Attracting Chinese visitors to international events has become a strategic priority for many organizers. With China’s growing global influence and the increasing purchasing power of Chinese travelers, successfully engaging this audience can significantly boost an event’s visibility and reputation. However, reaching the Chinese audience requires more than traditional advertising methods.
Today, influencer collaboration has emerged as one of the most powerful tools in event marketing for the Chinese audience. From large-scale expos and international exhibitions to cultural and sporting events, brands and organizers are leveraging Chinese influencers to build excitement, spread awareness, and create meaningful connections.
In this article, we’ll explore the best strategies to attract Chinese visitors to an event, including different models of collaboration with influencers, the challenges to be aware of, and practical tips to maximize your event’s success in the Chinese market.
1. Why Target the Chinese Audience for International Events?
China remains one of the world’s most powerful sources of international travelers. In 2019, Chinese tourists made over 155 million outbound trips, and although the pandemic temporarily slowed this trend, outbound travel from China is rapidly recovering. According to the China Outbound Tourism Research Institute (COTRI), Chinese outbound tourism is expected to reach 180 million trips by 2030, with a growing interest not only in shopping but also in cultural, sports, and entertainment experiences abroad.
Beyond the volume, the spending power of Chinese visitors is significant. Before the pandemic, Chinese travelers were responsible for over $255 billion in international tourism spending annually, the highest in the world according to the United Nations World Tourism Organization (UNWTO). Today, Chinese tourists continue to prioritize experiences and prestige-driven activities, making attendance at major international events increasingly attractive.
Moreover, the Chinese audience is highly digitally connected. Social media platforms such as WeChat, Xiaohongshu (RED), Douyin (TikTok China), Weibo and Bilibili play an essential role in influencing travel decisions. Studies show that more than 80% of Chinese travelers seek information and inspiration online before making travel plans, often relying on influencers’ recommendations to shape their choices.
Partnering with a specialized social media agency in China that understands the local digital landscape can help brands and organizers optimize their strategies and effectively engage potential visitors through the right channels.
For organizers of expos, international exhibitions, concerts, or sporting events, engaging the Chinese audience is not just about filling seats — it’s about boosting global visibility, enhancing event prestige, and tapping into one of the most influential consumer markets in the world.
2. How to promote an event to the Chinese Audience?
Promoting an event to the Chinese audience requires a tailored approach that goes beyond traditional marketing tactics. Here are some of the most effective strategies:
2.1. Collaborate with Chinese Influencers On-Site
One of the most impactful ways to create excitement among Chinese audiences is to invite Chinese influencers to attend the event in person. This type of collaboration usually involves:
- Covering travel expenses and accommodation not only for the influencer but also for one additional person from their team (such as a manager or assistant).
- Offering unique experiences such as behind-the-scenes tours, VIP passes, and special activities tailored to content creation.
- Negotiating a clear deliverable package, which often includes a series of videos, social media posts, and sometimes livestream sessions directly from the event.
In these collaborations, it is crucial to provide a very detailed briefing. Chinese influencers usually expect clear guidance on:
- Key messages to highlight
- Mandatory elements to feature
- Deadlines and approval processes
- Event background and safety information
Having a solid briefing ensures smooth communication and higher quality content delivery.
On-site influencer collaborations tend to work better with larger and more recognized events, such as international expos, major exhibitions, or global entertainment events. This is because many Chinese influencers — and their audiences — are still cautious about traveling abroad after recent years of uncertainty. Well-known events offer a sense of security, credibility, and prestige, making them more attractive and reassuring for influencers to promote.
Aspect | Key Points |
Travel Expenses | Cover travel and hotel for the influencer and one additional team member. |
Content Deliverables | Negotiate video series, social media posts, and potential livestreams. |
Briefing Requirements | Provide a detailed briefing: key messages, timelines, mandatory elements. |
Best for | Large and well-known events to provide credibility and reduce travel concerns. |
2.2 Partner with Chinese Influencers Based Abroad
Another highly effective strategy is to collaborate with Chinese influencers who are already based abroad, either in the country where the event will take place or in nearby regions. This approach offers several advantages:
- Easier logistics: Influencers already residing abroad or close to the event location can attend without the need for complicated visa applications, long-haul flights, or quarantine concerns.
- Reduced costs: Travel and accommodation expenses are generally lower, and the organization process is much faster.
It’s important to note that many Chinese influencers living abroad maintain highly active social media accounts targeting audiences inside China. Their followers are often based entirely in China, even though the influencer is physically located overseas.
This unique positioning allows brands and event organizers to reach the Chinese market authentically while simplifying the operational side of the collaboration.
Partnering with these influencers can be a strategic way to increase event visibility among Chinese audiences while minimizing the logistical challenges typically associated with cross-border influencer campaigns.
Incorporating this approach into a broader China marketing strategy can help brands build trust, enhance exposure, and engage Chinese consumers more effectively.
2.3 Leverage Chinese Digital Platforms for Event Promotion
In addition to direct collaborations, a highly efficient way to promote an event to the Chinese audience is through localized digital campaigns on Chinese platforms such as WeChat, Xiaohongshu (RedNote), Douyin, Weibo and Bilibili.
In this model, the brand or event organizer provides materials — such as photos, videos, press releases, and key information about the event.
Our agency, Influchina, then adapts and localizes the content to make it suitable and appealing for the Chinese audience. We ensure that the materials are culturally relevant, aligned with platform trends, and optimized for engagement. Once adapted, we distribute the content to selected Chinese influencers, who publish it on their social media channels.
This approach can also involve working with KOCs in China (Key Opinion Consumers), who are highly trusted by their followers and can deliver authentic, peer-to-peer style recommendations that enhance credibility and relatability.
This model has several advantages:
- More cost-effective compared to full travel collaborations.
- Faster execution: content can be published quickly, without logistical challenges.
- Higher flexibility: ideal for maintaining consistent communication before, during, and after the event.
- Stronger reinforcement: often used as a complementary strategy alongside on-site or remote influencer collaborations to amplify and reinforce the core message across different touchpoints.
By leveraging Chinese digital platforms in this way, brands and events can extend their visibility and engage Chinese audiences at scale, without requiring every influencer to attend in person.
3. Best Chinese Social Media Platforms for Event Collaborations
Promoting events to the Chinese audience requires selecting the right Chinese social media platforms and adapting the content format to fit both audience expectations and platform characteristics.
Different platforms are better suited for different types of collaborations, whether it’s videos, posts, or livestreams.
Working with influencers through effective KOL marketing in China is crucial to ensure that each campaign resonates with the target audience and maximizes engagement.
Here’s a breakdown of the most effective options:
3.1 WeChat: Articles Through Influencers' Subscription Accounts
WeChat is the most widely used platform for information sharing and communication in China.
For event promotion, the most effective strategy is to collaborate with influencers (KOLs) who manage Subscription Accounts (订阅号) or Official Accounts. These influencers regularly publish long-form articles featuring event announcements, highlights, and curated guides.
Effective formats include:
- In-depth articles introducing the event, special experiences, or exclusive offers.
- Event guides providing schedules, must-see attractions, and useful tips.
- Story-driven articles that build emotional connections with readers.
Partnering with trusted WeChat influencers helps brands position their events as credible, prestigious, and worth attending among highly engaged audiences.
Best for: Professional storytelling, detailed event presentation, prestige building.
3.2 Xiaohongshu (RenNote): Lifestyle Posts and Authentic Recommendations
Xiaohongshu is extremely popular among young, urban Chinese audiences, especially for lifestyle, travel, and entertainment content.
The platform favors authentic, visually appealing posts that showcase personal experiences, often shared by trusted Xiaohongshu influencers who specialize in creating relatable and inspiring content.
Effective formats include:
- Photo carousels with short, relatable captions.
- Short videos highlighting personal impressions of the event.
- Recommendation-style posts (“What to expect”, “My experience at [event]”).
The platform’s algorithm rewards genuine, story-driven content rather than hard-selling promotions, making storytelling and authenticity essential for success in Xiaohongshu marketing.
Best for: Personal storytelling, visual inspiration, lifestyle-driven recommendations.
3.3 Douyin (TikTok China): Short Viral Videos and Livestreams
Douyin is China’s leading platform for short-form video content and viral trends.
It is ideal for creating high-energy, visually engaging event promotions, especially when collaborating with the right Douyin influencer.
Effective formats include:
- 15–60 second short videos showcasing exciting moments or emotional highlights.
- Behind-the-scenes videos showing preparations, rehearsals, or exclusive access.
- Livestreams during the event, offering real-time interaction and insider views.
Douyin campaigns can generate rapid awareness and emotional engagement when executed creatively.
Best for: Viral engagement, fast emotional connection, dynamic live coverage.
3.4 Weibo: Wide Reach and Trending Topics
Weibo is a hybrid between Chinese Twitter and Facebook, ideal for mass exposure and public discussions.
It supports a wide range of content types and is particularly useful for boosting an event’s online buzz.
Effective formats include:
- Short posts with strong visuals and clear calls-to-action.
- Hashtag campaigns to drive trending discussions and maximize visibility.
- Livestreams promoted through Weibo’s platform for real-time engagement.
Weibo is particularly effective when working with celebrities, well-known KOLs, or for pushing time-sensitive campaigns tied to trending topics.
Best for: Broad public discussions, trend amplification, event buzz.
3.5 Bilibili: Long-Form Videos and Community Engagement
Bilibili is a highly popular platform among China’s younger generations, especially Gen Z and Millennial audiences who are passionate about gaming, anime, pop culture, technology, and entertainment.
What is Bilibili? It is a video-sharing platform that combines long-form video content, community interaction, and live streaming, offering a unique space where users actively engage with both creators and brands.
Unlike other platforms focused on quick content, Bilibili favors longer, more detailed videos and strong community interaction.
Effective formats on Bilibili include:
- Long-form videos (5–20 minutes) showcasing event highlights, personal experiences, or backstage access.
- Event recap videos offering detailed storytelling and insights.
- Interactive livestreams on popular China streaming platforms, featuring Q&A sessions, real-time feedback, and fan engagement.
Working with the right Bilibili influencers allows brands to reach highly loyal and active communities who value authenticity, depth of content, and personal connection.
Best for: In-depth event storytelling, community building, niche audience engagement.
Platform | Best Formats | Best For |
Long articles via Subscription Accounts | Storytelling, detailed event insights, prestige | |
Xiaohongshu | Lifestyle posts, short videos | Personal storytelling, visual recommendations |
Douyin | Short videos, livestreams | Viral engagement, dynamic live event coverage |
Short posts, hashtag campaigns, livestreams | Public buzz, trending discussions | |
Bilibili | Long-form videos, interactive livestreams | In-depth storytelling, community engagement |
4. Common Challenges and How to Overcome Them
While promoting an event to the Chinese audience can be highly rewarding, it comes with specific challenges that require careful planning and cultural sensitivity. Here are some of the most common obstacles — and how to overcome them:
4.1 Trust and Safety Concerns
One of the biggest challenges is the hesitation of Chinese influencers and travelers to attend events abroad. Many influencers and their followers remain cautious about international travel due to health, safety, and political concerns.
There is often a strong preference for staying within China or only attending events that are highly recognized and offer clear guarantees of safety and prestige.
How to overcome it:
- Focus on well-known, credible events with strong reputations.
- Provide detailed information about safety measures, travel arrangements, and event organization.
- Highlight exclusivity and prestige to reassure influencers and their followers.
4.2 Organization and Experience Management
For an on-site collaboration to succeed, the overall experience must be seamless. Chinese influencers expect a high level of service and clear coordination, from flight bookings to hotel accommodations and event access.
How to overcome it:
- Assign a dedicated coordinator to assist influencers before and during their trip.
- Ensure all logistical details are confirmed in advance.
- Be prepared to respond quickly to last-minute needs or changes.
A well-organized experience leads to better content creation and strengthens the influencer’s willingness to promote the event enthusiastically.
4.3 Script and Message Development
Another critical point is the development of a clear and localized message. Chinese audiences have different cultural expectations, and simply translating promotional material is not enough.
Effective marketing in China requires adapting the tone, content, and storytelling approach to resonate authentically with local audiences, ensuring that the message feels relevant, relatable, and culturally appropriate.
How to overcome it:
- Work closely with the influencers to co-create a script that feels natural while still conveying the key messages.
- Adapt the tone to fit Chinese social media culture: more emotional, community-oriented, and relatable.
- Leave enough creative freedom for influencers to maintain authenticity, while ensuring core event highlights are properly showcased.
4.4 Additional Challenges to Consider
Timing and Deadlines: Chinese social media campaigns require precise timing, especially if tied to holidays or peak travel seasons.
→ Plan content production and approvals well in advance.
Platform Adaptation: Each Chinese platform (WeChat, Xiaohongshu, Douyin, Weibo) has its own style, content length, and user expectations.
→ Adapt content specifically for each platform rather than using a one-size-fits-all approach.
Audience Sensitivities: Be aware of cultural sensitivities, including political issues, celebrity controversies, and trending social topics.
→ Stay informed and adjust messaging as needed to avoid backlash.
5. Best Practices for a Successful Chinese Audience Campaign
After understanding the opportunities and challenges of promoting events to the Chinese market, implementing the right practices is essential to maximize success. Here are the best practices to follow:
5.1 Select the Right Influencers
Choosing the right influencer is crucial. Look for:
- Influencers whose content style matches the event theme (e.g., travel, culture, sports).
- Profiles with a genuine and engaged Chinese audience.
- Influencers who are experienced in international collaborations, if possible.
A good match between the influencer and the event ensures more authentic and credible promotion.
5.2 Focus on Storytelling and Emotional Connection
Chinese audiences respond strongly to stories and emotions, rather than direct promotions. Influencer content should:
- Tell a story about the experience, not just show the event.
- Highlight personal feelings, discoveries, and unique moments.
- Create a sense of belonging and aspiration for the audience.
5.3 Ensure Smooth Logistics and Support
When inviting influencers to attend events, logistics matter as much as content:
- Handle travel, accommodation, and event access professionally.
- Offer on-site support in case of questions or last-minute issues.
- Respect influencers’ time and provide schedules well in advance.
A smooth and professional experience leads to better content and long-term relationships.
5.4 Use Digital Amplification as a Complement
If you are combining on-site attendance with remote influencer collaborations (where influencers post adapted content), make sure both strategies:
- Reinforce the same key messages.
- Are timed properly to maximize reach.
- Maintain a cohesive brand narrative across all channels.
Using localized Chinese digital platforms in parallel ensures broader coverage and message reinforcement.
By applying these best practices, brands and event organizers can effectively engage the Chinese audience, build brand trust, and maximize the impact of their events across Chinese social media and beyond.
6. Conclusion
Successfully attracting Chinese visitors to an event requires more than traditional marketing — it demands a deep understanding of cultural expectations, strategic influencer collaboration, and careful adaptation of messaging to the Chinese digital ecosystem.
Whether through on-site influencer invitations, remote content collaborations, or targeted digital amplification across platforms like WeChat, Xiaohongshu, Douyin and Bilibili each strategy must be thoughtfully executed to resonate with Chinese audiences.
Partnering with the right Chinese social media influencers plays a crucial role in building trust, generating excitement, and amplifying the event’s visibility within the Chinese market.
Overcoming challenges like trust concerns and logistical complexities is possible with detailed planning, clear communication, and a strong focus on delivering a positive experience.
Working with a specialized China influencer agency can significantly streamline the process, ensuring that brands navigate cultural nuances effectively and maximize their impact on Chinese social media.
By applying the right strategies and best practices, brands and organizers can not only increase event visibility among Chinese visitors but also build lasting connections with one of the most influential consumer markets in the world.
FAQ
Frequently Asked Questions About Attracting Chinese Visitors to an Event
How do you attract Chinese visitors to an international event?
To attract Chinese visitors to an international event, you need to combine influencer marketing, localized digital campaigns, and high-quality experiences. Working with Chinese influencers, adapting promotional content for platforms like WeChat, Xiaohongshu, and Douyin, and providing clear safety and organizational information are key factors for success.
What are the best ways to promote an event to the Chinese audience?
The best ways to promote an event to the Chinese audience include inviting influencers to attend the event, sending localized materials for remote promotion, and running digital campaigns on Chinese social media platforms. Partnering with Chinese influencers based abroad can also be highly effective for easier logistics and faster execution.
Why is influencer collaboration important for attracting Chinese visitors?
Influencer collaboration is crucial because Chinese consumers rely heavily on trusted personal recommendations when making decisions. Influencers help create authentic, relatable content that resonates with Chinese audiences, builds trust, and generates excitement around the event.
Can Chinese influencers promote events without attending them?
Yes, many Chinese influencers can promote events remotely by publishing adapted materials provided by the organizers. This model is more cost-effective and allows brands to maintain a strong presence on Chinese social media even without organizing influencer travel.
What challenges should brands expect when working with Chinese influencers for event promotion?
Some common challenges include trust concerns about traveling abroad, cultural differences in communication, and the need for detailed logistical support. Brands must also ensure that the messaging is adapted to the Chinese audience and that collaborations are carefully coordinated.
Is it better to invite Chinese influencers to the event or work with them remotely?
Both strategies can be effective depending on the event’s size, budget, and goals. On-site attendance creates deeper, more authentic engagement, especially for high-profile events. Remote collaborations, on the other hand, are more cost-efficient and can reinforce communication across digital channels.
Which Chinese social media platforms are best for promoting an event?
The most effective Chinese social media platforms for event promotion are WeChat (for in-depth articles and mini-programs), Xiaohongshu (RED) (for lifestyle-driven visual content), Douyin (for short videos and viral challenges), and Weibo (for broad reach and trending discussions).
