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#22 China Tourism and Travel Industry Advertising Qualification Details

In today’s booming global tourism and travel industry, for overseas brands, entering the Chinese market, which is full of opportunities and challenges, means not only bringing unique travel experiences and high-quality services but also following and deeply understanding the industry’s advertising and marketing standards. This guide aims to provide a detailed set of advertising qualification details for overseas brands looking to expand into the Chinese tourism market.

In today’s booming global tourism and travel industry, for overseas brands, entering the Chinese market, which is full of opportunities and challenges, means not only bringing unique travel experiences and high-quality services but also following and deeply understanding the industry’s advertising and marketing standards. This guide aims to provide a detailed set of advertising qualification details for overseas brands looking to expand into the Chinese tourism market.

Tourism Bureau – Overseas

Industry Description

Tourism administrative units or tourism management departments outside mainland China.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Tourism Bureau – Domestic

Industry Description

Administrative units of tourism in various provinces, cities, and autonomous regions within mainland China.

Industry Qualifications

“Unified Social Credit Code Certificate”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Hotels – Domestic

Industry Description

Commercial places within mainland China that provide accommodation and meals for travelers.

Industry Qualifications

“Special Industry License

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

Yes, a “Individual Business License” is required.

Hotels – Overseas

Industry Description

Commercial places outside mainland China that provide accommodation and meals for travelers.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Car Rental Services – Overseas

Industry Description

Business entities providing vehicle rental services (without drivers) at locations outside mainland China.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Car Rental Services – Domestic

Industry Description

Business entities providing vehicle rental services (without drivers) at locations within mainland China.

Industry Qualifications

None

Business Scope Qualifications

For car rental services in Shanxi Province, Jiangsu Province, Fujian Province, and Shijiazhuang City, a “Car Rental Business License” is required.

For car rental services in Beijing City, Zhejiang Province, and Xinjiang Uyghur Autonomous Region, a “Car Rental Business Record Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Railway Transport

Industry Description

Business entities providing inter-city railway passenger transport services, including high-speed rail transport, inter-city rail transport, urban underground rail transport, and regular railway passenger transport, including their own ticket sales.

Industry Qualifications

“Railway Transport License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Road Transport

Industry Description

Business entities providing passenger transport services on all roads, including their own ticketing services.

Industry Qualifications

“Road Transport Operating License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Water Transport

Industry Description

Business entities providing various water transport services primarily for passenger transport, which can be divided into maritime passenger transport, inland river passenger transport, and passenger ferry transport, including their own ticket sales.

Industry Qualifications

Domestic Waterway Transport Business License” or a license certificate stamped by the relevant local transportation department.

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Passenger Air Transport

Industry Description

Business entities providing air transport services primarily for passenger transport, covering their own ticketing activities.

Industry Qualifications

“Public Air Transport Enterprise Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Service Platforms

Industry Description

Online platforms providing various urban car travel services (such as quick rides, exclusive rides, carpooling, and driving services) and shared bicycle travel services (excluding car manufacturer-operated travel platforms, such as T3 Travel).

Industry Qualifications

“Network Car Booking Business License”

Record certificate of internet information services from the provincial communication authority.

Business Scope Qualifications

For taxi services, a “Road Transport Business License” or “Taxi Business Qualification Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Information and Ticket Reservation Platforms

Industry Description

Online comprehensive platforms providing various railway, road, ferry, and air travel-related services, including metro ticketing and ride code tools.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Mainly includes Tencent News, Tencent Video, Q-series traffic, WeChat traffic, Youliang Hui, etc., with specific traffic available subject to actual advertising placement.

Personal Account Opening

No

OTA Platforms

Industry Description

Business entities operating online comprehensive travel reservation platforms and travel information, strategy content platforms.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Camping Services

Industry Description

Business entities providing camping facilities (such as tents and other equipment) and camping site services.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Information and Ticket Reservation Platforms

Industry Description

Online comprehensive platforms providing various railway, road, ferry, and air travel-related services, including metro ticketing and ride code tools.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Mainly includes Tencent News, Tencent Video, Q-series traffic, WeChat traffic, Youliang Hui, etc., with specific traffic available subject to actual advertising placement.

Personal Account Opening

No

OTA Platforms

Industry Description

Business entities operating online comprehensive travel reservation platforms and travel information, strategy content platforms.

Industry Qualifications

“Value-added Telecommunications Business License” (B25 Internet Information Service Business)

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Camping Services

Industry Description

Business entities providing camping facilities (such as tents and other equipment) and camping site services.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Countryside Tours and Cultural Towns

Industry Description

Business entities that develop tourism services around the geographical culture and industrial resources of rural areas or characteristic towns.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Resort Areas

Industry Description

Operators of comprehensive tourist areas that integrate rest, play, and entertainment, as well as related ticket service providers.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For hotel accommodations, a “Special Industry License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Theme Parks

Industry Description

Providers of tourism services and related ticket services that offer a tourism experience dominated by a theme, along with different landscapes and facilities.

Industry Qualifications

None

Business Scope Qualifications

For domestic entertainment venues, an “Entertainment Business License” is required.

For hotel accommodations, a “Special Industry License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Zoos and Botanical Gardens

Industry Description

Operators of places that are open to the public for the exhibition of wild animals and plants, as well as providers of ticketing services.

Industry Qualifications

None

Business Scope Qualifications

For domestic scenic spots, scenic area level certification is required.

For domestic entertainment venues, an “Entertainment Business License” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Overseas Scenic Spots

Industry Description

Operators of scenic spots and related ticket service providers outside mainland China, such as natural and cultural scenic areas, cultural heritage sites, etc.

Industry Qualifications

None

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Study Tours and Sightseeing Activities

Industry Description

Business entities that provide sightseeing activities that combine play and learning mainly for school students.

Industry Qualifications

“Travel Agency Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Cruise Ships

Industry Description

Business entities that provide cruise ships for entertainment sailing, which generally combine transportation, accommodation, restaurants, and entertainment.

Industry Qualifications

“Waterway Transport License”

Business Scope Qualifications

For international shipping services, an “International Shipping Business License” or “International Liner Transport Qualification Registration Certificate” is required.

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

Travel Agencies

Industry Description

Business entities that provide services such as handling entry and exit and visa procedures for tourists, soliciting and receiving tourists, and arranging accommodation and meals for tourists.

Industry Qualifications

“Travel Agency Business License”

Business Scope Qualifications

For cooperation with third parties or promotion of products not owned by the account-opening company, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.

Ads Spaces in Tencent Ecosystem

Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, Tencent Music.

Personal Account Opening

No

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