When it comes to taking a U.S. vacation, California and New York dominate the attentions of Chinese travelers, but with close to 300,000 annual visitors, a Florida vacation continues to grow in popularity with the world’s largest, and most lucrative, travel market.
From a deep dive into the world of Disney World, to airboat tours through the Everglades National Park, to cultural strolls through the vibrant city of Miami, there is much for Chinese tourists to discover in the Sunshine State and its official marketing corporation, Visit Florida, is helping this discovery process.
Having gleaned $109 billion in 2018, tourism stands as the state’s biggest economic driver and so it’s little surprise Visit Florida remains razor-focused on increasing Chinese visitation, which remains a market with great growth potential. One hindrance to such efforts is the lack of direct flights to Florida, a factor that has seen the Florida Tourist Board focus on a digital marketing strategy that has included the launch of a WeChat account, a Weibo upgrade, and a new mobile-friendly Chinese website.
“We believe the new Chinese website will provide more convenience for Chinese users in preparation for a Florida vacation,” Media Director of the Florida Tourism Board Brianna Barnebee said, “the website serves as the main information portal, covering comprehensive and detailed information. Theme parks to world-class beaches, from gourmet feasts to road trips, the practical information on the website will add luster to Chinese tourists in Florida.”
The inviting and playful website greets users with a pop-up map of the United States and highlights Florida along with many of the state’s famous destinations. Each location has a dedicated description page, including recommended attractions and potential itineraries. Fresh and stylish photographs throughout the website accurately capture the beauty and vitality of a Florida vacation. For DMOs and cultural attractions looking to draw Chinese tourists, a carefully curated China-friendly website is the first step to welcoming this market and vistflorida.cn stands as a strong example.
Edited by Richard Whiddington