Broadway Inbound Sets Its Sights on Chinese Tourists
By Gordon Cox
With almost a million tourists from China due to visit New York City this year, Broadway is beefing up its outreach to Chinese travelers through a new partnership with a Shanghai-based marketing firm.
The push steps up the activity in the Chinese tourism market already underway from Broadway Inbound, the arm of the Shubert Organization focused on ticketing and group sales to the international travel industry. Through its new partnership with Contineo, Broadway Inbound aims to drum up Broadway’s profile in Chinese travel publications, both consumer and trade, in order to attract theatergoers and encourage them to book tickets in advance of their trip.