Last week, YOYI TECH’s international business division marked a milestone with its inaugural overseas webinar, “Reimagining Travel Advertising in China: Trends and Strategies for 2025.” The event brought together three industry leaders—George Cao (Co-founder and CEO of Dragon Trail International), Andy Sun (General Manager of Inbound and Outbound Advertising at iQIYI), and Andy Huang (Managing Director of International Business at YOYI TECH)—to dissect the evolving landscape of China’s travel market. Nearly 100 attendees from Southeast Asia, Australia, the Middle East, Europe, and beyond joined the session, reflecting the global interest in engaging Chinese travelers.
Reaching Chinese Travelers Through Digital Innovation and Social Engagement
George Cao, a leading expert from Dragon Trail International, kicked off the session with an insightful presentation on how digital innovation and social engagement are reshaping the way brands connect with Chinese travelers.
Cao highlighted the uneven recovery of China’s outbound tourism. While domestic travel has surged past pre-pandemic levels, outbound travel remains at 60% of 2019 capacity with 5.2% yoy growth, which indicates robusted potential. He emphasized three critical trends:
- Fragmented Demand: Post-pandemic travelers prioritize personalized, niche experiences over generic sightseeing. Family travel and cultural immersion now dominate, driven by pandemic-era behavioral shifts.
- Decentralized Content Creation: Short-video platforms like Xiaohongshu and Douyin are reshaping inspiration-to-booking journeys. User-generated content (UGC) and influencers now rival branded content in influencing decisions.
- ROI-Driven Campaigns: Brands increasingly demand measurable conversions, not just exposure. George advocated for ecosystem partnerships (e.g., combining Xiaohongshu with Fliggy) to bridge awareness and bookings, while stressing the need for new metrics to track preference and intent.
He concluded by urging brands to adopt a multi-channel approach, combining social media, search engines, and e-commerce platforms to create a seamless customer journey.
Watch the Replay for more insights!
Unlocking the Tourism Market with Video Content
Andy Sun from iQIYI took the stage next, focusing on the power of video content in unlocking the tourism market. He spotlighted iQIYI’s role as China’s leading OTT platform, leveraging its 520 million users to drive destination marketing. Key strategies included:
- Content-Driven Conversions: Original dramas like My Altay (which boosted Xinjiang tourism by 75%) and music shows like Asian Voice (a cross-border cruise competition) demonstrate how IP storytelling fuels travel interest.
- AI-Powered Targeting: iQIYI’s partnership with Baidu enables intent-based ads. For instance, users searching “Dubai weather” receive tailored travel ads, enhancing relevance and conversion.
- Cultural Integration: Case studies like Singapore Tourism Board’s seamless ad placements in iQIYI’s Rap of China illustrated how blending entertainment with destination promotion drives engagement.
These campaigns leveraged emotional storytelling, user-generated content, and real-time interactions to capture the attention of potential travelers. Sun explained that video content, especially short-form videos, has become a dominant medium for storytelling, allowing brands to convey the essence of a destination in a visually engaging way.
Watch the Replay for more insights!
Harnessing Data-Driven Advertising for Precision Travel Campaigns
Andy Ng from YOYI TECH rounded out the presentations with a deep dive into the role of data-driven advertising in crafting precision travel campaigns. Ng emphasized that in today’s digital landscape, data is the cornerstone of effective marketing strategies. He revealed that 68% of travelers research destinations via Taobao/JD.com activity, such as browsing luggage brands or international SIM cards, creating a “digital intent trail” for targeting. Then he detailed YOYI TECH’s AI-driven approach to precision targeting:
- 360-Degree Data Integration: Aggregating airline, OTA, social media, ecommerce, and telecom data enables hyper-targeting of high-intent travelers. For example, users searching “Malaysia SIM cards” on Taobao are flagged for retargeting.
- AI Grading & Expansion: A proprietary model scores users intent considering their user personas and behaviors then applies lookalike modeling to amplify reach.
- Cross-Screen Engagement: Connected TV (CTV) and digital out-of-home (DOOH) ads, such as airport gate targeting, deliver immersive storytelling.
- Dynamic Creative Optimization: AI-generated ads adapt visuals and messaging in real-time, boosting relevance and reduce costs.
Ng’s presentation underscored the need for brands to move beyond traditional advertising methods and embrace a data-first approach to stay competitive in the rapidly evolving tourism industry.
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Panel Discussion: Synergizing Content, Technology, and Platforms in China’s Travel Evolution
The panel discussion, moderated by YOYI TECH’s host, explored how the convergence of content, technology, and platforms is reshaping travel advertising in China. Experts emphasized the need for agility in a fragmented yet dynamic ecosystem, offering actionable insights for engaging modern travelers.
1. Cross-Platform Integration: AI as the Connective Thread
Andy Ng (YOYI TECH) opened by underscoring the transformative role of AI in unifying traveler journeys. He described how platforms like Xiaohongshu and Douyin act as discovery hubs, where user-generated content sparks initial interest. AI then analyzes user behavior—such as search history and engagement patterns—to deliver hyper-personalized recommendations.
2. iQIYI’s Role: Bridging Long-Form Storytelling and Instant Engagement
Andy Sun (iQIYI) highlighted the platform’s dual strength in immersive storytelling and cross-platform synergy. As China’s leading OTT provider, iQIYI leverages original dramas and variety shows to embed destinations into viewers’ imaginations. These long-form narratives, he explained, spark curiosity that extends beyond the screen, driving social media discussions and search activity. Sun emphasized collaborations with short-form platforms like Douyin, where livestreams and challenges convert viewers into instant bookers. “Our content doesn’t just entertain—it ignites conversations that ripple across ecosystems,” he said.
3. Navigating Fragmentation: Opportunities for Niche and Established Players
George Cao (Dragon Trail International) addressed the polarized recovery of China’s travel market. While large destinations face rising costs in a fragmented media landscape, smaller players can thrive by targeting niche audiences with highly focused content. He cited the “collapse” of traditional planning stages, where platforms like Douyin merge discovery and booking into a single act—such as purchasing vouchers during a livestream. “These moments reveal true consumer intent,” Cao explained, “offering brands a chance to retarget high-potential travelers.”
4. Generational Shifts: Gen Z’s Social-First Mindset
The discussion turned to generational divides in content consumption. While older travelers still engage with traditional platforms, Gen Z’s decisions are heavily influenced by short-form videos and peer-generated content. Cao pointed to viral destinations like Harbin and Zibo, where grassroots UGC campaigns propelled obscure locales into national trends. “Young travelers don’t just seek destinations—they seek shareable moments,” he remarked, urging marketers to optimize for “social search” via keywords and hashtags.
The panel closed with a consensus: success hinges on balancing scalability with hyper-relevance. Brands must leverage AI for personalized journeys, embrace hybrid content strategies, and empower niche markets through micro-influencers. As Cao summarized, “In China’s fragmented landscape, the winners will be those who turn decentralization into precision—meeting travelers where they are, not where we wish them to be.”
Watch the Replay for more insights!
Q&A Highlights: Navigating Challenges & Strategies in China’s Travel Marketing
1. Empowering Small Businesses: George Cao’s Strategic Focus
Audience Question: “How can small travel businesses with limited budgets effectively leverage platforms like WeChat and Xiaohongshu?”
George Cao highlighted the unique opportunities in China’s fragmented digital ecosystem for niche players. He advised businesses to prioritize platform specificity over broad campaigns. “Start with Xiaohongshu—its community-driven nature rewards authenticity and visually compelling storytelling,” he noted. By collaborating with micro-influencers who resonate deeply with specific destinations, smaller brands can cultivate trust without the need for high-profile endorsements. Additionally, Cao emphasized the power of user-generated content (UGC). Encouraging travelers to share their experiences through hashtags or interactive campaigns can amplify organic reach, turning guests into brand advocates.
2. iQIYI’s Content Differentiation: Andy Sun’s Collaborative Vision
Audience Question: “How does iQIYI carve a niche in an era dominated by short-form video platforms like Douyin?”
Andy Sun positioned iQIYI as a bridge between depth and immediacy. While short-form platforms excel in quick engagement, iQIYI’s strength lies in immersive, long-form narratives that build emotional connections with destinations. “Dramas and variety shows allow viewers to ‘live’ within a location, sparking curiosity that transcends fleeting trends,” he explained. To stay competitive, iQIYI embraces a hybrid approach, integrating its long-form IP with short-form collaborations and livestream commerce. This strategy not only extends content lifespan but also creates seamless pathways from inspiration to booking, such as embedding travel offers within popular shows.
3. Future-Proofing Global Campaigns: Andy Ng’s Adaptive Framework
Audience Question: “What challenges will international brands face in 2025, and how can they adapt?”
Andy Ng outlined a shifting landscape where personalization, cultural nuance, and data ethics take center stage. He stressed that generic campaigns will falter as travelers increasingly seek tailored experiences. Additionally, Ng highlighted the rise of “social search,” where platforms like Xiaohongshu and Douyin replace traditional engines for discovery. Brands must optimize content for these ecosystems, blending storytelling with searchable keywords. On data privacy, he advocated for ethical AI solutions that balance targeting precision with user trust, such as anonymized audience modeling.
The webinar concluded with a summary of the key takeaways: the critical role of digital innovation, the power of video content, and the necessity of data-driven strategies in reaching Chinese travelers. The speakers agreed that the future of tourism advertising lies in creating personalized, culturally relevant, and immersive experiences that resonate with today’s tech-savvy travelers.
YOYI TECH’s first overseas webinar not only provided valuable insights for brands looking to tap into the Chinese tourism market but also showcased the company’s commitment to fostering global dialogue and collaboration in the digital advertising space. As the industry continues to evolve, events like this will play a crucial role in helping brands navigate the complexities of the digital age and stay ahead of the curve.
Stay tuned for more thought-provoking webinars from YOYI TECH as we continue to explore the latest trends and strategies in digital advertising.
Source of featured image: Photo by Drif Riadh on Unsplash