Argentina presents significant natural diversity alongside a vibrant cultural landscape. In recent times, it has been progressively implementing strategies to draw Chinese tourists, catering to their preferences by introducing digital payment options and providing guides fluent in Mandarin. This presents multiple avenues to enhance tourism from China, yielding economic advantages for local industries and the potential to establish the country as a leading destination within Asia’s tourism landscape. In 2024, Chinese tourists are projected to dominate global international tourism expenditure, allocating approximately US$250 billion, in contrast to the US$180 billion spent by tourists from the United States. They significantly exceed other travelers in terms of total expenditure and average spending per trip. They represent over one-third of global luxury expenditures. A discernible trend is emerging, characterized by an increasing preference for personalized experiences and the allure of exotic destinations.
In China, integrated digital payment systems within applications like Alipay and WeChat Pay prevail over traditional credit card and cash transactions. The lack of these systems in Argentina presented a significant hurdle for Chinese tourists regarding payment transactions. However, the situation began to evolve with the incorporation of Chinese payment platforms into the local market, exemplified by the partnership between PVS and UnionPay, which streamlines transactions via QR codes. Individuals with elevated earnings Chinese tourists, having explored the globe’s primary travel destinations, are now turning their attention to a novel experience: cruises to Antarctica. The International Association of Antarctica Tour Operators reports that a record 9,384 Chinese tourists visited the frozen continent during the 2023-24 season, with expectations for continued growth in this figure. The majority of travelers first land in Buenos Aires before proceeding to Ushuaia, the departure point for these cruises. At each stop, expenditures are allocated towards accommodation, meals, and recreational pursuits.
Happy Together (1997), a notable work by the esteemed director Wong Kar-Wai, was predominantly shot in Buenos Aires. Annually, it attracts Chinese tourists who pursue the sites where the narrative takes place, including Bar Sur in San Telmo. This phenomenon underscores the cultural potential inherent in Argentina’s country brand, particularly within the perceptions of certain Asian nations, thereby creating new avenues for growth in the cultural tourism sector. The Chinese traveler emerges as an unplanned representative for Argentina. Argentina is the nation positioned at the greatest distance from China. In selecting a remote destination, individuals who appreciate the landscapes and culture of Argentina invariably assume the role of spontaneous ambassadors for the nation. A sequence of measures will be crucial in solidifying this trend. The primary objective is to enhance air connectivity between Argentina and China, a goal that is already being realized with the introduction of a new route operated by China Eastern Airlines, linking Buenos Aires to Shanghai. Argentina must enhance the range of payment options designed for Chinese tourists, highlighting initiatives like the strategic partnership between Pagos Virtuales del Sur and UnionPay in Argentina, enabling UnionPay users to transact at local establishments through QR codes.
The experience of Chinese tourists at their destinations could be improved by increasing the availability of signage in Chinese and providing amenities that align with their preferences, including slippers, electric kettles in hotel rooms, and Chinese food options at buffets. Argentina’s appeal as a tourist destination for Chinese travelers may be enhanced through focused marketing efforts on Chinese social media platforms. A tourist who enjoys a fulfilling experience during their visit and returns home with souvenirs and narratives for friends and family simultaneously disseminates Argentine culture within their community, thereby reinforcing the ties between the nations.