Chinese Tourists Spend Big, Is Your Brand on Their Social Media Radar?

Over the past decade, Chinese tourists have become one of the most powerful forces in the global consumer market. By 2024, their outbound spending exceeded USD 250 billion, and it is projected to reach USD 167.7 billion in 2025. From luxury goods and beauty products to dining and experiences, their purchasing power is reshaping global consumption.

Why are Chinese tourists so important?

As global tourism rebounds, Chinese travelers stand out not only because of their sheer numbers, but because of their spending power:

• High spending per trip: Their average overseas spend is nearly 4 times higher than that of travelers from other countries.

• Concentrated purchasing habits: From skincare and fashion to local premium experiences, their spending clusters in high-value categories.

• Social media–driven behavior: Shopping is never just shoppin, it's "discovering, sharing, recommending", forming a self-reinforcing cycle.

Even more importantly, their decisions are made long before they arrive overseas.

Where do Chinese tourists look for information?

If you think they rely on Google Maps, Instagram, or TripAdvisor, think again. The real decision-making happens on Chinese platforms:

• RedNote: The go-to app for must-visit spots, beauty product rankings, and shopping lists.

• Douyin (TikTok China): Short videos and livestreams create immersive inspiration and instant desire.

• WeChat: Essential during the trip itself for customer service, brand engagement, and private community touchpoints.

In fact, over 70% of Chinese tourists complete their destination research and shopping lists on Xiaohongshu and Douyin before departure. If your brand isn't visible there, you're effectively invisible to them.

The pain point: International brands are missing in action

Many overseas brands enjoy strong recognition in their home markets, but remain nearly invisible to Chinese travelers. Why?

• No Chinese-language content: Tourists can't find reviews, recommendations, or authentic experiences.

• Lack of Chinese KOL endorsements: Without local influencers, it's hard to build credibility and trust.

• Misaligned advertising: Brands keep spending on Facebook/Instagram, where Chinese travelers simply aren't active.

The result? Even great products get overlooked in favor of competitors with stronger local visibility.

Get onto tourists' travel checklist early

To truly capture Chinese tourists, your brand must establish presence before they even board a plane:

• Content on Xiaohongshu: Real user notes and KOL reviews that rank in search results.

• Partnerships with Douyin creators: Immersive video and livestream experiences that drive immediate interest.

• WeChat engagement: Extend the brand journey during travel through customer support, promotions, and private communities.

This strategy not only drives immediate purchases abroad, but also creates lasting brand loyalty.

Making Your Brand Visible to Chinese Travelers

At Savor Multimedia, we specialize in helping international brands:

• Develop social media strategies targeting Chinese tourists

• Build impactful and authentic KOL collaborations

• Execute advertising campaigns that reach the right audience at the right time

Chinese tourists are reshaping global markets with their wallets. When they plan, research, and create their shopping lists—will your brand be on their radar?

📩 Get in touch with Savor Multimedia to ensure your brand becomes a must-visit choice for the next wave of Chinese outbound travelers.