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  • Writer's pictureAndrew Collins

How to Capitalize on Chinese Outbound Tourism: Massachusetts-GoUSA Case Study

Updated: Jun 7, 2019

If you could, google “Chinese outbound tourism” and tell me what you see. Most likely you’ll be looking at a slew of links and images on the rapid growth and dominance of Chinese outbound tourism. On the same note, it’s no secret that the U.S. is poised to absorb a large part of this surge in Chinese outbound tourism. Some 1.77 million Chinese visitors arrived in U.S. during the first nine months of 2014, up 21% year on year, and full-year Chinese visitation was expected to top 2 million, up from 1.9 million in 2013.

Inevitably, this has DMOs in the USA looking to grow their footprint in China and connect with the demographic that has potential to dictate travel trends. GoUSA, as a platform, offers some fantastic turn-key solutions for US DMOs to gain that edge as cities and states fight for travelers and their business in attempts to lure them to their respective locations in America. to visit their destination in America.

One big case was the launch of the Massachusetts website in China. On April 2014. With no prior presence in China, they were able to create an immediate impact with their mini-site produced on The partner packages enable any brand or destination to market their top destinations and have them shared across Sina Weibo, smartly enabling way more travel destinations to reach this teeming new market.

Massachusetts was able to greatly grow it’s awareness in China using this method. Their mini-site had:

  1. Over 40 plus activities to do in Massachusetts with over 750 shares across social

  2. 2.1 million visits in one year

  3. 14,000 average reads per a blog article

With statistics clearly showing the growing strength of Chinese outbound tourism, it wouldn’t be surprising to see other cities and states in the USA follow suit with a Chinese website of their own. The success of Massachusetts and GoUSA show that it can be done to great effect.

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