Want to market to Chinese tourists? Go digital, mobile, social, says airline exec

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Published on July 7, 2018

China is the world’s largest outbound tourism market and offers a lot of opportunities for destinations like Cebu and the Philippines, said AirAsia China, North Asia President Kathleen Tan.

To engage with Chinese tourists, however, brands have to go digital, especially mobile, Tan said.

“What’s happening is that if you look at China they now have 1 billion smartphone users, it’s a cashless country right now. Everyone pays using the mobile,” Tan said during an interview held at the launch of AirAsia’s daily Cebu-Shanghai flights.

AirAsia China Kathleen Tan
AIRASIA China, North Asia President Kathleen Tan with AirAsia Philippines CEO Dexter Comendador.


Tan said “social media is a must-have channel today” for brands.

“AirAsia is a very big brand in China because we started before anyone. We were the first low cost airline-we put the low cost concept into China. When we started no one has heard of the AirAsia brand, no one has heard what is the low cost concept,” she said. “So we spent a lot of years educating young Chinese and it is now a brand that when you search on Baidu, AirAsia is a brand name that pops out.”

Tan said this is important because young independent Chinese travelers comprise a huge market.

AirAsia China Kathleen Tan
MUST-HAVE CHANNEL. AirAsia China, North Asia President Kathleen Tan says social media is a must-have channel today for brands.

By Max Limpag

Max Limpag is a journalist, blogger, and developer based in Cebu. He started as a reporter covering City Hall in 1996. He has written on technology for various print and digital publications since 1999 and twice won the Philippine Blog Awards for technology and sports. He co-founded the new media start-up InnoPub Media.

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