Chinese tourism in Italy, an opportunity to be seized
More and more young Chinese travellers are dreaming of Europe and Italy, in search of new experiences and different cultures. Here’s how to promote yourself online and intercept them.
China is close and Italy is a dream destination for its tourists
The pandemic is now a memory, the desire to discover new places has revived after years of stagnation and the Chinese economy is increasingly central to global fortunes: these reasons alone are enough to carefully analyse the trends of one of the most interesting sectors for exchanges between China and Europe, that of tourism.
In the shadow of the Great Wall, there is a great desire to travel and visit European countries and Italy, with its cities of art and regenerating lifestyle.
A sketch of Chinese tourists in the third millennium
Chinese travellers are growing in numbers and changing in habits.
The economic wellbeing of the middle class and the level of education, which among millennials has reached unprecedented levels, are pushing more and more people across the border, in search of contact with different cultures and experiences that are as engaging and genuine as possible.
But how do Chinese tourists behave? They prefer short holidays, concentrated in a few places and with original experiences that allow them to discover the local community and culture, also thanks to completely customised and unusual initiatives.
Young tourists in particular are growing, who carefully plan itineraries and travel details, distinguishing themselves by their curiosity for the new, while expecting an impeccable welcome and openness to dialogue from the host country.
Chinese travellers in Europe… according to social media
Interest in the Old Continent manifests itself in an explicit and quantifiable manner on social networks, where Chinese tourists (real and potential) share content, express preferences and interact with the posts of others.
According to a sentiment survey carried out during the last quarter of 2023 – analysing conversations on Chinese social networks related to the destinations under analysis – the most debated and popular destination is France, which thanks to its iconic monuments and its variety of solutions dominates platforms such as Douyin, Weibo and WeChat. This is followed by Italy, Switzerland, Spain and the UK.
While the online popularity in China of French, Italian and Spanish destinations is similar, what makes the difference is the engagement and dissemination of content about Paris and other transalpine destinations, which generate ten times more echoes than in other countries.
China-Italy, the Silk Road updated to tourism
Italy, which is recognised by the Chinese public for destinations such as Milan (with its fashion-related events) Rome, Florence and Venice (with their historical and cultural attractions), attracts above all the online audience between 21 and 35 years old, with a clear majority of women.
Perhaps for this reason, in addition to the best-known museums and monuments, such as the Uffizi and the Colosseum, among the most sought-after Italian destinations are the Cinque Terre, which combine art and traditional cuisine with fairytale landscapes and various outdoor experiences. A useful indication for possible alternative marketing strategies, online and offline.
Post COVID-19, in fact, among the main interests of Chinese travellers are nature and outdoor activities.
Opportunities to be seized by Italian brands
The scenario just described opens up attractive prospects for Italian brands operating in the tourism sector, with all its related segments: Ho.Re.Ca., art and culture, transport, entertainment, fashion, food and wine, you name it.
Offering dedicated services to Chinese travellers, enabling them to experience the essence of the Italian way of life and traditions, but also to discover the freshest and most innovative aspects of our country and our society, is essential to feed the expectations of a demanding and curious public.
Breaking down the boundaries between tourism and entertainment is another aspect that can make the difference: in this sense, many small and medium-sized Italian resorts, as well as many brands in the sector, have what it takes to propose original and unique experiences, capable of capturing enthusiasm both online and offline.
Guaranteeing a simple and transparent customer experience, in which the costs of each service are clear and defined, and the organisation is punctual and agile, is essential to convince young, enthusiastic, budget-conscious tourists.
How to intercept Chinese tourists online and grab their attention
Speaking in an engaging way to Chinese travellers today requires an articulated multi-channel strategy, ranging from social networks to marketplaces, calling in local influencers and creating content capable of generating enthusiasm and emphasising not only the beauty of places, but also the quality of services and the uniqueness of the experience.
Capturing the attention of Chinese consumers are above all fashion brands, which can easily connect their products to particular events or socio-cultural contexts that can also become tourist phenomena, such as fashion week and the Salone del Mobile.
The aim is to create the image of ‘a place to be’, of a physical place or an unmissable occasion for young Chinese people with a global spirit, arousing curiosity and setting up a system of services to facilitate the tourist experience.
An adequate digital presence in China’s online ecosystem is key to achieving the goal.
Specific actions, for specific digital channels
Which channels to preside over and how? How to exploit the enormous visibility and engagement potential of an audience of over 1 billion active users? First of all, it is necessary to get to know the platforms that are most useful to the tourism sector, and then prepare an action plan on each and develop a real strategy.
Must-have channels
· Douyin, the Chinese name for TikTok, a social network with more than 700 million subscribers, focused on sharing short and very short videos and the place of choice for local influencers.
· Kwai, a virtual community that discusses current trends by posting mainly short clips, one of the most popular entertainment channels for under 40s.
· RED, a platform integrating e-commerce and social networking features, where 70 per cent of users are under 35, with lots of content on fashion, travel and food.
· WeChat and its Miniprograms, i.e. integrated services (e-shop, task management, etc.) with the corporate account of China’s most popular messaging platform (1.3 billion active users).
Possible strategies
· On Douyin, also thanks to China’s key opinion leaders in the travel sector, it is possible to carry out important brand awareness campaigns, B2C and B2B, telling with dedicated content and accounts about tourist attractions, hotels, entertainment and typical places.
· On Kwai, the best approach is to create your own space in the Travel section, which has over 1 billion views per month, and produce content that links travel and brands vertically, so as to create a value network aimed at promoting events and selling products.
· On RED, to attract the interest of young audiences, interactive content should be developed that helps immerse them in the culture and lifestyle of their country, so as to influence the preferences of potential Chinese tourists.
· On WeChat, the opportunities are enormous: it is in fact a space suitable for popularisation content, as a tourist guide, but also for the promotion of specific areas and experiences, thanks to the possible integration with augmented and virtual reality, as well as perfect for the purchase of travel-related products and services (tickets, souvenirs, etc.).
The importance of organised work and strong partnerships
Creating virtual environments rich in information, culturally characterised and capable of speaking to a peculiar, dynamic and uniquely inclusive audience can be complex.
A convincing storytelling needs to be developed and articulated on multiple channels, dialoguing with the audience but also with other actors (influencers, top brands for co-branding operations, etc.). And, above all, one needs to be aware of the local cultural, social, economic and regulatory context.
This path is easier if you work with partners capable of accompanying companies and brands step by step, such as Retex. Seizing the opportunities offered by the huge Chinese tourism market is a challenge that can be overcome.
