Go City fuels expansion boom in China market with successful launch of WeChat mini programme
The launch of Go City’s Weixin (WeChat) mini programme was a big move of sightseeing pass giant Go City, and it has been consistently generating remarkable revenue growth from customers in Mainland China well ahead of pre-pandemic revenue figures, according to Dawn Jeremiah, Vice President, Marketing & Ecommerce (APAC) for Go City.
She adds, “Within the first three months of launch, the company has experienced significant growth in monthly revenue from Chinese tourists, achieving a 1.5x increase compared to 2019. During the recent Golden Week campaign, pass sales in Mainland China surged by 4.6x, accompanied by a 25% growth in average basket size and a lower refund rate compared to 2019. On 11/11 Single’s Day which is the equivalent of Black Friday in Mainland China, we achieved the highest record in single day pass sales for the market. With month-over-month growth and a record-breaking Single’s Day (11/11) performance, I’m pleased that Go City is building a compelling track record, solidifying its position as the go-to platform for Chinese travellers seeking diverse city experiences across 30 destinations.”
Go City’s Weixin (WeChat) mini program grants Chinese travellers access to attractions, tours, and activities across over 30 cities globally
Integrated with Go City’s content management, it ensures prompt updates on attraction listings, including detailed descriptions, redemption, and reservation instructions.
Chinese users can conveniently place orders, make immediate payments, and download/redeem passes directly at attractions without exiting the mini program. With Go City making significant investments in the Weixin mini program, this lays the groundwork for the expansion of its presence in mainland China.
Ruud Liu, Head of Marketing for Greater China for Go City adds, “Beyond just selling, Go City is currently building a thriving community on RED, the popular Chinese social media platform, to engage Chinese travellers, fueling authentic brand love and wanderlust. Chinese travellers can discover diverse travel inspiration as well as practical hacks of how to best use the passes for their desired destinations by exploring Go City’s social posts and content from influencers or customers on RED.”
To delve deeper, he explains the intricacies of going down the conversion funnel in Mainland China. He said, “Besides the demand generation and conversion marketing activities in WeChat & Tencent ecosystem, we have also created a comprehensive marketing mix in multiple China social media platforms, especially in the Little RED App. These are constantly being tested and tweaked on a daily basis. We have been operating the KOL content, social posts and paid advertising in those social platforms and more to generate brand awareness and product consideration as well as nurture sales leads then finally convert them in the WeChat mini-program.”
For more information, or to experience Go City please visit www.gocity.com or www.gocity.com.cn.
Quick getaways: Chinese tourists flock to nearby APAC gems
One of Go City’s latest additions to the APAC region, the reimagined Hong Kong pass gives travellers access to more than 20 of the best Hong Kong attractions. Aside from Singapore, Hong Kong passes sell well among Chinese travellers.
With headsets plugged in for a history lesson, visitors love to spend hours in the city on a slow roll passing Causeway Bay’s Victoria Park, Lan Kwai Fong’s party mile, or the mid-19th century Man Mo Temple – all from the comfort of an open-top tour bus. Another Hong Kong must-see is the visually impressive Ngong Ping 360 cable car. Thanks to transparent cabins made of tempered glass, it offers 360-degree views of Lantau Island. Arguably one of the top contenders is the funicular ride to The Peak, some 400 metres above sea level. Looking over sky-brushing towers and the mountains of the New Territories, The Peak is the highest point of Hong Kong Island.
Apart from the best city attractions on one pass, at up to 50% savings over individual tickets, the Hong Kong Pass caters for people looking to dive into local life with the Hong Kong Heritage and History Tour. Travellers can also take a fun sampan boat tour to explore Hong Kong’s historic Aberdeen fishing village.
Singapore has constantly claimed the top spot among Go City’s 2023 APAC destinations for Chinese travellers. One of Go City’s best Singapore attractions is the Raffles Courtyard. At Raffles’ long bar, reminiscent of a 1920s Malayan plantation, China outbound travellers can sip an iconic Benedictine- and curacao-based Singapore Sling, invented at Long Bar in 1915.
Across Marina Bay awaits ravaging beauty. Set on 250 acres, the Gardens by the Bay boast alien super trees, a myriad of outdoor gardens, and no less than 1.5 million plants. Go City users can also enjoy staggering city views on a cable car ride from Mount Faber to Sentosa, or learn about Singapore’s fauna at the bird paradise, one of the latest attractions in Singapore. Other new attractions include the MBS SkyPark and the Art Science Museum.
Loved for the walking tour of the jewel-encrusted Grand Palace, authentic floating markets, and the panoramic city views from the King Power Mahanakhon SkyWalk, Bangkok offers an endless list of attractions. Go City offers China tourists a total of over 35 must-dos in Thailand’s capital.
Those seeking a relaxed and flexible itinerary in the city centre should consider hopping on a Chao Phraya River boat. People can indulge in shopping sprees at centralwOrld and conclude the day with blissful Thai massages and entertainment at a vibrant rooftop bar.
Renowned for the demilitarised zone, South Korea’s capital is known for illustrious history. Following a purchase in the Go City WeChat mini programme, Chinese tourists can rent Korea’s traditional costume to take selfies in the famous royal palaces, such as the Gyeongbokgung Palace.
Go City customers can also choose from a wide array of attractions and activities, ranging from exhilarating Everland rides and a leisurely day tour at Nami Island to museum visits and nightlife entertainment in bustling club areas.
From the Sydney Opera House embodying that ‘Hey I’m in Sydney’ feel to the harbour hopper cruise to Manly Beach – Go City offers APAC travellers the best attractions in the capital of New South Wales, also including Taronga Zoo, Harbour Dining Cruises, Sydney Tower Eye, Jet thrill rides and much, much, more.
You could also venture to the Blue Mountains, known for the Three Sisters rock formations and incredible views. Whilst there include the Explorer Hop-on Hop-off Blue Mountains Bus and experience the amazing night sky with Blue Mountains Stargazing. On the way there you could stop at Featherdale Wildlife Park, a must on any trip to the Blue Mountains.
Unpacking the allure of global hotspots for Chinese travellers
As Chinese tourists gradually resume long-haul travel, they’re once again exploring renowned destinations like Paris, London, and New York, and venturing further to other destinations like Oahu and Rome.
London
One of the world’s tallest revolving observation wheels, The Shard View’s open-air sky deck awaits Go City travellers on the 72nd floor. Made of 11,000 glass panels, the modern 309.9-metre-high platform scores with unbroken views of London’s skyline.
The pass includes dozens more London attractions, such as a historical tour of Westminster Abbey. Tourists can experience an adrenaline rush while enjoying the heavenly panorama of London atop The O2. Visitors can also hop on an open-top tour coach or river cruise to check out famous landmarks along the way.
Paris
Undoubtedly one of the top attractions in Paris is Go City’s tour of the Eiffel Tower, a guided climb to the second floor of this A-shaped, wrought-iron lattice tower. Aside from the 300m-high Eiffel Tower or the Disneyland Paris, China outbound travellers should also plot lesser-known places on their Go City itineraries. The pass includes the Parisian brasserie Au Vieu Chatelet, where tourists can savour a creamy Croque Monsieur while enjoying the view along the Seine River. The toasted white bread sandwich with molten gruyere cheese, smoked ham, and Dijon mustard is topped with a buttery béchamel sauce.
New York
For Chinese tourists, New York City’s iconic giants never lose their allure. Top of the Rock’s panoramic views, the Empire State Building’s timeless majesty, and Edge’s thrilling sky-high experience continue to dominate their must-visit lists.
It’s worth noting that they’re now embracing a more diverse range of experiences. And Go City sightseeing passes prove invaluable, offering a plethora of options – from exploring museums to going on cruises or bike tours to discover the city at their own leisure.
As Chinese wanderlust is gearing up for overseas travel in 2024, Go City strives to become their passport to adventure, harnessing the power of the WeChat mini programme. With the company’s robust network, boasting partnerships with over 1,500 attractions, tour operators and agencies, Go City users can look forward to unlocking more authentic and enriching adventures across the globe.
To learn more, search ‘Go City’ mini programme on the WeChat app, and contact APACtrade@gocity.com for trade enquiries.
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