As Chinese outbound travel continues to rise, this high-spending segment is increasingly appealing to destinations worldwide. Deploying WeChat, China's No. 1 superapp, may be key for travel brands and destinations looking to unlock this market.
The tallest building in the world, Dubai’s Burj Khalifa, has launched a WeChat Mini Program to facilitate the ease of travel for Chinese visitors.
The Mini Program allows users to book tickets, access exclusive audio content in Mandarin, and share their experiences through a photo booth feature at the building’s popular outdoor observatory At The Top Burj Khalifa. Additionally, the tower has become the first overseas attraction to launch its own WeChat mini game where users are challenged to reach the top of the 829.8m structure.
Dubai is a popular destination for Chinese travelers, attracting an estimated 800,000 Chinese visitors to the city annually. The Mini Program is part of Dubai Corporation for Tourism and Commerce Marketing’s (DCTCM) partnership with Tencent and also lets visitors book tickets to the Etihad Museum, the Dubai Lake Fountain Ride, and the Burj Club.
“Our ongoing partnership with Tencent is testament to our commitment to providing seamless payment and tourist experiences to our [Chinese] guests. The launch of the new WeChat Mini Programme for At the Top, Burj Khalifa, will further enhance the experience for our Chinese guests, facilitating increased ease of travel when they visit Dubai,” said Issam Kazin, DCTCM’s CEO.
The development is part of the WeChat Go initiative, the app’s long-term aim to expand its global brand throughout the world of travel.
Editor’s note: For an in-depth analysis of WeChat data and how travel brands can optimize best practices when joining the platform, read Skift research report WeChat Strategies for Global Travel Brands 2018.
This story originally appeared on Jing Travel, a Skift content partner.
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Photo Credit: The Burj Khalifa in Dubai, April 2018. Christopher Pike / Bloomberg