April 24, 2025
Guanxi and Gondens International Join Forces to Drive Chinese Tourism Growth in Latin America and the Caribbean.
Guanxi, a leading specialist in the outbound Chinese travel market, and Gondens International, renowned for their expertise in destination development and stakeholder engagement in Latin America and the Caribbean, are proud to announce the signing of a Memorandum of Understanding (MOU). This strategic partnership is designed to leverage the combined expertise of both organizations to drive sustainable tourism growth and strengthen the ability of travel and tourism brands in Latin American and Caribbean markets to attract and retain Chinese travelers.
New opportunities for Latin America and the Caribbean
“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,” said Helena Beard, Founder and Managing Director of Guanxi.
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.”
China to Bogota – a new direct flight coming soon?
“With the recent decision by the Colombian government to update the visa requirement for Chinese citizens with the aim to facilitate travel exchange between the two countries, combined with the ongoing discussions to establish a direct flight between Beijing and Bogota, this new alliance between our companies is perfectly positioned to assist Colombia to tap into the ever growing and lucrative Chinese travel market” added Federico Gonzalez Denton.
Key Focus Areas of Collaboration:
- 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 and has seen a remarkable recovery in recent years. 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.
Growing numbers of Chinese arrivals to Latin America
In 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, with a focus on multi-center cruise and touring product.
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.
About Guanxi
The Guanxi Group specializes in Chinese social media, public relations, trade sales representation, and market research, ensuring travel businesses and tourism providers can effectively engage with Chinese tour operators and travelers. The company also offers China Welcome Training to help airports, retailers, hotels and attractions prepare for Chinese visitors.
The Guanxi Group operates from offices in the UK and China, combining local expertise with global outreach. Their work includes partnerships with Chinese tour operators, influencers, and travel platforms like Mafengwo, Qyer, and Ctrip, ensuring brands gain traction in the Chinese market, and clients include London Gatwick Airport, Samoa Tourism Authority, London North Eastern Railway, City Cruises and Malmaison Hotels.
About Gondens International
Gondens International is a consultancy firm based in Medellín, Colombia, specializing in tourism business development, government and corporate affairs, marketing, market research, and strategic planning across Latin America and the Caribbean.
The company has worked with Fortune 500 companies, non-profits, and entrepreneurial firms, offering tailored solutions to address their needs in an ever-changing business environment.
For more information, please contact:
Helena Beard
Founder and Managing Director
Guanxi
[email protected]
Federico Gonzalez Denton
Founder and Managing Director
Gondens International
[email protected]