How to attract Chinese tourists to your hotel in Italy: digital marketing, content strategy and customer experience
- roccoforgione
- 3 days ago
- 8 min read
The return of Chinese tourism to Europe is opening a new phase of opportunities for the Italian tourism industry.
Over the past few years, the profile of the Chinese traveler has changed significantly: travelers are now more independent, more digital, and far more focused on the quality of the experience.
For Italian hotels and tourism operators, this represents a major opportunity. However, there is one key point to understand: it is not enough to be an attractive destination. You must be visible at the exact moment demand is created.
And today, that demand is generated almost entirely within China’s digital ecosystem.
Summary:
Chinese outbound tourism: market size and opportunities for Italy
In recent years, Chinese outbound tourism has shown strong signs of recovery, gradually returning toward pre-2020 levels.
Europe—and Italy in particular—remains one of the most desired destinations thanks to its unique combination of culture, lifestyle, shopping, and gastronomy.
At the same time, travel behavior is changing. The number of independent travelers who organize their own itineraries and directly choose hotels and experiences is growing significantly.
This shift is crucial: travel decisions are no longer driven solely by travel agencies and tour operators, but increasingly by content, reviews, and digital platforms.
The new Chinese traveler: behaviors and expectations
Today’s Chinese traveler is very different from the traveler of the past.
They are younger, more informed, and fully integrated into the digital world. Before booking a hotel, they read reviews, watch videos, compare experiences, and search for inspiration online.
They are not simply looking for a room...they are looking for an experience.
Authenticity, personalization, and service quality have become central factors in the decision-making process. At the same time, there is growing attention to design, atmosphere, and opportunities to create shareable moments.
In this environment, the real challenge is not only delivering a great experience, but communicating it effectively to Chinese audiences.
Key hospitality trends relevant for attracting Chinese tourists
The hospitality industry is rapidly evolving to meet changing consumer expectations.
One of the most visible trends is the growth of lifestyle and boutique hotels, where design, identity, and storytelling play a central role. Hotels are no longer simply places to stay—they are spaces to experience and share.
At the same time, there is increasing integration between hospitality, dining, and local experiences. Hotels capable of offering a complete destination experience are particularly appealing to Chinese travelers.
Sustainability and attention to detail are also becoming increasingly important, especially among more conscious and sophisticated consumers.
The role of digital: where demand begins
To attract Chinese tourists, it is essential to understand where demand originates.
In China, the customer journey is highly digital and develops within an ecosystem that differs significantly from Western platforms.
Platforms such as Xiaohongshu (RED) have become true travel search engines, where users discover hotels and destinations through visual content and authentic reviews.
Douyin plays a key role during the discovery phase through short videos and experiential storytelling.
WeChat, on the other hand, is fundamental for customer relationship management—from the initial inquiry to post-stay engagement.
Online Travel Agencies (OTAs) such as Trip.com remain essential for bookings, but hotel selection often happens much earlier, during the inspiration phase.
This means that a hotel without visibility in China’s digital ecosystem is unlikely to be considered at all.
KOLs, KOCs and content: what really influences decisions
One of the most common misconceptions is believing that institutional communication alone can attract Chinese travelers.
In reality, Chinese consumers trust the experiences of other travelers far more than official brand messaging.
KOLs (Key Opinion Leaders) help generate awareness and visibility, while KOCs (Key Opinion Consumers) build trust through authentic and relatable content.
Reviews, real-life videos, and personal travel stories have a direct impact on booking decisions.
For this reason, the most effective content is not self-promotional—it is experiential. It showcases the hotel through the eyes of guests who have genuinely experienced it.
The positioning of Italian hotels in the Chinese market
Italy enjoys a very strong image among Chinese travelers.
However, there is still a significant gap between interest in the destination and the ability of Italian hotels to capture that demand.
Many properties:
Are not present within China’s digital ecosystem
Communicate without localization for Chinese audiences
Depend exclusively on OTAs without building their own brand positioning
In many cases, the issue is not the attractiveness of the hotel itself, but its absence from the Chinese traveler’s digital decision-making journey.
Strategies to attract Chinese tourists
Attracting Chinese travelers requires a structured and integrated approach.
The first step is building a digital presence on Chinese platforms through content specifically designed for local audiences.
Collaborations with KOLs and KOCs help increase visibility and credibility, while OTA presence supports conversion and bookings.
Another often-overlooked factor is the role of travel agencies.
Today, both Chinese travel agencies and Italian operators specializing in the Chinese market tend to work more easily with hotels that already have an active digital presence in China. Online visibility facilitates sales and increases traveler confidence.
At the same time, adapting the guest experience is essential. Digital payment solutions, Chinese-language support, and attention to cultural preferences significantly improve customer satisfaction and conversion rates.
The role of design and experience
In hospitality, design has become a strategic differentiator.
Spaces must not only be functional, but also distinctive and worthy of being shared online.
Italian design represents a significant competitive advantage, capable of conveying value, aesthetics, and authenticity.
In a context where travel experiences are increasingly linked to social sharing, the guest experience becomes an integral part of communication itself.
The future: more digital, more experiential, more competitive
The market will continue evolving rapidly.
Chinese travelers will become increasingly demanding, digital, and experience-oriented.
At the same time, competition among destinations and hospitality brands will intensify, making differentiation essential.
For Italian hotels, future success will depend on the ability to build a strong and coherent presence within the Chinese market by integrating digital strategy, content marketing, and guest experience.
The growth of direct air connections between China and Italy: Rome, Milan and Venice increasingly connected to Chinese tourism
A key factor supporting the recovery of Chinese tourism to Italy is the strengthening of direct air connectivity between the two countries.
In 2025, Rome Fiumicino and Milan Malpensa continue to serve as the main Italian gateways for travelers from China, thanks to the increasing number of flights operated by airlines such as Air China, China Eastern, and Hainan Airlines.
Today, more than 35 direct flights per week operate between Italy and China, a significant increase compared to the immediate post-pandemic period.
Milan Malpensa has become one of Europe’s most dynamic hubs for China-Europe traffic, with direct connections to Shanghai, Xi’an, and other strategic Chinese cities. China Eastern alone operates more than 15 weekly flights between Shanghai and Milan.
Rome Fiumicino has also significantly expanded its connectivity, offering direct services to Beijing, Shanghai, Shenzhen, Chongqing, and Wenzhou, in addition to connections with Hong Kong and Taipei. Overall, approximately 15–20 direct flights per week currently operate between Rome and Greater China.
Venice represents another important development. Until 2023, Venice Marco Polo Airport had no direct connections to mainland China. Today, Venice is connected to Shanghai with three weekly direct flights, while a new direct route to Beijing is scheduled to launch in July 2026.
Conclusions
Attracting Chinese tourists today is not simply a matter of having a good product—it is a matter of visibility and positioning.
Italy already benefits from extraordinary appeal among Chinese travelers, but this advantage alone is not enough if it is not translated into a meaningful presence within China’s digital ecosystem.
In the Chinese market, not being visible effectively means not existing.
For this reason, an increasing number of hotels and tourism operators are adopting a structured approach focused on content creation, platform management, and customer engagement.
At China Digital Marketing, with our Italian-Chinese team based between Milan and Shanghai, we help hotels and travel agencies build an effective presence in the Chinese market, transforming interest into tangible bookings.
Executive summary
Chinese outbound tourism represents one of the most significant opportunities for the Italian hospitality industry, driven by the recovery of international travel and growing demand for premium experiences.
Today’s Chinese traveler is digital-first, independent, and experience-oriented. The decision-making process begins online through content, reviews, and social media.
For Italian hotels, the key challenge is not attractiveness but visibility within China’s digital ecosystem.
Platforms such as Xiaohongshu (RED), Douyin, and WeChat play a central role respectively in inspiration, discovery, and customer relationship management, while OTAs such as Trip.com remain essential for bookings.
Updated for 2026, success depends on the ability to combine localized content, influencer marketing, digital presence, and customer experience to convert Chinese travel interest into concrete bookings.
Key takeaways
Chinese outbound tourism is recovering and represents a strategic opportunity for Italian hotels.
Chinese travelers are digital-first: the customer journey begins online.
Xiaohongshu (RED) is central to travel inspiration and research.
Douyin drives discovery and engagement.
WeChat is essential for CRM and customer communication.
KOLs generate visibility, while KOCs build trust.
Non-promotional content performs better than institutional communication.
Italian hotels enjoy strong appeal but often lack visibility within China’s digital ecosystem.
Travel agencies are more likely to collaborate with hotels that already have an established online presence.
Customer experience and localized services directly impact conversion rates.
Glossary
FIT (Free Independent Travelers): Independent travelers who organize their own trips without packaged tours.
OTA (Online Travel Agency): Booking platforms such as Trip.com that play a critical role in hotel conversion.
KOL (Key Opinion Leader): Influencer with substantial reach used to promote destinations and hospitality brands.
KOC (Key Opinion Consumer): Consumer or micro-influencer sharing authentic experiences that influence purchasing decisions.
CRM (Customer Relationship Management): The management of customer relationships, often through WeChat.
Customer Journey: The complete path from inspiration and discovery to booking and post-stay engagement.
Lifestyle Hotel: A hospitality concept that combines design, experience, and brand identity.
Frequently Asked Questions (FAQ)
How can an Italian hotel attract Chinese tourists?
By building a presence on Chinese digital platforms, creating localized content, and collaborating with KOLs and KOCs.
Which platforms are most important for hotel promotion in China?Xiaohongshu for inspiration, Douyin for visibility, and WeChat for customer engagement and CRM.
How important is digital marketing for attracting Chinese travelers?It is essential, as most travel decisions are influenced by online content and reviews.
What role do influencers play in tourism marketing?
KOLs increase awareness, while KOCs help establish credibility and trust.
Are Italian hotels competitive in the Chinese market?
Yes, especially in the premium segment, but many need stronger digital visibility.
Are OTAs enough to attract Chinese guests?
No. Travelers often discover hotels through social platforms before booking through OTAs.
Should hotels adapt their services for Chinese travelers?
Yes. Digital payments, language support, and cultural awareness significantly improve guest satisfaction.
Are travel agencies still relevant?
Absolutely. Agencies often prefer working with hotels that already have visibility and credibility within China’s digital ecosystem.
Practical examples
A boutique hotel creates Xiaohongshu content featuring wine tastings and local cultural experiences, increasing awareness among young Chinese travelers.
A luxury hotel collaborates with a Douyin KOL through livestreaming campaigns, generating direct inquiries and bookings.
A property uses WeChat to manage customer communications, personalized offers, and post-stay engagement.
A strong Trip.com profile with positive reviews improves booking conversion rates.
Operational checklist for hotels and tourism operators
Analyze your Chinese target audience (luxury travelers, FITs, families, young travelers).
Define a clear positioning strategy (experience, design, Italian lifestyle).
Establish a presence on Xiaohongshu, Douyin, and WeChat.
Collaborate with KOLs and KOCs to create authentic content.
Integrate OTAs such as Trip.com into your distribution strategy.
Adapt services and customer experience (digital payments, language support, hospitality standards).
Monitor online reviews and digital reputation.
Track KPIs such as engagement, inquiries, and bookings, and continuously optimize your strategy.
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