{"id":3340,"date":"2021-03-04T09:04:58","date_gmt":"2021-03-04T08:04:58","guid":{"rendered":"http:\/\/twissen.com\/?p=3340\/"},"modified":"2022-01-21T11:23:35","modified_gmt":"2022-01-21T10:23:35","slug":"destinations-tourism-attractions-promote-themselves-chinese-online-platforms","status":"publish","type":"post","link":"https:\/\/twissen.com\/en\/trends-en\/destinations\/destinations-tourism-attractions-promote-themselves-chinese-online-platforms\/","title":{"rendered":"How destinations and tourism attractions promote themselves on Chinese online platforms"},"content":{"rendered":"<p>With\u00a0a monthly user base of more than 1.2 billion people, WeChat\u00a0is\u00a0the most important social media platform in China. However, even for those tourism businesses\u00a0and destinations that are active in this messaging app, integrating Weibo in their marketing strategy could be a successful way to widely reach and engage users.<\/p>\n<p>We should start by considering\u00a0<a href=\"https:\/\/www.digitalcrew.com.au\/blogs-and-insights\/chinese-social-media-how-do-weibo-and-wechat-compare\/#:~:text=The%20key%20difference%20between%20the,a%20long%2Dterm%20loyal%20following.\" target=\"_blank\" rel=\"noopener noreferrer\">the main differences between these two networks<\/a>.\u00a0<a href=\"https:\/\/www.wechat.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">WeChat<\/a>\u00a0is an app designed for chatting as well as allowing its users to do everything from payments to booking flights and hotels.\u00a0<a href=\"https:\/\/weibo.com\/login.php\" target=\"_blank\" rel=\"noopener noreferrer\">Weibo<\/a>\u00a0is a microblogging network, with around 600 million registered users, designed to\u00a0connect, find news and information from trustworthy sources, research brands and share experiences. While\u00a0<strong>WeChat is more private and relationship-focused<\/strong>, allowing businesses to address their marketing strategy to specific targets and build customer-loyalty in the long-term,\u00a0<strong>Weibo is more open, fast, engaging and visible<\/strong>, due to its \u2018one-to-many\u2019 approach providing brands with a big following.<\/p>\n<p>The different approach and possibilities given by these two social media platforms emerge also from the data analysis regarding tourism businesses and destinations\u2019 performance in 2020.\u00a0<a href=\"https:\/\/dragontrail.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dragon Trail<\/a>, indeed, tracked the performance of NTOs, DMOs, attractions and other tourism related businesses to identify best practices and benchmarks of digital marketing in WeChat and Weibo.<\/p>\n<p>By analysing the two 2020 Full Year Rankings\u00a0Reports, we can\u00a0observe\u00a0<strong>European destinations\u2019\u00a0performance\u00a0in the two platforms<\/strong>.\u00a0<a href=\"https:\/\/dragontrail.com\/resources\/blog\/2020-wechat-rankings\" target=\"_blank\" rel=\"noopener noreferrer\">As regards WeChat Report<\/a>,\u00a0among the first 10\u00a0overseas\u00a0DMOswith the highest number of views for all posts published we have <a href=\"https:\/\/www.foreveredinburgh.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forever Edimburgh<\/a> and\u00a0<a href=\"https:\/\/www.yesmilano.it\/\" target=\"_blank\" rel=\"noopener noreferrer\">YesMilano<\/a>. European NTOs performing among the top 10 are\u00a0<a href=\"https:\/\/visitsweden.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visit Sweden<\/a>,\u00a0<a href=\"https:\/\/www.visitnorway.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visit Norway<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.visitbritain.com\/gb\/en\" target=\"_blank\" rel=\"noopener noreferrer\">Visit Britain<\/a>.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-7162 aligncenter\" src=\"https:\/\/twissen.com\/wp-content\/uploads\/\/home3\/stwissea\/public_html\/wp-content\/uploads\/2021\/03\/2020-wechat-dmo-258x300.jpg\" alt=\"\" width=\"556\" height=\"647\" srcset=\"https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-wechat-dmo-258x300.jpg 258w, https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-wechat-dmo-768x893.jpg 768w, https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-wechat-dmo.jpg 800w\" sizes=\"(max-width: 556px) 100vw, 556px\" \/><\/p>\n<p>Shifting our attention to <a href=\"https:\/\/dragontrail.com\/resources\/blog\/2020-weibo-rankings\" target=\"_blank\" rel=\"noopener noreferrer\">Weibo Report<\/a>, we look at a different situation.\u00a0<a href=\"https:\/\/www.foreveredinburgh.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Forever\u00a0Edimburgh<\/a>,\u00a0<a href=\"https:\/\/www.visitflanders.com\/en\/index.jsp?country=en_US\" target=\"_blank\" rel=\"noopener noreferrer\">Visit Flanders<\/a>,\u00a0<a href=\"https:\/\/tourismus.bayern\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bayern\u00a0Tourismus<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.visitcopenhagen.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visit Copenhagen<\/a>\u00a0are among the first 10 overseas DMOs with the highest number of engagements for all posts published.\u00a0With respect to\u00a0NTOs,\u00a0the\u00a0<a href=\"https:\/\/www.enit.it\/wwwenit\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">Italian government tourist board<\/a>\u00a0drives the ranking\u00a0thanks to the\u00a0engagement\u00a0obtained with a post\u00a0about Fu Jing, a Chinese singer and actress who was named a \u201cfriend to Italian tourism\u201d.\u00a0Also\u00a0<a href=\"https:\/\/www.visitnorway.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visit Norway<\/a>,\u00a0<a href=\"https:\/\/www.myswitzerland.com\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">Switzerland<\/a>,\u00a0<a href=\"https:\/\/www.germany.travel\/en\/home.html\" target=\"_blank\" rel=\"noopener noreferrer\">Germany<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.visitdenmark.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Visit Denmark<\/a>\u00a0are among the best performing destinations in terms of engagement.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-7165 aligncenter\" src=\"https:\/\/twissen.com\/wp-content\/uploads\/\/home3\/stwissea\/public_html\/wp-content\/uploads\/2021\/03\/2020-weibo-ntos-238x300.jpg\" alt=\"\" width=\"556\" height=\"701\" srcset=\"https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-weibo-ntos-238x300.jpg 238w, https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-weibo-ntos-768x969.jpg 768w, https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-weibo-ntos.jpg 800w\" sizes=\"(max-width: 556px) 100vw, 556px\" \/><\/p>\n<p><strong>As for European museums and attractions<\/strong>, the\u00a0<a href=\"https:\/\/www.britishmuseum.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">British Museum<\/a>, the\u00a0<a href=\"https:\/\/www.louvre.fr\/en\" target=\"_blank\" rel=\"noopener noreferrer\">Louvre Museum<\/a>, the\u00a0<a href=\"https:\/\/www.vam.ac.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">V&amp;A Museum<\/a>, and\u00a0<a href=\"http:\/\/en.chateauversailles.fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Versailles<\/a>\u00a0prove to be among the top 10 overseas attractions in relation to views on WeChat as well as\u00a0to\u00a0engagement on Weibo.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-7166 aligncenter\" src=\"https:\/\/twissen.com\/wp-content\/uploads\/\/home3\/stwissea\/public_html\/wp-content\/uploads\/2021\/03\/2020-museums-wechat-300x217.png\" alt=\"\" width=\"555\" height=\"402\" srcset=\"https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-museums-wechat-300x217.png 300w, https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-museums-wechat.png 697w\" sizes=\"(max-width: 555px) 100vw, 555px\" \/><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-7167 aligncenter\" src=\"https:\/\/twissen.com\/wp-content\/uploads\/\/home3\/stwissea\/public_html\/wp-content\/uploads\/2021\/03\/2020-museums-weibo-300x251.png\" alt=\"\" width=\"555\" height=\"464\" srcset=\"https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-museums-weibo-300x251.png 300w, https:\/\/twissen.com\/wp-content\/uploads\/2021\/03\/2020-museums-weibo.png 626w\" sizes=\"(max-width: 555px) 100vw, 555px\" \/><\/p>\n<p>At\u00a0<strong>Twissen<\/strong>\u00a0we observed that tourism businesses and destinations willing to reach the Chinese audience need to be active on both WeChat and Weibo, and build their communication strategy according to the objectives and peculiarities of each instrument: while\u00a0<strong>WeChat has a wider impact on the performance of specific marketing campaigns and Call\u00a0To\u00a0Actions<\/strong>\u00a0due to its <a href=\"https:\/\/www.east-media.net\/cose-weibo-e-come-funziona\/#:~:text=%E2%80%9CCon%20Weibo%20l'utente%20cinese,da%20una%20App%20di%20messaggistica.%E2%80%9D\" target=\"_blank\" rel=\"noopener noreferrer\">vertical communication<\/a>,\u00a0<strong>Weibo could be fundamental to increase awareness, engagement\u00a0<\/strong>and draw attention to the brand of the destination.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Destinations and tourism attractions willing to target Chinese customers should promote themselves on WeChat and Weibo. Dragon Trail provides an analysis of European destinations&#8217; performance on these two platforms.  <\/p>\n","protected":false},"author":7,"featured_media":7161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[97],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How destinations and tourism attractions promote themselves on Chinese online platforms | Twissen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/twissen.com\/en\/trends-en\/destinations\/destinations-tourism-attractions-promote-themselves-chinese-online-platforms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How destinations and tourism attractions promote themselves on Chinese online platforms | Twissen\" \/>\n<meta property=\"og:description\" content=\"Destinations and tourism attractions willing to target Chinese customers should promote themselves on WeChat and Weibo. 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