How to recruit the best opinion leaders for attracting Chinese tourists

As you may probably well, know, social media in China is booming and becoming an excellent way for companies to promote their products or their brand. Here are some figures and facts that can help you to have a better understanding of the market:

  • China is the world’s largest social network market.
  • 80% of the Chinese are using social medias
  • Weibo (very often compared to Twitter) have 500millions of subscribers, and 58 millions of daily users
  • On Weibo, brands can promote their products and services through posts, photos, video and live broadcast.
  • WeChat (often compared to What’s app) is also very popular with all the features it offers: voice messages, group talk, video call and so on…)


Then, how to increase your awareness on the Chinese social media?


Chinese tourist

One of the best solutions today will be to build an alliance with a key opinion leader. The KOL are social media influencers followed by millions of people in China. When they post something on their account, it is immediately liked by thousands and thousands of people. Then, their voices can be very powerful and seen for the brands as a manner to influence their followers. Most of the KOLs are specialized in one field, for example tourism, cosmetics or fashion…

The best platform where they can express themselves today is Weibo.

Why influencers can be important for a brand?


Chinese listen carefully to what those leaders have to say. A word and they can make or break your resort or hotel.

Tourism agencies looking for developing their branding in China should collaborate with a KOL. They have a community very helpful to target a specific community more easily.


Typically, Key Opinion Leaders will use multimedia content such as high quality pictures and videos to influence their million-sized communities

Why it can be important for the tourism industry?


There are KOL specialized in the tourism industry accustomed to give their feedbacks on places they visited or hotels they stayed at.

A good post from an influent KOL on the Chinese social network can mean for your hotel or agency a big boost in notoriety


So KOL seem useful enough for you? Take a look at those below, very effective with a very targeted community



1) Advice to travel abroad


Outbound marketer, this girl shares pictures as well as travelling tips with her 136 thousand followers. She often travels abroad and select pictures from other people on Weibo that she reposts on her wall.



Here are some of the pictures she posted on her account:

Tour eiffel


Big Ben

Lovely isn’t it ? It makes me want to go to Paris and you?

2) A piece of travel


A piece of travel

This girl is also sharing her traveling tips with more than 2, 8 millions of her followers. She is in Tibet and posts pictures of the landscape. I am pretty sure that some of her followers are going to book a trip to Tibet after viewing her posts and pictures.

Pictures of her trip to Tibet :

unnamed-8 unnamed-7


3) Travel together


This account by a boy, is followed by more than 1 million of people.

His goal? Sharing world’beauty with his followers. Given the pictures he took, I would give him more than a pass. What about you?

travel together





4) North sea tourism


The aim of this account followed by 37 thousand people is to promote the costal cities in China. Then on his page you can find beautiful pictures of beaches as well as information and tips about these places. These days, he focuses more duty free shops, and the hottest shopping spots to find around the world. Fancy some luxury shopping in Italy? Well, Chinese don’t have need to look any further.

Travel north


Duty free shop



5) Complete travel


“Travel is an attitude…. I used the camera to record life bit by bit”. Should you be more of a romantic and poetic soul, you might appreciate the eerie ambiance of this Weibo, very different from the one mentioned above.

High quality pictures and magic places are its area of focus. This is something his 220000 followers seem to enjoy very much! What about you?






What about using celebrities for your marketing strategy?


KOL VS kol ?

Much has been said about the almighty KOL and their millions of followers. I am not just talking about a “few” millions here but “many” millions follows or officially, often self-proclaimed KOL. Sure they undeniably a great influence, but at what cost?

Yaochen, with 77 million followers on Weibo went to New Zealand for her marriage. Not long after this, there has been an increase in inbound Chinese tourist in New Zealand. This is a seemingly good thing for New Zealand tourism.


Now, let’s be realistic, not just anybody can afford a Yaochen or any other “official KOL”. No one but the biggest tourism companies can do it anyway.

As a tourism agency or an hotel, you may want to bet on those mentioned above or others (take a look at that one as well (Travel Queen ).

These, called 达人 (Da Ren )are specialized and passionate. They won’t ask as much as classic KOL will ask (5 stars hotels, Business class flights…) and will take a real interest in what you do.


One or the other, they can be used the same way: inviting them at private events, be your company ambassador, posting content about your destinations and so on…





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