China continues to lead in outbound tourism spending. Chinese tourists made a total of 130 million trips overseas in 2017 and spent a total of US$115 billion while travelling, according to a report by China Tourism Academy and online travel agency, Ctrip.
While Changi Airport Group (CAG) has a Chinese geotargeted website, as well as social platforms familiar to the Chinese, such as Weibo and WeChat, it became increasingly obvious that the clear mode of engagement for the Chinese traveller is the iconic and ubiquitous WeChat.
To the world outside of China, WeChat is best described as a super app which does so much more than its original messaging function. Users love it for its multifunctionality as a messaging, social media, and mobile payment app. You can pay for taxis or food delivery, transfer money to friends, book a spa session, sign up for gym membership, and even search for product or service information and reviews.
Changi’s official WeChat account was launched in 2014 to connect with Chinese travellers. Through the sharing of content and key information about Changi Airport, the account attracted a sizeable follower base right from the start. Engagement and interaction from the Chinese-speaking audience was very encouraging, with our follower base growing at least 50% each year.