New Shopping Magazine Targets Chinese Tourists Returning to the U.S.
Photo Credit: Galerie watch spread. i2i Group China
Skift Take
Rather than looking for Chinese travelers dreaming of a U.S. trip or trying to rope them in, Galerie's serious about going where the money is with repeat travelers even though its distribution model presents a lot of challenges.
Last year 2.2 million Chinese travelers visited the U.S. with 1.4 million of them on repeat trips.
For many of them shopping is the main draw for visiting and they certainly come bearing cash and forgo luxurious accommodations in favor of their shopping budgets.
That's why publisher i2i Group China launched Galerie, a print magazine created specifically for Chinese travelers visiting the U.S. on return trips to entice them to shop during their trip, and to tell them where to do it. The magazine only aims to reach repeat travelers to the U.S. who aren't part of tour groups. Tour groups, t
