Chinese Traveling As Never Before, And They Hunger For Information
Conde Nast is banking on China's growing interest in outbound travel
With a travel market worth some $232 billion as of last summer and travelers taking 70 million overseas trips in 2011—expected to swell to over 80 million trips this year and 100 million by 2020—China has undoubtedly become a globetrotting nation. Adding to this growth the reliance of China’s consumer class on glossy magazines for info on all things luxe, and things are looking up for Condé Nast Traveler, which recently announced plans to launch in China.
According to Jonathan Newhouse, chairman and chief executive of Condé Nast International, the group will partner with Women of China Media, a top journalistic agency in China, to publish the magazine and create branded digital products. The China team will include Yan Xiao, editorial director, Ella Wong, operational director, and Johnny Pan, advertising director.
In his statement last Tuesday, Newhouse continued, “Chinese people are traveling as never before, and they hunger for information. Condé Nast Traveler will fulfill this need.” Xiao added:
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. 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. We hope this magazine will become the ultimate travel companion for affluent Chinese travelers.
The launch of Condé Nast Traveler brings to six the number of brands published by Condé Nast International in China, in partnership with Chinese media organizations. The other titles are Vogue, Self, GQ, AD and Modern Bride.
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