China’s foremost travel website, Qunar.com, has announced a plan to invest 25 million yuan ($4.1 million or £2.5 million) in a campaign dedicated to promoting both Chinese culture and a positive image of Chinese tourists abroad.
The company is launching a contest through Weibo (the Chinese equivalent of Twitter) in which Chinese tourists overseas can submit photos of other Chinese travelers who display elements of Chinese culture while visiting different areas abroad. Participants will be competing to win up to 500 yuan each from the pool of 25 million yuan.
China’s outbound tourism market grew significantly in 2013, with the outbound expenditure amounting to $128.7 billion (£79.7 billion). This figure is predicted to increase again in 2014, with the expenditure rising to $140 billion (£86.7 billion).
