This document is the "2024 China Cultural and Tourism Overseas Marketing Trend Insight Report", mainly focusing on China's cultural and tourism overseas marketing. The content covers global cultural and tourism market dynamics, characteristics of international tourists' consumption behavior, trends and cases of cultural and tourism overseas marketing, suggestions for China's cultural and tourism overseas marketing, etc., aiming to help China's cultural and tourism industry enhance its overseas influence. The details are as follows:
1. International Opportunities and Current Situation of Inbound Tourism for China's Cultural and Tourism Industry
- International Opportunities: The global tourism industry is recovering, with the number of international tourists and tourism revenue in 2023 approaching pre-pandemic levels, and a full recovery expected in 2024. China's cultural and tourism market is also ushering in new opportunities, such as visa facilitation and the resumption of international flights.
- Current Situation of Inbound Tourism: In the first half of 2024, China's inbound tourism rebounded rapidly, with a significant increase in the number of visa-free entries. Cultural attractions and scenery are the core appeal, with East China and South China being the most popular regions. Some cities are favored due to social media marketing.
2. Characteristics of International Tourists' Consumption Behavior
- Source Market Performance: European and American tourists love outbound travel, while Asian countries are the main source markets for China's inbound tourism. In the first quarter of 2024, the number of visits from European and American tourists increased significantly.
- Tourist Characteristics: Tourists from different continents have different profiles and travel preferences. American tourists spend more and love adventure and cuisine; German tourists value cost-effectiveness and comfort; British tourists pay for sustainability and love vacations; French tourists focus on safety and love niche cuisine; the number of elderly Korean tourists is increasing, and they love food and value experiences.
3. Insights into Cultural and Tourism Overseas Marketing Trends and Case Analysis
- Marketing Trends: Social media is an important channel for cultural and tourism marketing, with visual platforms being more suitable. TikTok is suitable for young users to "discover travel fun"; YouTube is suitable for spreading high-quality content and "immersive travel"; Instagram is a platform for sharing travel guides; Facebook is suitable for obtaining information.
- Case Analysis: Introduces marketing cases and strategies of California & Beijing, Dubai & Hangzhou, Bali & Chongqing, Singapore & Shanghai on TikTok, YouTube, Instagram, and Facebook platforms respectively.
4. Suggestions for China's Cultural and Tourism Overseas Marketing: Focus on precise marketing on visual platforms, stimulate user-generated content, create a unified style and fun content, and enhance brand appeal.
