20 years ago, a modest 10.5 million overseas trips were made by Chinese residents. Fast forward to 2018 and the figure was 139 million. The increasing rate has been over 1000%.
China’s tourism marketing is still growing. Compare to 2017 the population of mainland tourism has growing by 10.8%. Total revenue has grown by 12.3%. Since 2018 China’s tourism industry has gradually become a new growth point of the national economy. The scale of the tourism industry is gradually expanding. The system is almost complete. The total amount of China’s tourism revenue has reached 6trillion. It accounts for 11% of china’s GDP. It has become a new growth point for the national economy.
Since 2019 tourism products are gradually shifting from the offline market to the online market. Big data from iimedia Research shows in 2018. China’s online travel users have reached 3.6 billion in 2019. The number of active users in XieCheng has reached 71million. Xicheng has become the top 1 overall travel rate app.
China has been written about digital transformation and the country’s explosive growth in E-commerce. Now a lot of people still can’t fully understand how Chinese shoppers use the internet to buy products and how they can get even more experience from online besides going to the store in the mall.
Most national regional and local tourism bodies have tight budgets, which makes it even more important to have a smart destination marketing tactics. Analysis of 2016-2019 China’s destination marketing data research report. We found the following tactics have the highest ROI for destination marketers.
Build an effective website based on the change in people’s shopping concept. Mobile bookings have grown by 1700% between 2011 and 2018. Online revenue even grew from 1%-18%. After upgrading the website, it is much easier to track the results by monitoring average time users spent on website, bounce rate and conversion rates.
The creative and memorable visual brand is also important. A visual content marketing can be done by a team with contact people and professional designers. The main point of making a compelling site page is to let consumers have a deep memorial of what they just saw and start to have the interest to stay on the page and find out more information they want.
Take an example of Alaskatravel.com, the message conveyed by the visual brand is nature, wild and adventure. Which is the effectively done.
Collaborative with the local network of suppliers
In alaskatravel.co, The link of “popular package” shows all the activities you can do when you there and after you click into the link. You will see all of them are well organized. Packages are all different and its planned either shot or long timing depends on how long you with be there. All those packages have a different local network of suppliers.
The website becomes a local market
Take online bookings for the tickets, activities and theme parks. We can find out that tour and activity companies generate up to 40% more bookings by opening up online bookings. Research shows in 2015 consumers have a big change by choosing the trip advising tools. Almost 80% of free travel consumers will have their plans before travel, and 60% of them staring to use online travel planning tools. The online travel market expanded rapidly in 2015, with a market transaction scale of 423.72 billion. It is estimated that the online free travel market in 2015 is about 200 billion. Assuming that all users using smart travel tools can book here, the smart travel market can reach a scale of 100 billion yuan, and the actual scale is also several hundred billion yuan.
Social media + KOL influence
Another high ROI can be created in Social media like Weibo marketing, tourism marketing, social marketing. It grew rapidly since the popularize of the smartphone. Now, users can quickly and easily stay in touch and get the latest information whenever and wherever they are. Mobile apps are also involved in almost every aspect of our lives, and these are changing the traditional tourism industry.
The behavior of sending out postcards during traveling is now been replaced by social media. Statistics show social media becomes the way of keep contact with family and friends, More than 75% of tourists globally will choose to share the joy of the trip. Only about 19% of tourists in tourism will continue to choose to send a postcard greeting the traditional way.
In China, Weibo has become one of the most popular social networks in China. According to Sina the newest data that issues on February 20, 2013 shows: till the end of December 2012, Sina Weibo registers user number to already exceeded 500 million, grow 74% on a year-on-year basis, daily active user number reached 46.2 million. In just a few years, social networks have beaten postcards to the top of travelers’ lists of happy journeys.
Till now most travelers make travel plans not only care about the destination but about the friends of they know who have already been there and they are interested in the pictures they have posted on social media. Word of mouth from a group of close friends and KOL influencers can be more trustworthy, also good comments can easily make people want to travel. About 52% of the Weibo users report that a picture shared by a friend and KOL influencers at a destination prompts them to visit and start planning to go there.
When the 90s become the main tourism group, the way they communicate with the world has changed from text and pictures to videos.
DouYin opens a new destination marketing model
With the widespread popularity of Douyin short video, tourism has become one of the highest topics on the platform. Because the advantage of the short video is easy and cheap. Not only the ordinary users but the local tourism development office have entered Douyin and have their official accounts. Internet celebrity economy has started to born, and short video has become a popular way of destination marketing.
According to statistics from a related tourism platform, from January to June in 2019, the fastest-growing domestic cities were Chongqing, xi ‘an，Xiamen, Chengdu, and Sanya, which coincide with the most popular internet celebrity cities on Douyin platform.
China has entered a new stage of high-quality tourism development, high-quality tourism product will eventually choose better tourism enterprises.
Destination marketing in the new era, we have to realize the importance of tourism planning, marketing planning to invest more time and money. Hongyadong in Chongqing and “throw away wine” in Xi’an are examples of a city with a tourist attraction. Resources should be concentrated to build internet celebrity landmarks or tourist souvenirs with great communication value.
Attract fans and make good use of marketing channels. Douyin has spent a lot of time attracting more users and guiding users to create. Douyin has a large number of actual participants because it’s already prepared a stage, music, special effects. With these unique conditions, users were hard to say no to it.
The essence of the Internet is to create connections. Through a series of interesting short videos, douyin connects different people, things together, created an online platform for better life creation and benefit-sharing and influencing people’s offline life and behavior.
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