Innovative practices in tourism promotion and marketing in China

The session will analyze the dynamics and digital tools for promotion, consideration and conversion to sales in the Chinese digital environment related to tourism. Different and innovative formulas will be explained, ranging from the awareness phase, such as live programs through social media applications; to consideration, with the characteristics of Chinese influencers; the sale itself, such as live auctions; or the online accompaniment of the OTAs client during the destination experience. The advanced segmentation in this market will be analyzed, differentiating profiles, ages and niches, as well as the dynamics of transformation of collaborative platforms towards hybrid agencies or marketers. With the aim of gaining a deeper understanding of this market among the Spanish sector, four experts will draw a map of the online tourism product sales sector in China, describing its dynamics and its impact on the shopping and tourist experience.