With the improvement of family economic conditions and changes in population structure，China is increasingly showing its strong strength as a source of outbound tourists。

Data display from the National Tourism Administration，The number of Chinese outbound tourists increased by 19% year-on-year in 2014.5%，Reached 1.0.9 billion。

A recent survey by InterContinental Hotels Group (IHG) shows that，Due to the increase in average income level，The middle class has become the main force in China’s outbound tourism。Reported，Annual income is 3.The number of Chinese households with more than US$50,000 increased from 6 million in 2003 to 27 million in 2013。Estimated to 2016，Shanghai’s GDP level will catch up with Boston、Philadelphia and San Francisco。

It’s no wonder that tourism bureaus all over the country—including destinations far away from China—don’t want to miss such a good opportunity。

Take Los Angeles as an example，The city received more than 6.5 million international tourists in 2014，700,000 of them are from China。2013，570,000 Chinese travelers visited Los Angeles。China is Los Angeles’ largest source of tourists，Estimated，Chinese tourists spent more than $1.1 billion in Los Angeles in 2014 alone。

Los Angeles Tourism & Convention Board，LATCB for short) Chief Representative of China Region Chang Hong said: “China is our extremely 188bet online sports betting important source market。”

Of course，Destinations with fewer entry restrictions are more popular among Chinese tourists，For example, countries with relatively loose visa policies。

Chang Hongzhi，With the introduction of the new ten-year round-trip visa policy in the United States and the opening of more air routes between China and Los Angeles，The number of Chinese tourists visiting Los Angeles is expected to achieve double-digit growth in 2015。

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The tourism bureau is actively using digital marketing to attract Chinese tourists to recommended destinations。

Of course，Airline service is the main influencing factor，But this does not mean that investing in digital marketing is unnecessary。

Zhigang Cao, co-founder and CEO of digital marketing company Dragon Trail Interactive, said: “Destination marketing requires a thorough understanding of routes、Assessed by specific factors such as tourist type。Of course，As far as China is concerned，Outbound travelers mainly come from first-tier cities，dan 2、Third-tier cities should not be ignored either，Many first-time travelers traveling abroad come from these places。”He thinks，In addition to promoting long-distance travel to tourists with more financial resources，Also consider the mass travelers who travel frequently from different source markets。

Adapt measures to local conditions

The Los Angeles Tourism Bureau has set up offices in Beijing and Shanghai to fully grasp and exploit China’s market opportunities。Chang Hong said: "It is completely different from other target markets，We operate an independent official website in China。Our website helloLA.cn is specially built and operated for the Chinese market，All social media accounts are only for Chinese tourists。Why we do this，Because China is the main target market for our digital marketing promotion。”

She said，Unlike many other markets，China’s consumers are mobile-first。For this feature，The Los Angeles Tourism Bureau 188bet sports betting app download team created a personalized mobile experience specifically for Chinese consumers。“We have also established a strong presence on Weibo (with 1.5 million followers) and WeChat，Because we understand the importance of communicating directly with consumers。”

Chang Hong said: “The most important thing is to provide travelers with relevant information、Attractive content。There are many fun places in Los Angeles，But the most famous is Hollywood。We will try our best to recommend the most valuable attractions in Los Angeles to travelers。”Los Angeles Tourism Bureau focuses on making relevant、Valuable content，Hollywood is a good example。In the process of promotion，The tourism bureau will highlight to tourists the places where movies are often filmed and celebrities frequent。

The Los Angeles Tourism Bureau often uses representative theme marketing to attract attention。For example，To promote helloLA.cn website，The Tourism Bureau has produced a small interactive website that allows users to shoot basketball online，Winner gets tickets to Lakers exhibition game。The more points the user gets，The more likely you are to win prizes。Nearly 10,000 people participated in this event，Several winners later shared their experiences of the event on social networking sites。Also，Los Angeles Mayor Eric Michael Garcetti visited many cities in China late last year。In the meantime，The mayor participated in the online Q&A session hosted by the Tourism Bureau on Weibo and WeChat，Netizens can ask questions related to Los Angeles，And have a chance to win prizes。Chang Hong said that the activity also achieved good results。

Not limited to famous attractions

Cao Zhigang thinks，It is a good idea to use well-known attractions to attract tourists in the early stage，But final destination marketing should not be limited to marketing for these well-known attractions。

He said: "There are many places that are not well-known，But it’s worth a visit。Give an example，Yukon is the smallest of the 188bet sports betting app download three Canadian territories，Located in the far west of the country。Population density is not high，It is a paradise for various outdoor sports。The key is to promote it taking into account factors such as season，Let everyone know more and more about this place。Except for seasonal factors，You still need to do some research to decide how to promote。”For example，When doing search marketing，There is no point spending money to compete with OTAs for popular keywords，It is better to work on long-tail keywords。

In Chang Hong’s opinion，Content is the foundation of the tourism bureau’s localized website，Good content should be used to inspire travelers to visit Los Angeles。She said: “We rely on Baidu’s paid click advertising to bring more consumers who like long-distance travel to Los Angeles。Via programmatic、Contextual and behavioral advertising methods，We can reach more consumers，And Ctrip、tripadvisor、Qunar and other platforms can let more travelers know about us。We have a very close cooperative relationship with Ctrip，Especially for online booking。We have also reached cooperation with airlines and travel agencies，Co-host events to increase visitor numbers and hotel bookings。”The main purpose of the Los Angeles Tourism Bureau is to attract tourists to visit Los Angeles through event promotion。In addition to increasing visibility，They also evaluate the effectiveness of their advertising campaigns through factors such as the amount of money tourists spend at the destination。

Cao Zhigang added，Emerging advertising technology has also been widely used in China’s tourism industry, Includes use of redirection technology。“I often visit the Tourism Bureau website，And when I browse other travel websites，Relevant display ads will pop up。”

Factors to consider

One of the main purposes of a destination marketing campaign is to reach new users。

Chang Hong said，Taking into account the geographical diversity and cultural diversity among different countries，Integrated marketing projects 188bet app require careful design。

“We consider the air routes between Los Angeles and various target source markets，This is why Shanghai and its surrounding areas are obviously crucial to us。But more routes will be opened between Los Angeles and China，For example, China Eastern Airlines plans to launch the Chengdu-Nanjing-Los Angeles route，Delta Airlines also plans to launch a Shanghai-Los Angeles route。A total of six airlines fly from China to Los Angeles，Includes Delta Air Lines、American Airlines、United Airlines、China Eastern Airlines、China Southern and Air China。”

Cao Zhigang thinks，The power of content cannot be ignored。In his opinion，Content marketing and mobile will be the focus of destination marketing。

Cao Zhigang said，Only display advertising and keyword marketing are not enough。In fact，Advertisers should make every penny of their investment worthwhile，The same goes for content served on different sites and apps。For example，WeChat Moments is a great place to share content and increase exposure。He also thinks，Video is a good form of content sharing。The official account of the Canadian Tourism Bureau in China has made good use of this form of promotion。“In the process of marketing and promotion，They have launched a bi-weekly video series。These videos were filmed and produced in Canada and China，With Chinese dubbing and subtitles。”Each video is about 15 to 20 minutes long，Can be viewed on major video websites in China，But mainly published on iQiyi。

Generally，Destination marketing requires a collaborative approach。The tourism bureau does not sell specific products，But give tourists a reason to go to the destination。Official website login page、Features and travel agencies on OTA may provide travel inspiration for travelers，This strengthens the connection between the destination and its partners。But in terms of the quality of the products promoted，Tourism bureaus tend to be very cautious，We will choose corresponding partners 188bet Online Sports Betting and Casino based on the characteristics of different target markets。

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