China Inbound Tourism Snapshot - Growth Market

China’s FIT market boomed in 2017-2018. From a market of 70% group tour/ 30% FIT in 2015-2016, the Chinese market now is approaching 58% FIT/ 42% group tour in 2017-2018. 47% of Chinese outbound travelers are born post 1980s/90s and their travel behaviors and habits have changed dramatically in recent years. Specifically, language barriers are becoming less frequent as many Chinese are now English speaking. In addition, the Chinese consumers motivations have shifted from being primarily shopping focused to truly interested in “experiencing” destinations which has created demand for customized products/itineraries.


East West Marketing Corporation – Daniel Shen, President

Beiging: Room 1513, Xinhua Science and Technology Mansion
No. 8 Tuofangying South Rd
Chaoyang District, Beijing 100016

East West Marketing Corporation is a full-service representation company with nearly 18 years of experience promotion 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, Taipei, India, and Los Angeles.

Daniel Shen, Managing Director – [email protected]                 
Alina Xiang, President and CEO – [email protected]
Laura Li, General Manager - [email protected]
Renee Zhang, Account Manager - [email protected]
Sunny Sun, PR Manager - [email protected]



Visits to the Travel South region 2010 - 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.