Tourism Marketing
in China
Social media management, influencer campaigns, and in-venue digital solutions for destinations, museums, and tourism attractions targeting Chinese travelers. Managed from Shanghai.
Reaching Chinese Travelers
Where They Actually Are
Chinese travelers don't use Google, Facebook, Instagram, or TripAdvisor. They plan trips on Little Red Book (Xiaohongshu), share experiences on Douyin, communicate through WeChat, and follow destinations on Weibo. If you're not on these platforms, you're invisible.
We manage Chinese social media accounts for European destinations, cities, museums, and tourism attractions. From daily content creation and account management to influencer trip campaigns and in-venue digital solutions — we handle the entire Chinese digital presence from our Shanghai office.
Our clients include national tourism boards, city marketing organizations, and some of Europe's most important cultural institutions.
The Platform Suite
Four platforms form the core of any destination's Chinese digital presence. Each serves a different purpose in how Chinese travelers discover, plan, and share their trips.
The most important platform for tourism marketing in China right now. Little Red Book (Xiaohongshu) is where Chinese travelers research destinations, discover hidden gems, read travel diaries, and save itineraries. Its highly visual, photo-and-video format is ideal for showcasing destinations, exhibitions, restaurants, and experiences. Content here directly influences travel decisions.
Short-form video is how Chinese consumers experience a destination before visiting. Douyin's algorithm surfaces travel content to users based on interest rather than following, meaning a single viral video can reach millions of potential visitors. Especially powerful for visually striking destinations, cultural events, and seasonal campaigns.
The platform every Chinese person has on their phone. WeChat Official Accounts serve as your destination's Chinese-language hub — with articles, menu navigation, exhibition guides, maps, and audio tours. The real power is in-venue: when a Chinese visitor sees a QR code, they scan it with WeChat automatically. That moment of discovery is when your WeChat account becomes valuable.
China's microblogging platform with broad reach and trending topic visibility. Useful for event announcements, seasonal campaigns, and hashtag-driven awareness. While Little Red Book (Xiaohongshu) and Douyin are now more influential for travel planning, Weibo remains relevant for brand presence and large-scale campaigns — especially for city and national tourism boards.
Accounts We Manage
A selection of social media accounts we have created and manage for destinations and cultural institutions across Europe.
Museums and Institutions We Work With
We have a long history of successful collaboration with leading cultural institutions across Europe — managing their Chinese digital presence and connecting them with Chinese visitors.
Kunsthistorisches Museum
Vienna, AustriaMuseumsQuartier
Vienna, AustriaLeopold Museum
Vienna, AustriaMUMOK
Vienna, AustriaMozarthaus Vienna
Vienna, AustriaHaus der Musik
Vienna, AustriaInternationales Maritimes Museum
Hamburg, GermanyDeutsches Technikmuseum
Berlin, GermanyMMK Museum f\u00fcr Moderne Kunst
Frankfurt, GermanySt\u00e4del Museum
Frankfurt, GermanyLouisiana Museum of Modern Art
Humleb\u00e6k, DenmarkWeChat as Your Chinese Visitor Hub
In China, people don't use websites. Translating your website into Chinese sounds logical, but nobody will visit it. Chinese travelers live inside WeChat — it's on every phone, and it's the first app people open when they see a QR code.
The challenge with WeChat is discoverability. You can have an account, but no one knows it exists. The moment when visitors are most interested in your institution is when they're standing in it — buying a ticket, entering the gallery, looking at an exhibit. That's where the QR code comes in.
We design and build your WeChat presence so that when a Chinese visitor scans your QR code, they immediately have access to everything they need — in Chinese, inside the app they already use every day.
QR Code Integration
Physical QR codes placed at ticket counters, entrances, and exhibition rooms. Visitors scan with WeChat and instantly access your Chinese-language content.
Exhibition Articles and Guides
Beautifully designed WeChat articles about current exhibitions, collections, and visitor information — all in Chinese, updated regularly.
Audio Guides in Chinese
We produce and embed Chinese-language audio guides directly inside your WeChat account. Visitors can listen to professional narration as they walk through your exhibition.
Menu Structure and Navigation
Custom menu navigation with opening hours, ticket info, directions, current exhibitions, and highlights — organized so visitors find what they need in two taps.
Influencer Trip Campaigns
One of the most effective ways to put a destination on the radar of Chinese travelers is to bring Chinese influencers there. We organize and manage influencer trips — typically a group of around five creators who visit your destination for several days to a week, generating professional content that reaches their combined audiences of hundreds of thousands to millions.
We handle the entire process: influencer identification and vetting, contract negotiation, itinerary planning, on-site coordination, content review, and performance reporting. Every influencer is carefully selected based on verified engagement data — not follower counts, which are notoriously inflated in China through purchased followers and fake impressions.
The content generated during these trips lives on permanently across Little Red Book (Xiaohongshu), Douyin, Weibo, and WeChat Channels — creating a lasting library of authentic destination content that continues to influence travel decisions long after the trip ends.
Influencer Selection
We identify travel and lifestyle creators with verified engagement, analyze their audience demographics, and ensure their content style matches your destination's positioning.
Itinerary and Briefing
We design the trip itinerary to maximize content opportunities — key attractions, dining, cultural experiences, and hidden gems that make for compelling social media content.
On-Site Content Production
Influencers spend 3–7 days in the destination, producing photos, short videos, travel diaries, and livestreams. We coordinate logistics and ensure content quality throughout.
Publication and Reporting
Content is published across platforms with optimized captions, hashtags, and location tags. We provide detailed performance reports with verified reach and engagement data.
Why Work With Shanghai Jungle
Tourism marketing in China requires a partner who understands the platforms, speaks the language, and can deliver on the ground in Shanghai.
Native Chinese Team
Content is written by native Chinese speakers who understand current social media trends, slang, and what resonates with Chinese travelers. Not translated — created natively.
Based in Shanghai Since 2013
Not a remote agency managing things from Europe. Our team works from Shanghai, in direct contact with platforms, influencers, and media. When something needs to happen with Tencent or ByteDance, we handle it in Chinese, on the ground.
Proven Museum Track Record
Over 10 museums and cultural institutions across Austria, Germany, and Denmark. We understand the specific needs of cultural institutions — seasonal exhibition cycles, visitor engagement, and how to make Chinese-language content that respects the art while being accessible.
Verified Influencer Data
We spend significant time analyzing influencer data before recommending anyone. Fake followers and inflated impressions are widespread in China — we vet every creator to make sure your budget goes to people who deliver real engagement.
Full Platform Coverage
We manage all four major platforms — Little Red Book (Xiaohongshu), Douyin, WeChat, and Weibo — with coordinated content strategies. One partner, full coverage, consistent messaging across every channel Chinese travelers use.
Western Communication Standards
Clear briefs, approval workflows, regular reporting in English, and deadlines that are met. We bridge the gap between how European organizations work and what's needed to succeed on Chinese platforms.
12+ years of experience, 100+ satisfied customers.
Helping destinations and cultural institutions reach Chinese travelers since 2013.
From Little Red Book (Xiaohongshu) account setup to influencer trip campaigns, in-venue WeChat solutions and daily content management \u2014 we handle your entire Chinese digital presence from our Shanghai office.
International leadership. Local execution. One partner for your destination's Chinese marketing \u2014 no middlemen, no scattered vendors.