As the number of Chinese outbound travelers continues to grow, new opportunities and challenges for destinations around the world are on the rise as well. Given this, 2018 finally saw an impressive uptick of savvy Western destinations and cultural institutions staking their claim to this most desirable travel segment. Here, Jing Travel offers our year-end look at 8 (traditionally a lucky number in China) of the most important museum campaigns that influenced Chinese outbound travel this year.


SFMoMA Launches First Campaign Aimed at Chinese Travelers

With so many Chinese tourists in the city, it was time for San Francisco’s Museum of Modern Art (SFMoMA) to cater to these visitors. The museum launched its first China-focused campaign for the opening of its exhibition “Art and China after 1989: Theater of the World,” which included outreach on social media platforms and on the country’s largest online travel agency, Ctrip.

British Museum Travels to Shanghai

In an effort to reach a wider audience, the British Museum brought its collection to Chinese audiences that may not have the opportunity to travel to London. The museum hosted an interactive exhibition at a luxury shopping mall in Shanghai and connected it’s museum store to Chinese consumers via a WeChat mini-program.

british museum shanghai

The British Museum opened a mobile experience exhibition “A Journey Through Time” at luxury shopping mall LCM in Shanghai. Photo courtesy LCM

Asian Art Museum Adds WeChat Guides

Since hiring Jay Xu as its director in 2008, San Francisco’s Asian Art Museum has led the pack in terms of Chinese social media engagement. As it has sought innovative ways to serve visitors, the museum began offering Mandarin audio guides through WeChat to better serve Chinese visitors.

UK National Gallery Adopts Chinese Tech

One of the world’s most visited museums, London’s National Gallery of Art (NGA), began accepting Alipay to better serve Chinese visitors — and purchases began to increase. Not content to improve sales only at home, the NGA also hosted an exhibition in the Shanghai Metro to generate greater interest and reach a broader audience.

frick collection

Chinese travelers can combine shopping an cultural tours in New York, including a visit to the Frick Collection. Photo by Joyofmuseums from Wikimedia Commons

Combining Luxury Shopping with Culture on Madison Ave.

As proof that Chinese travelers are interested in more than just shopping, Attract China has helped introduce tour guides and operators to a New York City itinerary that includes a stop at the Frick Collection as well as visits to luxury retailers along Madison Ave.

MoMA Gets in the Holiday Spirit with a WeChat Christmas Calendar

Museums are looking for more ways to increase sales at their stores, so New York’s Museum of Modern Art launched a unique WeChat campaign — an advent calendar to showcase its holiday-themed collection and offer products from its Design Store.

Fashion Meets History and Culture in Hong Kong

London’s Victoria & Albert Museum brought its exhibition Shoes: Pleasure and Pain to audiences at the Pacific Place luxury shopping mall in Hong Kong. The exhibition showcased a collection of footwear throughout history and gave visitors a bit of shopping inspiration.

victoria & albert museum

The Victoria & Albert Museum exhibition Shoes: Pleasure and Pain in Hong Kong. V&A courtesy image

There’s a Reason Chinese Tourists Flock to Museums

Museums recognize the trend of growing Chinese tourists, but not all of them have a plan to bring them in the door. The ones that have developed campaigns have traveled to China to better understand the market while also launching social media accounts to interact with potential visitors.

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Museums & Exhibitions