The Asia-Pacific, or APAC, region has long been a powerhouse in global tourism, and as the world emerges from the novel coronavirus pandemic, the significance of the area has grown even more, said travel industry experts at the Arabian Travel Market in Dubai, United Arab Emirates.

As one of the most influential forces in the region, Chinese tourists are shaping tourism trends worldwide and driving destinations and travel platforms to adapt and innovate.

Industry leaders understand how destinations including Dubai and Saudi Arabia and leading platforms including Trip.com are evolving to meet the needs of the post-pandemic travelers, reconnecting with Chinese tourists, and tapping into the broader APAC market.

Dubai has emerged as a leader in attracting APAC travelers, particularly Chinese tourists, by focusing on targeted digital strategies.

Shahab Shayan, regional director for Asia Pacific at Dubai's Department of Economy and Tourism, highlighted that success lies in localized digital engagement, and said the city has excelled in platform-specific marketing by tailoring content to the unique digital behaviors of travelers in each market.

For example, in China, Dubai engages with travelers through Little Red Book for lifestyle content, and Douyin for short-form videos that capture attention quickly.

"Consistency is key," Shayan said, stressing that the digital landscape demands ongoing engagement.

Dubai's success can be attributed to its long-term China-ready strategy, which includes smooth payment integration through Alipay and WeChat Pay, systems that are familiar to Chinese visitors.

Additionally, he said, Dubai has embraced cultural hospitality through such things as its celebration of Chinese New Year and by offering Mandarin language-training for local workers.

With visa-on-arrival policies in place since 2016, Dubai has positioned itself as a prime destination for Chinese tourists, as evidenced by the more than 820,000 Chinese visitors who chose it in 2024, a 31-percent increase on the previous year, Shayan added.