Most of the major global museums take major steps to inform the cultural experiences to the Chinese tourists.
As the Chinese tourism market matures high, the tourists are expanding beyond first-time interests such as major attractions and shopping to seek out deeper, more cultural experiences.
The Chinese visitors already make up a major proportion of museums’ attendees in global tourism scenario. One out of every three Chinese visitors to New York City visit the Metropolitan Museum of Art, and Chinese visitors are the second-most common foreign nationality to visit the Louvre Museum in Paris. Naturally, these evolving Chinese tourists are also an integral part of museums’ attendee growth.
As the number of Chinese travellers going abroad grows, museums and cultural centers are looking closely at how they can best appeal to these specific visitors via promotions, social media, and language-specific resources.
All of the major museums in the world agreed that working with travel companies within China was one of their first and most efficient steps in promoting the museum, providing information, and easing ticketing as part of their outreach strategy.
Outside of formal trade relations, however, museums are also using social media and their online presence to make information as accessible as possible directly for the individual traveller.
It is noted that the Louvre has been on Weibo since 2015 with close to 100,000 followers on the micro-blogging platform. MoMA has just 20,000 Weibo followers in comparison, but has found the platform effective and successful as endearing engagement.
The videos are showing that behind-the-scenes content and in-depth posts featuring the collection tend to perform well.
Meanwhile, the Met has steadily grown its social presence via WeChat. WeChat is arguably the default platform for marketing to Chinese consumers. That is it is noted that the social media help to increase more Chinese tourists to the respective nations.
Tags: china, global museums, Travel
