A growing demographic of free and independent Chinese travelers are hungry for fresh, new destinations. But as digital and travel trends change and economic tensions rise worldwide, Chinese visitation is seeing double digit declines.
The US remains the top long-haul destination for China’s largest national holiday and outbound travel window, Golden Week - and San Francisco is a huge draw for an emerging group of young, digital-forward FIT travelers.
As the first of its kind in DMO marketing, SFTA created the Golden Week campaign, partnering with United Airlines, SFO, Napa Valley and Concord to position San Francisco as not only the top destination for Golden Week travel, but also as the best place to start and end the ultimate NorCal road trip. SFTA launched an integrated, innovative social campaign on apps Chinese FIT travelers love and use daily, each with its own unique features and advantages. Travelers were inspired to book trips on China’s premier online travel site, Ctrip. The campaign didn’t just reawaken Chinese travelers’ desires to visit San Francisco, it showed that social media savvy and creative campaigns are the key to engaging with China’s digital-forward FIT travelers, all while yielding big results.
Ranked Douyin’s #1 Travel influencer, Kiki Fang was the inspirational star of our four-part travel vlog series featuring branded experiences that captured San Francisco’s distinct charm.
Kiki shared her personal wisdom with viewers and invited them not only to see San Francisco and its surrounding destinations in a new light, but to step back and take in the experience of travel itself.
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I love this so much
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Freedom, beer, sunshine, what a life!
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I wish I had more time to explore the Airport!
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Checking in, cute!
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Kiki makes this looks awesome, I have to reserve my seat immediately!
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