2. SOME FIGURES
Chinese tourists from 2000
Spectacular rise from 2000 till now
Only 9% of chinese have a passport
12,5 M chinese in Europe in 2017
1,3 M in Italy
More and more individuals, driving the growth
Chinese are the highest spender customers in
Europe
3. CHINESE TRAVELLERS HAVE THEIR OWN DIGITAL ECOSYSTEM
1. Language
2. Visibility
3. Payments
4. Loyalty
Different
behaviours
Activities at
destination
Issues
6. WECHAT USER EXPERIENCE
2017 the « super app » to attract chinese… But the use is changing!
Opening of « oversea » accounts
The unique media to attract chinese consumers
WeChat Pay available in Europe
10 000 000 official WeChat accounts
Video Platforms (Tik tok, Weishi…) take audience from WeChat
accounts
Official accounts on WeChat are losing audience (-30%), less
publications
Mini programs have more and more importance in WeChat and
take the audience from the official accounts with services
7. WECHAT MINI PROGRAMS
Mini App / Mini Programs WeChat:
⮚ WeChat Mini Programs were created in 2017
⮚ WeChat developed, as proof of concept, some Mini Programs dedicated to tourism, in
December 2017, called WeChat City Experiences
The values of the Mini App:
⮚ POIs are splitted into 3 categories (shopping / tourism / hospitality)
⮚ For each POI the user will see visuals and description. We can also add audio guides.
⮚ Each POI can redirect to a booking platform
⮚ Each POI is able to display offers and coupons
⮚ The Mini App can be linked to an existing WeChat Account
8. WECHAT TRAVEL EXPERIENCE
All major european cities in the mini
program
Shopping, Tourism, Hospitality User can check and save coupons and
reductions