How Overseas Travel Brands Can Capture Chinese Tourists via Chinese SEO This Summer

As summer approaches, Chinese tourists are gearing up for international travel, with outbound trips expected to surge post-pandemic. For overseas travel brands—resorts, car rental services, cruise lines, and more—mastering Chinese SEO is critical to tapping into this lucrative market. Here’s how to optimize your digital strategy to attract Chinese travelers during the peak season.

1. Technical SEO: Build a China-Friendly Foundation

Chinese tourists rely heavily on Baidu (which holds 65% of China’s search traffic) and super-apps like WeChat. To rank effectively:

Host Locally: Use a .cn domain with an ICP license for faster loading speeds in China. Baidu prioritizes locally hosted sites, and slow load times (>2 seconds) can penalize rankings.
Mobile Optimization: Ensure your site meets Baidu’s Mobile-First Indexing standards. Test via Baidu’s Mobile-Friendly Tool and adopt MIP (Mobile Instant Pages) for lightning-fast performance.
Block Google Services: Replace Google Analytics/Fonts with Baidu Tongji to avoid rendering issues and comply with Chinese regulations.

Marriott China has a very pleasant loading speed which Baidu favors

2. Keyword Strategy: Speak the Language of Chinese Travelers

Chinese tourists search differently. Overseas travel brands could use Baidu’s Keyword Planner to target culturally nuanced phrases:

Destination + Experience:
- “欧洲自驾游攻略” (Europe self-driving travel guide)
- “泰国豪华度假村推荐” (Luxury resort recommendations in Thailand)
Seasonal Trends:
- “暑假邮轮特惠” (Summer cruise deals)
- “家庭友好型租车服务” (Family-friendly car rental services)
Payment & Convenience:
- “支持支付宝的海外租车” (Overseas car rentals accepting Alipay)

Avoid direct translations. For example, “all-inclusive resort” should adapt to “一价全包度假村” (all-in-one resort)29.

Use Baidu Keyword Planner to explore target keywords for outbound travel business

3. Content Localization: Answer What Chinese Tourists Care About

Chinese travelers prioritize safety, convenience, and cultural familiarity. Create content that addresses their unique concerns:

Guides and Comparisons:
- “十大免签国暑期攻略” (Top 10 visa-free destinations for summer)
- “欧洲VS东南亚邮轮体验对比” (Europe vs. Southeast Asia cruise comparisons)
User-Generated Content (UGC):
- Share Chinese tourist testimonials or vlogs (e.g., “瑞士自驾游真实体验” Real Swiss road trip experience)58.
Localized Case Studies:
- Highlight partnerships with Chinese influencers or travel agencies.

Pro Tip: Publish whitepapers on Baidu Wenku (China’s Scribd) to build authority.

4. Leverage China’s Social Media Ecosystem

Over 1.2 billion users are active on WeChat, Douyin (TikTok), and Xiaohongshu (Little Red Book). Tailor content for each platform:

WeChat Official Accounts:
- Post articles like “暑期租车避坑指南” (How to avoid scams when renting cars abroad).
- Use mini-programs for booking or QR-code-driven promotions.
Douyin (TikTok):
- Create 15-second clips showcasing resort amenities or cruise dining experiences with hashtags like #暑假旅行 (summer travel).
Xiaohongshu:
- Collaborate with KOLs to review your services. For example, “意大利租车公司亲测” (Firsthand review of an Italian car rental company).

Wechat KOL that teaches you how to avoid scams in renting cars

5. Payment and Trust-Building Tactics

Chinese tourists expect seamless transactions and proof of credibility:

Support Alipay/WeChat Pay: 87% of Chinese travelers prioritize payment convenience. Display payment logos prominently.
Highlight Safety Certifications: Use Baidu’s E-E-A-T (Expertise, Experience, Authority, Trust) guidelines. For resorts, emphasize hygiene ratings; for cruises, showcase safety drills.
Leverage Chinese Review Platforms: List your business on Mafengwo (travel reviews) and Dianping (China’s Yelp).

6. Partner with Chinese OTAs and Influencers

Collaborate with platforms like Ctrip, Fliggy, and Tongcheng to boost visibility:

OTA Listings: Optimize your profile on Ctrip with Chinese keywords and high-quality images. Ctrip’s inbound orders grew 119% YoY in 20244.
Influencer Campaigns: Sponsor content creators like @保保熊 (Bao Bao Xiong), whose viral “city不city” videos attract millions.
Custom Packages: Work with agencies to offer “VIP暑期套餐” (VIP summer packages) tailored for families or honeymooners.

7. Localized Offers and Crisis Management

Summer Discounts: Promote limited-time deals like “第二晚半价” (50% off the second night) or “儿童免费” (kids stay free).
Crisis Preparedness: Address concerns like flight cancellations or health emergencies. Publish guides like “海外旅行紧急联络方式” (Emergency contacts for overseas travel).

Your Summer 2025 Chinese SEO Checklist

Secure ICP备案 for .cn domain
Optimize 10+ pages with Baidu-specific keywords
Launch WeChat/Douyin campaigns with KOLs
Integrate Alipay/WeChat Pay
Partner with Ctrip or Fliggy

Final Take
Chinese tourists are ready to explore the world this summer—but only brands that speak their language, both culturally and digitally, will win their trust. By combining technical compliance, hyper-localized content, and strategic partnerships, overseas travel brands can ride the wave of China’s outbound travel boom.

Need a tailored Chinese SEO strategy? Please feel free to reach us via service@baiduseopro.com.