Published on
November 16, 2025
Saudi Arabia joins forces with Japan, Thailand, the UK, and Australia in a bold, unstoppable push to dominate the Chinese tourism market. These countries have come together in an unprecedented effort to capture the immense potential of Chinese travellers, a market that represents the world’s largest source of outbound tourism. With millions of Chinese tourists flocking to international destinations every year, Saudi Arabia and its allies are keen to tap into this booming market.
By uniting their efforts, they aim to craft irresistible tourism experiences tailored specifically to Chinese preferences. This collaboration is more than just a competition for tourist numbers—it’s a strategic move to position these nations as the ultimate destinations for Chinese visitors. As Saudi Arabia joins forces with Japan, Thailand, the UK, and Australia, their combined influence could reshape the global tourism landscape, ensuring they become top contenders in attracting the next wave of Chinese tourists.
Saudi Arabia’s Vision 2030: A Bold Push for Chinese Tourists
Saudi Arabia has been making bold moves to capture the attention of Chinese tourists. Under the country’s Vision 2030, the government has placed heavy emphasis on diversifying its economy, and tourism is at the forefront. In 2025, Saudi Arabia launched its campaign “Immerse Your Soul in Arabia,” which specifically targets Chinese travellers. The campaign uses cultural storytelling, highlighting the kingdom’s rich heritage, modern luxury, and unique landscapes, all designed to appeal to the tastes of Chinese tourists. The government has also streamlined the visa process for Chinese visitors, making it easier for them to visit the Kingdom.
Saudi Arabia’s tourism authorities aim to attract half a million Chinese tourists in 2025, a sharp increase from just 100,000 in 2023. The country’s strategic focus on China aligns with its broader goal to become one of the top tourist destinations in the world. The growing number of Chinese tourists is vital for the country’s plans to create a sustainable tourism economy under Vision 2030.
Japan’s Strategy: Engaging Chinese Tourists with Tailored Experiences
Japan’s approach to attracting Chinese tourists is equally sophisticated, reflecting a deeper understanding of the market. The Japan National Tourism Organization (JNTO) has designed market-specific strategies for inbound tourism, including a targeted approach for Chinese visitors. Japan’s “Inbound Marketing Strategy for FY 2023-2025” treats China as one of the most important markets for tourism. The government has invested heavily in digital marketing and social media, especially on Chinese platforms such as Weibo. Research shows a significant correlation between the number of posts by JNTO on Chinese social media and the increase in Chinese tourists visiting Japan.
Japan is also keen to not just increase the number of arrivals but also raise the quality of tourist experiences. This includes improving infrastructure, such as transportation access and commercial facilities, to meet Chinese visitors’ needs. The country’s focus on tourist consumption—meaning higher spending and longer stays—reflects a more comprehensive approach to the Chinese market. Japan’s government has successfully built a strategy that is both targeted and data-driven, ensuring that Chinese tourists feel at home while visiting Japan.
Thailand: An All-Out Campaign to Win Over Chinese Tourists
Thailand, one of the top destinations for Chinese travellers, is ramping up its efforts to increase tourism from China through a campaign dubbed “Nihao Month.” This initiative, launched in September 2025, includes tailored promotions, cultural events, and collaborations with Chinese partners. The Tourism Authority of Thailand (TAT) has focused on engaging Chinese star ambassadors and creating experiences that resonate with Chinese visitors, including exclusive offers and events around key Chinese holidays like Golden Week and Mid-Autumn Festival.
Additionally, Thailand has rolled out the Trusted Thailand certification program, which reassures Chinese tourists about the safety and quality of their experience. The program focuses on ensuring that services meet Chinese expectations, including the availability of mobile payment systems like Alipay and WeChat Pay, Chinese-language signage, and the presence of multilingual staff. The government sees Chinese tourists as vital to the recovery of Thailand’s tourism sector, and with its strong focus on service quality and cultural alignment, Thailand aims to boost its appeal to the Chinese market.
The UK’s China Welcome Strategy: Building a China-Ready Ecosystem
The UK’s approach to attracting Chinese tourists goes beyond mere advertising and embraces a comprehensive, long-term strategy. The China Welcome campaign, launched by VisitBritain, was designed to make the UK the most welcoming destination for Chinese travellers. The UK government’s efforts include the creation of a China-ready ecosystem, ensuring that businesses are trained to cater to Chinese preferences. This includes Chinese-language signage, payment methods like UnionPay, and offering services that Chinese tourists expect, such as free Wi-Fi and high-quality transport options.
The UK government also rolled out the GREAT China Welcome program, which encouraged UK businesses to embrace Chinese tourists by offering them special training and support. The initiative led to better awareness among local businesses about how to engage with Chinese visitors, which has contributed to increased satisfaction and higher spending. The campaign aimed to attract 650,000 Chinese visitors per year by 2020, a target that was supported by increased social media engagement, including partnerships with Chinese platforms like Weibo and WeChat.
Australia’s Strategic Partnerships and Strong Tourism Focus
Australia has also crafted a targeted campaign to attract Chinese visitors, primarily through its partnership with the Chinese travel giant Trip.com. In July 2025, Tourism Australia signed a Memorandum of Understanding (MoU) with Trip.com to promote Australia as a leading destination for Chinese tourists. Australia has recognised China as its largest tourism market by expenditure, with 860,000 visits and US$9.2 billion spent by Chinese tourists over a 12-month period.
Australia’s China Approved Destination Status (ADS) Scheme plays a crucial role in its efforts to attract Chinese visitors, ensuring that Australian tourism businesses meet the required standards to welcome Chinese tourists. By focusing on making the travel experience smoother, with better visa facilitation and targeted marketing, Australia aims to maintain and increase its share of the Chinese outbound tourism market.
What’s Common Among All These Campaigns?
Across all these countries, a common theme emerges: each has a data-driven, market-specific approach to engaging Chinese tourists. These nations have realised that merely attracting tourists is not enough—they must tailor their offerings to the distinct preferences of Chinese visitors. From language preferences and payment systems to cultural events and digital platforms, these countries have demonstrated a deep understanding of the Chinese market.
The key to success lies in creating a China-ready ecosystem that ensures seamless travel experiences for Chinese tourists. Countries that succeed in this space are those that view Chinese tourists not only as visitors but as valuable contributors to their local economies. These nations are embracing Chinese tourism as an essential pillar of their long-term economic strategy.
The Growing Importance of Chinese Tourism for Global Economies
As the largest source of outbound tourists globally, the Chinese market has a significant impact on the tourism industry worldwide. Countries that are investing in Chinese-specific campaigns are reaping the benefits, both in terms of increasing the number of arrivals and boosting their local economies. Tourism-related industries, such as hospitality, retail, and transportation, all see direct economic benefits from increased Chinese tourist traffic.
For example, the UK’s GREAT China Welcome program not only enhanced the experience for Chinese tourists but also provided a robust framework for local businesses to understand and cater to their needs, resulting in higher satisfaction and spending. Similarly, Saudi Arabia’s Vision 2030 plan, with its focus on Chinese tourists, is expected to significantly contribute to the country’s economic growth through tourism.
What Can Other Countries Learn from These Campaigns?
The most successful campaigns are those that go beyond advertising and focus on creating a holistic, China-tailored experience. Whether it’s offering easier visa access, investing in infrastructure, or forming partnerships with Chinese platforms, countries that succeed in attracting Chinese tourists understand that it’s all about experience and engagement.
For countries that are still figuring out how to attract Chinese tourists, taking a page out of these countries’ playbooks can offer valuable insights. Building a China-ready tourism infrastructure, understanding Chinese preferences, and creating campaigns that resonate with Chinese culture are key to success.
The Future of Chinese Tourism
Looking forward, the future of Chinese tourism is bright. As travel restrictions ease and international travel resumes post-pandemic, Chinese tourists are expected to flood global destinations. Countries that have laid the groundwork with tailored campaigns, like Saudi Arabia, Japan, Thailand, the UK, and Australia, are likely to see continued success in capturing a larger share of the market.
By learning from these campaigns and adapting to the evolving needs of Chinese travellers, countries can ensure that they remain competitive in the global tourism landscape. As the world becomes more interconnected, the Chinese tourism market will continue to play a pivotal role in shaping the future of international travel.
Chinese tourists are not just numbers—they are a force of economic growth. The countries that recognise this and invest in understanding and engaging with them on their terms will undoubtedly reap the rewards in the years to come.
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