Condé Nast is making a play for affluent Chinese travelers, one of the fastest growing groups of travelers.
In 2005, the UN World Tourism Organization predicted that 100 million Chinese tourists would travel abroad by 2020. They have since revised that forecast, saying 100 million tourists will leave the country by 2015, to reflect the latest data.
Hoping to satisfy their travel aspirations, the company is launching Condé Nast Traveler in China through a partnership with Women of China Media, a Chinese agency. Yan Xiao will helm the publication as its editorial director.
“Chinese people are traveling as never before, and they hunger for information. Condé Nast Traveler will fulfill this need,” said Jonathan Newhouse, chairman and chief executive of Condé Nast International.
“Condé Nast Traveler is positioned in the marketplace of China as a balanced mix of leisure interest and elegant living, casual lifestyle and high-end aspiration,” said Xiao.
“Content of the title is tailor-made for China’s growing number of culturally refined and affluent individuals, seeking to satisfy their desire to discover and experience the world’s top luxury travel destinations,” said Xiao. “We hope this magazine will become the ultimate travel companion for affluent Chinese travelers.”
With the launch of Condé Nast Traveler, Condé Nast International will have six publications in China — Vogue, Self, GQ, AD and Modern Bride.
photo credit: condé nast traveler