Chinese tourists have experienced a spectacular rise since 2000. Only 9% of Chinese have passports but there were 12.5 million Chinese tourists in Europe in 2017, with 1.3 million visiting Italy. Chinese travelers have their own digital ecosystem for language, visibility, payments and loyalty programs. WeChat has been the dominant app for Chinese travelers but is losing some audience to video platforms like Tik Tok. WeChat Mini Programs are becoming more important and are taking audience from official WeChat accounts. WeChat City Experiences are example Mini Programs that provide point of interest information, audio guides, booking and offers for major European cities to Chinese travelers on WeChat.

1. SMART CHINA

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

4. 4
Video : https://lc.cx/f6UN

5. 5

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