European Brands Gain Access to China’s $250 Billion Outbound Tourism Market with TruReach China Launch in Europe
COLOGNE, GERMANY – September 16, 2025 – TruReach China, the exclusive agent of Alibaba’s Fliggy in Germany, has officially launched in Europe, providing European brands with new access to China’s booming outbound tourism market. This launch comes at a crucial time as Chinese travellers are resuming international travel and have spent over $250 billion globally in 2024 (Source: Statista 2025).
TruReach China is the brainchild of Reach MENA (www.reachmena.com), an end-to-end marketing agency that specializes in targeting affluent Chinese travellers. The company’s CEO, Mazen Hallaway, spoke about the need for European brands to effectively connect with Chinese travellers, stating, “For too long, Europe’s tourism destinations, hospitality groups, and luxury retailers have existed at the margins of China’s digital universe. Yet China is not simply a market; it is a self-contained ecosystem where travel inspiration, decision-making, and bookings converge. With TruReach China, we are not just opening a pathway, we are reshaping how Europe engages with the world’s most influential travellers and highest spenders on luxury retail.”
TruReach China offers a full-funnel solution that is built around Alibaba’s Fliggy ecosystem. This includes Strategy (research, trend tracking, competitive benchmarking), Creative (concept development, content creation), Media (planning, buying, execution), Social (setup, community management, amplification), and PR (influencer management, media relations). The company’s Chief Growth Officer, Maher Ghazal, emphasized the significance of this comprehensive approach, stating, “Positioned as a dedicated end-to-end marketing agency, we address this gap with a full-funnel solution built around Alibaba’s Fliggy’s ecosystem.”
TruReach China’s services enable tourism boards, luxury retail brands, duty-free shops, airlines, and hospitality brands to engage with millions of Chinese travellers within their preferred digital ecosystem. Furthermore, the company also offers the ability to measure the true impact of their campaigns.
The launch of TruReach China in Europe marks a significant expansion for Reach MENA, and the company has plans to further expand into other European markets in the near future. For media inquiries or more information about TruReach China, please contact:
FAKTOR 3 AG
André Hoffmann
Kattunbleiche 35
D-22041 Hamburg
Tel.: +49 40 679446-0
E-Mail: a.hoffmann@faktor3.de
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.