2 megatrends drive Chinese outbound tourism:
The first is an Incredible growth in the number of tourists, from 107 million in 2014 to 128 million in 2015 - on to an expected 200 million in 2020.
The second is a rapid shift in the way they travel: Switching from old-fashioned group tourism to independent tourism (F.I.T.). This mirrors the development seen in any country around the world - but the change is taking place surprising early and quickly.
There are 4 elements to consider before taking action
Type of event (Concerts, festivals, marathons, conferences, exhibitions etc.)
Field of interests (Lifestyle, business, sports, music etc.)
Desired target audience and exposure rate (demographics and number of potential viewers)
Based on these 4 elements we identify the most suitable KOLs (Key Opinion Leaders) and handle all contacts, quality control, monitoring etc., making sure that the message you want to communicate about your event is crisp and clear
Besides the elements already listed under Short Term Promotion a number of highly efficient marketing measures should also be considered for more long-term promotion
Chinese website and/or WeChat account. Not only ideal for communicating a strong China interest but also for engaging with users before and during the event
Engage in long-term cooperation with stakeholders, including media, interest groups, partners etc
Online and offline feed-in events attracting interest towards the main event
At Shanghai Jungle we have developed a structured approach for attracting Chinese tourists to European cities, museums, attractions, hotels, restaurants and shops.
We call it The Jungle Funnel.
There is no magic to our method: Its strength lies in a precise targeting of the tourists desires and needs in each of the 4 phases - as well as the continuous reinforcing of our own work by promoting sharing among the followers and tourists themselves.