Question:What does Attract China do?


Attract China is the Leading Gateway to the Chinese Traveler.

Attract China markets and promotes destinations to Chinese tourists by establishing your online market presence, creating awareness and a driving desire to visit your destination. We connect businesses in America that offer fantastic experiences with independent/FIT Chinese travelers.

For more information, check out our About Us and What We Offer pages.

Question:Where is Attract China based?


Attract China’s Chinese HQ is in Beijing while our North American HQ is in New York. This enables us the unique opportunity to be available to our US based partners and our China based customers simultaneously.

For more information on our current and upcoming locations, visit our About Us?page.

Question:What is Xiao Yao Dao?


Xiao Yao Dao (逍遥道) is Attract China’s Chinese consumer facing brand that allows Western companies to cost-effectively reach independent Chinese travelers through digital initiatives with real, trackable results. ?With a wide range of prices and ways to opt in, Attract China utilizes Xiao Yao Dao to raise awareness and drive inbound Chinese business to individual locations small and large.

For more information on Xiao Yao Dao and how you can drive Chinese tourists to your destination, contact us at [email protected]

Question:What are the big Chinese holidays?


New Year’s Day (Yuan Dan), Chinese New Year (Spring Festival), Qingming Festival (Tomb-Sweeping Day), Labour’s Day, Dragon Boat Festival, Army Day, Mid-Autumn Festival, National Day (Golden Week).

In addition, Chinese also celebrate many international days such as Women’s Day, Arbor Day, Youth Day, Children’s Day, etc.

Check out our blog post on Chinese holidays here, with a calendar to download.

Question:How should we prepare for Chinese New Year?


Chinese New Year, also known as Spring Festival, is the most important festival for Chinese people. Celebrating Chinese New Year is an effective way to attract Chinese tourist-consumers and show your respect to their culture.


Chinese New Year is a typical shopping season for Chinese families. Retailers and shopping malls can seize the opportunity to do in-store or online promotions, as what all businesses in China do during this period of time. Restaurants can carry out Chinese New Year menu or offer Chinese dumplings as entrees. Dumpling is the traditional Chinese food to celebrate Chinese New Year. Red envelopes with wishes messages are something hotels can put in their rooms for Chinese guests. Simple Chinese New Year decorations, such as red lanterns and wall stickers, will make a big difference.

Question:Do Chinese tourists celebrate American holidays? Which ones?


Yes. Chinese people celebrate Christmas, Valentine’s Day and Thanksgiving, but they don’t follow the exact traditions. For example, few Chinese people buy Christmas trees or give others gifts on Christmas. It has become a popular tradition in China to give apples to each other on the Christmas Eve because the word “apple” sounds similar to “peaceful night” in Mandarin.

All popular American holidays are big shopping seasons in China, and many brands and malls carry out holiday promotions. But of course, Chinese mainly travel during their own holidays, such as Chinese New Year, May Holiday, and October Holiday… while they do like to celebrate Thanksgiving; for example, they have no vacation days for it.

For more information on how Chinese tourists?celebrate Western holidays, check out our blog post on the topic here. You can also download a copy of our 2015 holiday calendar in this blog post.

Question:I don’t have brand awareness in China. Will they try new brands?


Yes. Chinese people perceive Western brands as generally more stylish and higher quality than local brands. So, with effective marketing strategies, it’s not hard for a Western brand to create a good reputation in China.

Question:What do you think is the draw of cruises for Chinese Travelers?


Cruise tours are a new way of spending money and vacation time for Chinese. Chinese people traveling abroad are especially interested in the sightseeing cruise tour that combines an ocean-going cruise with a land tour. It can save them the trouble of planning city trips on their own and, at the same time, enable them to enjoy a memorable, fun experience.

Check our blog post on the growth of cruises here.

Question:How is my market perceived in China?


Each market is perceived very differently. Las Vegas is perceived as the most liberal city in the US with busy casinos, high-end stores and crazy performers. New York is known as a world-famous cosmopolitan city with modern architectures, fantastic art museums and diverse cultures. Boston is considered one of the most European cities in the US, and it is famous for its historical value and great universities.


To find out more about your location, contact us at [email protected].

Question:Do Chinese tourists visit Chinatown while they are touring US cities?


Independent Chinese visiting America are excited to try the incredible cuisine this country has, that is not available in China. They know America doesn’t have better Chinese food than China. With that said, even though Chinese visiting the US are eager to try local cuisine, they can’t live without Chinese food for the entirety of their journey. As a result, Chinese tourists visit Chinatown while they are touring US cities to find “authentic” Chinese food. Another reason for Chinese visitors to go to Chinatown is that they are curious about how Chinese people living in the US retain their own customs, languages and cultures.

Read more here about the differences between Chinese food in the US and Chinese food in China.

Question:Do we need to translate our website or menu into Mandarin?


Creating Mandarin content for your business not only helps you reach a wider audience in China, but also delivers a message that you care for Chinese guests more than other businesses do. While it is not an obligation, it is a ‘nice-to-have’ for your Chinese guests.

Question:Should I NOT have the number four appear anywhere on my property or in marketing collateral?


No, using number 4 is actually fine in most cases. In fact, it appears everywhere in China from phone numbers to license plates. But it is true that number 4 is considered bad luck in China because it sounds like “death” in Chinese. To avoid using number 4, some buildings in China use 3A instead as the floor number. The more 4 appear in a number, the worse the number is. For example, the room 444 in a hotel or a product labelled, as $444 is something Chinese people refuse to spend money on. So, consider lucky numbers 6 and 8 when you assign a guest room or set a price.

Check out our blog post on the symbolism of numbers for more information here.

Question:What can we do to educate Chinese tourists on smoking etiquette in the US?


Because of culture differences and language barriers, many Chinese smokers don’t know what places don’t allow smoking in the US. It is better to inform them in Mandarin of the non-smoking area.

Question:Does Attract China have competitors in China?


There are many Chinese companies creating outbound travel information and service for Chinese tourists, but no one is able to compete with what Attract China has to offer. As an international company with offices in both China and the US, we help North American businesses cost-effectively reach independent Chinese tourists and, at the same time, provide Chinese visitors with the most authentic travel experience in the US.

Question:How does Attract China compare with Ctrip?


CTrip is the largest online travel agency in China that offers a variety of travel information and booking service, taking heavy commissions off of each booking. Chinese tourists tend to visit CTrip solely to find a deal.

Attract China is an American company with offices in both China and the US. Through our Mandarin-language digital initiatives via Xiao Yao Dao, we connect American businesses directly with independent Chinese tourists using much more targeted approaches.

Find our more on our About Us page.

Question:Should I serve hot water in my restaurant for Chinese customers?


Yes. Chinese people prefer warm/hot water –you can hardly find anyone in China who puts ice cubes in the water – because they think hot water is good for their health. Whether there’s a teakettle or not can be a deciding factor when Chinese choose a hotel room to stay.

Question:I don’t have Chinese-speaking staff. Will this be an issue?


Although most independent Chinese travelers have basic English skills, hiring Chinese-speaking staff will guarantee better service and encourage future sales. Today, more and more hotels, attractions, retail stores and shopping malls add Chinese-speaking staff to their team. Of course, most Chinese tourists aren’t expecting Chinese-speaking staff, so it’s usually seen as a plus, and not a requirement.

Question:Why do Chinese visitors always expect a deal?


Looking for the best deal has existed for thousands of years in the Chinese culture. In China, most marked prices, except those in major grocery stores and shopping malls, are inflated asking prices subject to haggling. When traveling abroad, Chinese don’t barter but they still seek best deals that they can’t get at home.

For more information, check out our blog post on what Chinese customers look for in purchase decisions here.

Question:How do Chinese tourists overcome the language barrier?


Independent Chinese tourists who don’t know much English install translation apps on their mobiles, and they sometimes bring bilingual travel guidebooks. When shopping in American malls, they often show the pictures of the products they want to buy. But, it truly comes down to the fact that they do their research and homework before coming to America… they do not step off the plane and think, “What should I do today?” They have been researching their trips for over 3 months in many cases, and while they are independent, they are extremely excited to visit the specific places (including restaurants, retailers, attractions, and more) and get involved in the unique experiences they’ve been reading about for quite some time.

Question:Do Chinese visitors always travel in groups?


Not any more. As of 2013, the Financial Times reported 70% of Chinese tourists traveling; do so independently, while less than 30%?now travel as part of a group tour.

For more information on Independent Chinese Tourists, check out our blog post on the topic here.

Question:How will I be reviewed/rated? Do Chinese tourists read TripAdvisor or Yelp?


Chinese people who live in the US sometimes read ratings on TripAdvisor or Yelp, but Chinese people in China don’t. They are more likely to read online recommendations from KOLs (key opinion leaders) on Chinese social media and BBS (Bulletin Board System).

Truthfully, Chinese need expert local understandings of destinations in America, and that’s exactly what Attract China strives to provide them via our brand in China, Xiao Yao Dao.

Question:What is the demographic of the travelers Attract China targets?


Attract China targets independent Chinese travelers who organize their own overseas trips instead of participating group tours. These tend to be Chinese aged 20-40, living in Tier 1 or 2 cities, both male and female. Some are solo travelers, some travel with a significant other, and others travel as a small family. Many have been to America before (or even studied there).

Question:How can I tell if my website is banned in China or not?


In China, the connection speed for most overseas websites is painfully slow. Many websites (even Google) are totally blocked. So, in order to make your online content accessible to Chinese tourist-consumers, you should either create a Mandarin website based in China or deliver the message through a Chinese online portal. An easy test you can do right now is available at

Question:Why do Chinese tourists shop overseas when they can access luxury brands in China?


Many people think the Chinese don’t buy luxury goods at home because of the counterfeiting problem in China. However, the reasons are more than that. In fact, Chinese buy luxury goods abroad mainly to avoid the high tariffs on the luxury goods imported into China. Many luxury products in Mainland China can cost two to three times as much as the exact products sold in Western countries. Chinese also shop abroad for limited editions and new collections that may not be available in China.

Check out our blog post on how Chinese tourists shop here.

Question:Do Chinese tourists only eat Chinese food when traveling?


No. Chinese people who travel abroad are eager to explore local food and drinks. They take pictures of the food and post them on various social media platforms. However, they also go to Chinatown for Chinese food when they need to satisfy their “Chinese stomachs”.

Interested in learning more? Check out our blog post on the topic here.

Question:How long do Chinese visitors stay in a city?


Chinese travelers who fly halfway around the world to come here usually stay weeks in the US, and visit major cities as well as small towns. Compared with group travelers who do sightseeing tours of multiple cities in one day, independent travelers tend to stay longer (at least 2 days) in each city they visit to explore deeper in the culture.

Question:How many cities do Chinese tourists visit on average?


There are many different independent trips to US that are popular among Chinese travelers, which include US West Coast trip, Northeast US trip, National Parks trip, etc. The first timers prefer to visit major cities in the US, such as New York, Washington DC, Chicago, Los Angeles, etc. Experienced travelers tend to explore more exotic destinations.

Question:I have a Facebook, Twitter or Instagram account already. Can you help me promote them to Chinese tourists?


Foreign social media such as Facebook, Twitter and Instagram are all blocked in China. To help our clients cost-effectively reach Chinese tourist-consumers, Attract China markets and promotes our clients on Chinese online portals and Chinese social media (through Key Opinion Leader accounts).

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