You will be redirected back to your article in seconds

Broadway Sets Its Sights on Chinese Tourists

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.

Tourist audiences have become an increasingly significant component of Broadway sales, with international visitors accounting for close to 20% of all ticket sold in the 2014-15 season. Broadway Inbound’s team-up with Contineo comes after a shift in China’s visa rules that now allows for 10-year travel visas to the U.S., opening up new freedoms for individual travelers from the country.

Travel forecasts estimate nearly one million Chinese visitors will visit New York City this year, and, according to Broadway Inbound vice president Bob Hoffman, research indicates that more than a quarter of Chinese tourists end up seeing a concert, play or other type of live performance while they’re here. The new marketing initiative hopes to snag some of them before they arrive.

The media push comes in tandem to Broadway Inbound’s ongoing outreach to international tour operators, group ticket buyers and travel agents, which includes seminars and workshops as well as ticketing services geared directly to their needs. The company also has marketing partnerships with local firms in in Japan, Germany, Brazil, Australia and the U.K., to tubthump for Broadway in those markets.

Popular on Variety

More Legit

  • Sophia Anne Caruso and Alex Brightman'Beetlejuice'

    How 'Beetlejuice: The Musical' Became a Broadway Turnaround Story

    Christopher Kuczewski is what you’d call a Netherling. It’s a reference to the netherworld inhabitants who populate “Beetlejuice: The Musical,” the off-beat adaptation of the 1988 hit film that’s becoming an unlikely Broadway turnaround story. And that designation, which has been given to superfans of the show, goes a long way towards explaining how a [...]

  • Lena Waithe'The Inheritance' Broadway play opening,

    Lena Waithe, Anderson Cooper Attend Broadway Opening of 'The Inheritance'

    “The Inheritance” pulls viewers in many directions — toward pain and hope, trauma and healing. It’s what brought stars like Andy Cohen, Anderson Cooper, Sarah Jessica Parker, Matthew Broderick and Lena Waithe to Broadway on Sunday — a chance to heal, to remember and grieve. Also in attendance for the premiere at the Barrymore Theater [...]

  • Touching the Void review

    West End Review: 'Touching the Void'

    It shouldn’t work. Attempting to make effective theatre out of scaling a mountain, facing disaster thousands of feet up in the freezing cold and enduring a drawn-out facedown with death is surely a preposterous idea. Yet that is exactly what playwright David Grieg and director Tom Morris and his ideally meshed creative team have done. [...]

  • Hangmen review play

    Martin McDonagh’s 'Hangmen' Coming to Broadway in 2020

    Martin McDonagh’s “Hangmen” will debut on Broadway this spring, the latest in a line of West End transfers to the Great White Way this year. The play, which focuses on the second-best executioner in Britain dealing with his government’s decision to abolish his favorite form of doing away with prisoners, will begin performances on Feb. [...]

  • The Inheritance review

    Broadway Review: 'The Inheritance'

    The real hero of “The Inheritance,” Matthew Lopez’s thoughtful, moving and painfully funny play, is E.M. Forster, the celebrated English author of “Howards End,” “A Room with a View,” “A Passage to India,” and “Maurice,” that last a gay-themed novel published after his death in 1970. It’s quite the literary thrill to find the great [...]

  • Stephen Sondheim's 'Follies' in the Works

    Stephen Sondheim's 'Follies' in the Works as a Movie From Heyday, BBC Films

    David Heyman’s Heyday Films, whose credits include “Gravity,” “Once Upon a Time in Hollywood,” “Marriage Story” and the Harry Potter and Fantastic Beasts franchises, and BBC Films have secured the film rights to Stephen Sondheim and James Goldman’s musical “Follies.” “Follies” will be adapted for the screen and directed by Dominic Cooke, a four-time Olivier [...]

  • Tina Turner The Musical

    How 'Tina: The Tina Turner Musical' Tells the Icon's Traumatic Story

    It wasn’t the response Tali Pelman had hoped to receive. The group creative managing director of Stage Entertainment had traveled to Küsnacht, Switzerland, with one goal in mind: Convince Tina Turner that her life could be the stuff of a successful stage musical. “We walked in the door,” Pelman remembers. “Tina was already there, and she greeted [...]

More From Our Brands

Access exclusive content