Guanxi, a specialist in the outbound Chinese travel market, and Gondens International, known for their expertise in Latin America and the Caribbean, have signed a Memorandum of Understanding (MOU). The partnership is designed to utilise the expertise of both organisations to drive tourism and strengthen the ability of brands in Latin American and Caribbean markets to attract and retain Chinese travelers.
Helena Beard, Founder and Managing Director of Guanxi, said, “The collaboration between Guanxi and Gondens International marks a significant milestone in bridging the gap between Chinese travelers and the rich experiences offered by destinations in Latin America and the Caribbean. We are excited to combine our expertise to unlock new opportunities,”
Federico Gonzalez Denton, Gondens’ Founder and Managing Director, stated “This alliance enables us to take destination development and stakeholder engagement to the next level by tapping into Guanxi’s deep understanding of the Chinese market. Together, we aim to make Latin American and Caribbean markets even more attractive to Chinese travelers.”
Key focus areas of the collaboration include:
- Strategic project support: Joint initiatives to foster sustainable growth of Chinese visitors in the region including Chinese travel trade events, sales missions and fam trips, Chinese social media marketing, and public relations.
- Promotion and knowledge sharing: Co-authoring industry insights and promoting expertise through forums and events.
- Enhanced networks: Leveraging combined contacts across the travel trade, media and airlines to create mutually beneficial opportunities.
The recovery of China’s outbound tourism is now accelerating, following an extended period of closed borders. In 2024, approximately 130 million Chinese tourists traveled abroad, approaching 90% of pre-pandemic levels. China is expected to return as the world’s largest outbound tourism source by 2030.
Latin America, Brazil, Argentina, Peru, Chile and Colombia saw over 60% year-on-growth in Chinese arrivals in 2024 while in the Caribbean region, Chinese tourist arrivals are a small but growing segment.
This MOU represents a shared vision of fostering profitable, sustainable tourism development while contributing to the economic growth of destinations in the Caribbean and the rest of Latin America.
To finds out more visit Guanxi’s website.
