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In less than two decades China has grown from travel minnows to the world’s most powerful outbound market, leapfrogging the US – and leaving it in its wake. According to the United Nations World Tourism Organisation (UNWTO) Chinese tourists overseas spent $261.1bn in 2016, up from around $10bn in the year 2000 (the figure for 2017 is likely to top $300bn). Collectively, America’s globetrotters parted with a relatively paltry $123.6bn.

In this last #travelcast episode, I had the pleasure of interviewing Anjelica Price-Rocha and Humphrey Ho, Managing Director of Hylink Digital Solutions USA, China’s largest digital advertising agency — now with international headquarters in Santa Monica, Calif. Humphrey is focused on building the first global advertising agency that natively understands the Chinese digital landscape and the burgeoning group of Chinese companies seeking to go abroad.

In this episode, we spoke on: How to leverage the right digital channels to reach Chinese travelers?

Chinese international travelers currently numbered an estimated 100 million, making China the world’s largest outbound travel market. By 2030, the country will have about 600 million middle-class citizens and most of them will want to travel.

What drives the Chinese to travel so often and in such large numbers?

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