound Chinese travelers. They ran highly effective ads on WeChat, achieving an impressive 10% click-through rate (CTR). Such partnerships are vital to tapping into WeChat’s billion-plus users, helping brands gain visibility and drive results.
2 Register your services to Chinese platforms and OTAS (and use punchy copywriting)
Popular websites like Google, Facebook, and Instagram are not available in China. If you want to gain more exposure, try other Chinese platforms to sell your services. You can register to Ctrip as your online travel agent for bookings. You may also publish your services with a Chinese landing page.
Use Weibo since this microblogging site is popular among netizens as well. They get information and reviews about a particular place or from their peers.
Tujia is like the Airbnb of China if you’re running a rental vacation. But what’s important is you also use punchy copywriting in Chinese
Depending on your target audience, you need to be careful and smart in your content. Clarity and relevance make sense when you write about your services.
3 Localize payment options (accept WeChatPay, Alipay, etc.)
According to Neilsen, 65% of Chinese tourists use mobile payments during overseas travel. Avoid causing ordeals when it comes to payments. WeChatPay, for example, is one of the popular payment methods among travelers.
It will be a delight for them if your store or even e-commerce site support such seamless payment method. In China, most of the transactions are via a mobile wallet, which WeChat app supports.
Tencent -is open for partnerships for overseas companies and retail stores. You can offer easy payments via QR code scans and solutions.
Line– the messaging app in Japan supports and accept WeChatPay. Tencent is also expanding to North America and even to European countries. WeChat is available in Italy where travelers can pay on retailers that support QR code scans.
4 Use the power of videos
You’ll never know the power of your story in a video until you share it. In this industry, videos and storytelling help you sell the experience. And one of the ways to be effective in this area is to invest in Chinese promotional videos.
You may want to advertise on Douyin. It’s a short video sharing platform where you can create and share snippets to followers. If you have a big budget, you can maximize your English videos and produce voice-overs. The secret is to speak to the hearts of the travelers using the language they understand.
5 Emerging technologies like VR (virtual reality) elevates your marketing
Content, photos, and videos are essential, but they shouldn’t limit you from exploring the opportunities that emerging technologies offer. In Hawaii’s case, Virtual Reality (VR) has played a key role in turning potential travelers’ dreams into reality. The state has successfully leveraged VR technology and social media campaigns on WeChat to enhance its tourism marketing.
One notable example is how Hawaii used VR to showcase its stunning islands, positioning itself as a luxury travel destination. In a separate campaign, the Tourism Board targeted the wedding industry by collaborating with Taiwanese celebrities Ady An Yixuan and Chen Ronglian, who held their luxurious wedding in Oahu in June 2017. This high-profile event was widely covered, including by Jing Daily, further boosting Hawaii’s reputation as an ideal destination for weddings.
Beyond tourism, VR technology is widely used in e-learning and education. However, in digital marketing, it offers a unique value-added experience, allowing potential customers to immerse themselves in a destination before they even arrive.
It’s important to note that localizing such advanced marketing strategies requires significant investment, but the payoff can be substantial. When executed well, VR-driven campaigns enhance brand perception, create deeper engagement, and drive conversions, making it a valuable tool in modern tourism marketing. 🚀
Do you find this thought-leadership piece article helpful? Do you need help in localization strategies in any of these industries? Feel free to contact us or grab this Chinese New Year promo to get you started on your goals this year.
