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WeChat eyes global travel content for its Chinese users

SHANGHAI, CHINA – WeChat today showcased its CityExperience Mini Program in partnership with Tourism Australia, Visit Britain and Dubai Tourism, aiming to enhance the overseas travel experience of WeChat users, while offering an interactive platform for the global tourism industry to better connect with Chinese travellers.

The number of Chinese outbound tourists is expected to double from 2016 to 2022, representing significant opportunities for the global travel industry. WeChat CityExperience is an effective platform for tourism boards, local attractions and merchants to address the growth and demands of travellers from China, leveraging the WeChat ecosystem.

The tourism boards of Dubai, London and Sydney developed digital guide maps via WeChat CityExperience Mini Program to help Chinese outbound tourists navigate the cities and learn about their cultures and histories from official sources of information, all from the convenience of a smartphone and the WeChat app. The programs were presented at the ‘WeChat Mini Program CityExperience Showcase’ event in Shanghai.

Apart from informative text and maps, travellers can also explore different attractions, shops and restaurants through photos and audio guides, making it a truly immersive experience. CityExperience is also useful for itinerary planning, with suggested durations for each attraction, useful information such as addresses, contact numbers and sample itineraries. Whether they wish to take a stroll at the British Museum, climb the Sydney Harbour Bridge for a breathtaking view, go on adrenaline-packed rides at the latest Dubai Parks and Resorts or simply enjoy a great meal, WeChat CityExperience is the perfect tool for Chinese travellers.

Andrew Hogg, Regional General Manager, North Asia, Tourism Australia, said, “WeChat is a leading social mobile app in China. For Tourism Australia, it is great to partner with WeChat in the CityExperience Mini Program, to deliver relevant destination information on demand to high value Chinese FIT travelers.”

Hoor Alkhaja, Senior Manager, Asia Pacific, International Operations, Dubai Tourism, said, “The team and I are pleased that Dubai is one of the first three cities to be featured as part of this exciting new venture, because the ‘Experience Dubai’ program is good news for Chinese travellers as it will make discovering Dubai and getting the most out of your Dubai trip easier than ever.”

Travis Qian, VisitBritain’s Interim Director China and North East Asia, said, “VisitBritain is proud to partner with WeChat to promote the fantastic experiences that visitors can only get in London, from the British Museum, Selfridges to the Shard, from Warner Bros. Studio Tour, SOHO Theatre to The Sketch. We will continue to work with WeChat to introduce the very best visitor experiences from England, Scotland and Wales throughout all seasons, and to extend the best welcome from Europe. China is the world’s most valuable outbound market. This partnership will see VisitBritain

amplify its marketing reach in China, inspiring more visitors to book a trip to Britain right now.”

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