The UK-based Dragon Trail has just released their WeChat rankings for Q2 2019 for destination marketing sites outside China targeting Chinese outbound tourists.
National tourism boards now realize the importance of WeChat for targeting Chinese tourists, with the leader being Japan’s. Dubai has been climbing up the ranks. Australia and Canada, have state and province, in addition to national accounts, and have been climbing up the ranks. The leading accounts have plenty of information about shopping, dining and experiences, since these are items of interest for Chinese travelers.
For the US, Tourism-LA is the leading account, which fits in with LA being a popular destination for Chinese travelers.
In Europe, Edinburgh, Bavaria and Geneva have popular WeChat accounts. Bordeaux, Zurich and Helsinki are climbing. Tencent, the owner of WeChat, now realizes that WeChat is an important tourism marketing tool, which is why it is promoting its own Mini Program toolset for tourism promotion, starting with Helsinki. York is a newcomer climbing up the ranks.
Cruise lines are also beginning to see Chinese tourists as an important source of business, and are creating Official Accounts to attract their interest.
The first step in creating a WeChat presence is with Official Accounts; as organizations become more acquainted with WeChat, they then start to create Mini Programs, which are a great alternative to creating value, especially when compared to traditional ad formats. This report only covered Official Accounts, and did not mention Mini Programs.
You can read the report here.