This story originally appeared on August 31, 2018 in Jing Travel: https://jingtravel.com/5-things-the-tourism-industry-needs-to-know-about-chinese-travelers/

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Source: Philip Lange / Shutterstock.com

China’s outbound tourism–already booming–is actually just getting started. The Chinese government estimates that a stunning 700 million trips will be taken by nationals by 2022. To ignore these numbers would be detrimental to any destination. For example, Japan, a popular destination for Chinese tourists, estimates that, while a quarter of their tourists are from China, they account for nearly half of tourist spending.

Not all destinations are equipped to understand the Chinese traveler, though. The vision of the Chinese tour bus, while still a reality, is no longer the norm. Tools like Google Translate, social media, and the internet have allowed the self-directed traveler to explore the world according to his or her own itinerary. However, translation tools, while sufficient to understand the basic gist, leave much to be desired, especially for Asian languages. While English has spread globally, Mandarin is slowly trickling out. Trends show that this is likely to change in the long run as nearly 100 million non-Chinese are studying Mandarin, which should overtake Spanish as the most learned second language within ten years. …

Influencer marketing is growing, and so is influencer fraud — so how can you successfully measure influencer marketing? Looking at searches might be just what you need.

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Influencer marketing has grown exponentially over the past few years. The rise of social media and mobile devices has allowed influencers to amass an audience and tell their own stories. Influencer marketing, where one creates a story and utilizes their online influence and social media to drive traffic to that story, can be said to be the “truest” form of native advertising since the content performs double duty as the advertisement.

The simple introduction to influencer marketing

There are two main types of influencers at opposite ends of the spectrum: Celebrities and micro-influencers. …

The rise of social media has given everyone with an Internet connection the opportunity to stand on their own soapbox and discuss their business, their pastimes, their lives, thus leading to influencer marketing, a digital form of word-of-mouth marketing.

It’s been challenging to figure out how to measure influencer marketing, since it is an activity where one learns about something as opposed to search where presumably one is now looking for the most efficient means to purchase that product. …

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