From global to local: driving brand success through cross cultural marketing [Video]

⁠Global travel is gradually recovering to pre-pandemic levels, with international borders open and travel restrictions lifted. With the return of Chinese tourists, they are gradually reshaping the travel landscape and fostering economic rejuvenation.

For travel companies, it is crucial to personalize their marketing strategies by blending global appeal with local relevance to build a meaningful connection with their customers and drive tourism growth in this lucrative market.

Impact of Chinese tourists on travel industry

Before the pandemic, Chinese tourists were the world’s biggest spenders, accounting for 155m outbound trips and spending $255bn in travel expenses. In 2023, Chinese tourists regained their position as the leading overseas spenders, with UN Tourism reporting a total expenditure of $196.5bn – surpassing all other countries.

Europe remains a prime destination for Chinese tourists. European Travel Commission (ETC) reports a notable 83% increase in Chinese tourists’ interest in 2024, an impressive 9% rise from 2023, highlighting Europe’s ongoing appeal as Chinese tourism steadily rebound.

To capitalize on …

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