In the last two years, Spain has seen a rapid increase in the number of Chinese travelers visiting the country, with 300,000 arrivals in 2015, a 15% year-on-year increase from 2014. In order to meet the Spanish government’s target of reaching 1 million Chinese visitors by 2020, Turespaña tasked Dragon Trail to design and develop a website to help Chinese travelers plan their trips to the country.
In Turespaña’s new Chinese website, which is hosted in China and optimized for mobile, visitors are introduced to Spain through a series of high-impact full-screen images. Each photo has been carefully selected to represent a key theme: experiences are represented by flamenco, football and tapas, attractions by the iconic Royal Palace of Madrid and destinations by the cities of Madrid, Granada and more.
In addition to a guided navigation experience, users can search for information through a discoverable menu. The website’s content has been adapted to reflect Chinese travelers’ interests, and was based on the analysis of Chinese online travel platforms, including travel review sites Mafengwo and Qyer, OTAs Qunar and Ctrip, and search engines Baidu, Sohu and Qihoo 360.
For a more realistic image of Spain, users can view the User Generated Content (UGC) photo gallery with photographs taken by Chinese visitors during their trips to Spain. The images have been collected through an interactive WeChat campaign, which also played an important role in announcing the website’s launch on social media.
“When it comes to creating and maintaining professional, attractive, and effective websites, Dragon Trail is an excellent company, especially when there is the added difficulty of working in different languages during the project: Spanish, Chinese, and English in our case. It has been a pleasure working with them.” -Darío Polo Counsellor of Tourism Embassy of Spain in Beijing