Chinese tourists make more than 100 million overseas trips a year, but marketing to this lucrative group starts long before they leave China. Clever brands are engaing sophisticated activations through popular social app WeChat in the average four to six-week research period prior to travel and then retargeting travellers once they arrive at their international destination. Marketing to this unique consumer group is not new - but the changing characteristics of the Chinese traveller is. It is now essential that a marketing plan incorporates a personalised digital strategy customised to the young, digitally savvy and independent Chinese traveller. Find out more.