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China’s social media market can be tough to crack for destination marketers based overseas. But the success of NYC & Company, the city’s official DMO, has shown that data-driven insights are key to creating a digital strategy that resonates with Chinese outbound travelers.

Traditional websites are becoming a thing of the past in China as mobile, social, and peer-to-peer networks dominate the country’s digital ecosystem. Destinations looking to reach Chinese outbound travelers throughout the customer journey should take note.

The number of Chinese passport holders is expected to double by 2020, and digital and social media fuel the decisions they make. Destinations looking to attract this valuable group of travelers need to get fully on board with digital to grab their attention.