Interview with Liu Wong
Journalist, researcher and professor of tourism marketing
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Liu Wong
Journalist, researcher and professor of tourism marketing
Liu Wong is a prominent journalist, researcher and professor of tourism marketing from China, with a solid track record in the analysis and development of innovative strategies to promote tourism destinations.
With more than 15 years of experience, he has worked in the media and as a consultant for international organizations, combining his knowledge in communication and tourism.
As an academic, he has taught at prestigious universities in Asia, specializing in digital marketing and sustainable tourism. His work has contributed significantly to putting Chinese destinations on the global map and fostering cross-cultural understanding through tourism.
What led you to become interested in tourism marketing as a field of research?
Tourism marketing has always fascinated me because it combines two of my great passions: travel and communication. In China, tourism has grown exponentially, and I realized that I could add value by analyzing how to connect destinations with tourists through innovative strategies. This field not only promotes local economies, but also fosters cultural understanding, something I consider vital in a globalized world.
How do you think tourism can influence China's international relations?
Tourism has a unique diplomatic power. When Chinese tourists visit other countries, they take aspects of our culture with them, while those who visit China experience our rich heritage directly. This can break down barriers and build bridges of understanding. I firmly believe that tourism is a key tool to improve the global perception of China and build relationships based on mutual respect.
What challenges does tourism marketing face in China today?
The main challenge is market saturation. Many destinations are competing fiercely for tourists' attention. In addition, sustainability has become an urgent concern, as mass tourism can damage natural and cultural resources. There is also the challenge of digitization, where online platforms must be more creative and personalized to capture the attention of modern travelers.
How does technology impact tourism and its promotion in your country?
Technology has revolutionized all aspects of tourism, from planning to the traveler experience itself. In China, platforms such as WeChat, Douyin (TikTok) and Ctrip have changed the way tourists discover and book destinations. Artificial intelligence-powered chatbots enable immediate and personalized responses, while big data helps identify trends and design more effective marketing strategies. In addition, the use of augmented reality (AR) and virtual reality (VR) offers tourists the possibility to virtually explore destinations before visiting them. However, the challenge lies in integrating these technologies without losing the human component of tourism. The key is to balance technological efficiency with the emotional touch that people seek when traveling.
What role do social networks play in travelers' decisions?
Social networks are fundamental. Today's travelers seek inspiration from visual platforms and rely on the opinions of other users. In China, platforms such as Xiaohongshu (Little Red Book) are more influential than traditional media. This poses a challenge for destinations: staying authentic while leveraging these tools to attract a mass audience.
How can a destination stand out among so much global competition?
A destination must tell authentic and unique stories that highlight its cultural values. It's not just about showcasing beautiful scenery, but offering experiences that resonate emotionally with travelers. In China, for example, we have learned that local stories and well-told traditions can attract a more diverse and engaged audience.
What are your thoughts on sustainable tourism and its application in China?
Sustainable tourism is essential to ensure that natural and cultural resources can be enjoyed by future generations. In China, the challenge is great due to the size of the population and the rapid growth of domestic tourism. However, there is remarkable progress.
For example, projects are being developed that promote ecotourism in rural areas, integrating local communities into decisions. The use of public transportation and electric vehicles is also being encouraged in key tourist destinations. In addition, educational campaigns seek to raise awareness among both tourists and businesses about the importance of reducing waste and respecting ecosystems. Despite this progress, much remains to be done, especially in the regulation and monitoring of sustainable practices in the private sector.
¿Qué papel juega la educación en el desarrollo del marketing turístico?
La educación es el pilar fundamental para formar profesionales capaces de enfrentar los retos del sector turístico. En mis clases, trato de inculcar una visión estratégica y ética. Los estudiantes necesitan entender no solo las herramientas del marketing, sino también su impacto en las comunidades y el medio ambiente. Formar líderes responsables es mi principal objetivo.
¿Cómo se imagina el futuro del turismo en China en los próximos 10 años?
Imagino un turismo más digital, sostenible y personalizado. Con tecnologías emergentes como el metaverso, los destinos podrían ofrecer experiencias inmersivas incluso antes de viajar. También veo un enfoque creciente en destinos rurales y menos conocidos en China, promoviendo un turismo más equilibrado. Sin embargo, el éxito dependerá de cómo manejemos los retos ambientales y sociales.
¿Qué consejo le daría a los jóvenes interesados en el marketing turístico?
A los jóvenes interesados en el marketing turístico, les recomendaría mantener una actitud curiosa, creativa y abierta al aprendizaje continuo. Este es un campo dinámico que combina habilidades técnicas, como el análisis de datos y la gestión de plataformas digitales, con cualidades humanas como la empatía y la sensibilidad cultural. Es fundamental comprender cómo conectar con audiencias diversas y crear experiencias significativas. Les sugiero explorar tanto las últimas tendencias tecnológicas como las bases éticas del turismo.
Conocer la importancia de la sostenibilidad y el impacto social del turismo es clave para desarrollar estrategias responsables. Además, viajar y conocer distintas culturas amplía la perspectiva y enriquece su capacidad de comunicación. Nunca olviden que el turismo no solo mueve economías, sino que también tiene el poder de transformar comunidades y vidas.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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