Many destinations from all corners of the globe are trying to reach Chinese travelers with ad and marketing messages as nearly 140 million Chinese traveled internationally last year.
The challenge in spreading those messages in China is making them stand out from competitors on platforms such as WeChat, the largest messaging and digital commerce mobile app in China.
Roger Qiu, Ctrip’s general manager of destination marketing for Europe, the Middle East, and Africa, said that many European destinations, which have experienced steep growth in Chinese arrivals in recent years, are having a difficult time differentiating themselves in photos and videos, for example, on WeChat.
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