Marbella Explores the Chinese Tourism Market Potential in Low Season
A recent discussion highlighted the strategies to enhance Marbella's appeal to high-spending Chinese tourists during off-peak times.
Recently, Marbella hosted a roundtable discussion titled ‘The Chinese Market: Keys and Potential for Chinese Tourism. The Marbella Success Story,’ aimed at enhancing strategies to improve its positioning in the Chinese tourism sector and attract a new affluent visitor profile during the low season.
The General Director of the tourism sector, Laura de Arce, emphasized the importance of collaboration with Asialink Spain, stating that it has been a wonderful opportunity for local entrepreneurs to gain insights on successfully engaging with this new type of visitor.
During the gathering, participants discussed the requirements of tourists who seek specialized services, iconic itineraries, and luxurious experiences, along with a keen interest in local culture and gastronomy. Laura highlighted that the Ayuntamiento has been collaborating with Asialink since September via social media to penetrate this premium market.
Additionally, discussion included the distinct cultural differences and opportunities presented by this established market, allowing representatives from sectors like golf, shopping, hotels, and dining to better comprehend these dynamics.
Jennifer Zhang, the CEO of Asialink Spain, reiterated the crucial need to attract premium tourists to Marbella. A comparison between Chinese and European visitors was presented by content creator Min Zhao and Malena Ríos from Asialink. Min shared valuable insights from her nearly ten years of experience in the industry regarding how to change the perception of Chinese tourists about Marbella. Last year, Spain welcomed 700,000 Chinese tourists, marking an 82% increase since before the pandemic, who spent an average of nearly 3,000 euros per stay.
The sessions underscored the necessity to dismantle stereotypes, understand visitor culture, and pursue the right path, emphasizing that these travelers look for authenticity and unique experiences. This analysis and collaboration are significant steps to position Marbella as an attractive destination for Chinese tourism in the future.
