China Market Overview

China Inbound Tourism Snapshot - Growth Market

China represents the #1 fastest growing market for the USA. It is one with high potential and low awareness for southern destinations.

China presents a sticky challenge for U.S. travel suppliers, DMOs, and receptive tour operators, even as it adds another 2.5 million visitors a year to its total Visit USA traffic in the next five years. Unlike other inbound source markets that took decades to mature, the system in China is supported, to a substantial degree, by government pronouncements and bilateral agreements. In 2015, the U.S. and Chinese governments extension of visa lengths from one year to ten years created huge interest for MICE product to the U.S. and, earlier this year, Chinese president Xi designated 2016 “The Year of Chinese American Tourism.” On the receiving end another challenge has emerged - the inadequate supply of trained and certified Mandarin-speaking tour guides and personnel in the United States. The good news is that, even if the challenges of a doubling of the market are not adequately addressed, more parts of the U.S. stand to benefit over the next five years from a population that is already shifting away from group tours to FIT trips as more and more opt for self-drive product and exploration of non- gateway, second-tier destinations via America’s highways and byways.*
*SOURCE: 2016 Inbound International Source Markets, Tom Berrigan


East West Marketing Corporation – Daniel Shen, President

East West Marketing Corporation is a full-service representation company with nearly 18 years of experience promotin U.S. tourism in the Chinese market. They have established an extensive network with industry partners both in the U.S. and China, offering strategy and consulting for market entry, trade relationships, training and seminars as well as media relations and advertising support. In the past 18 years we have represented U.S. tourism companies in China including San Diego Tourism Authority, US Travel Association, Best Western Global Marketing Group, Texas Office of Economic Development, Visit Seattle, Explore Minnesota, Shop America Alliance, just to name a few. East West Marketing Corporation maintains offices in Beijing, Shanghai, Guangzhou, and Taipei, as well as in Los Angeles.

Daniel Shen, Managing Director – [email protected]                 
Alina Xiang, President and CEO – [email protected]
Alexa Xian, Account Director/GM – [email protected]           
Sean Zhoa, Account Manager – [email protected]



Visits to the Travel South region 2012 - 2020(f)



Travel South USA has a year-round investment in research and travel trade strategies, along with earned, owned, and paid media to amplify our efforts in-market.

Commissioned research, along with monthly trend reports and a comprehensive tour operator analysis, is provided to state tourism offices participating in the Global Partner Program.

Travel trade strategies and tactics include sales missions, trade shows, workshops/regional training/road shows, cooperative event marketing with Brand USA, and recruitment of tour operators to Travel South USA International Showcase & Super FAM Tours.