Sedlinger & Associates is a boutique tourism marketing consultancy specializing in the Greater China outbound travel market. Since 2000, the firm has focused exclusively on helping international destinations, hotel groups, tourism boards, retailers, transportation provider and travel brands understand, access, and grow their share of Chinese outbound travelers. Combining long-term, on-the-ground experience with deep relationships across China’s travel trade, Sedlinger & Associates provides practical, market-driven guidance and representation tailored to the realities of the Chinese travel ecosystem.
Sedlinger & Associates was founded to bridge the gap between international tourism organizations and the rapidly evolving Greater China outbound travel market. Operating from offices in Hong Kong and Beijing, the firm has spent more than two decades immersed in China’s travel industry, building trusted networks with tour operators, travel agencies, online travel platforms, and other key stakeholders.
The consultancy’s mission is to help clients make informed, profitable decisions about how to position, promote, and sustain their presence in the Chinese outbound market. Rather than offering generic marketing advice, Sedlinger & Associates focuses on practical, experience-based strategies grounded in real market behavior and long-term relationships.
Sedlinger & Associates provides in-depth advisory services on the Greater China outbound travel market. This includes analysis of traveler trends, distribution channels, competitive positioning, and opportunities for destinations and brands to differentiate themselves. Advisory work is tailored to each client’s objectives, whether entering the market for the first time or recalibrating an existing strategy.
The firm acts as a local representative for international tourism organizations within the Chinese market. This can include maintaining relationships with travel trade partners, participating in industry events, coordinating joint promotions, and serving as a consistent point of contact for Chinese stakeholders. Representation is designed to provide clients with a credible, continuous presence in China without requiring a full local office.
Sedlinger & Associates supports clients in designing and executing marketing and promotional initiatives aimed at Chinese outbound travelers and the travel trade. This may involve trade-focused campaigns, co-operative marketing with key partners, targeted messaging for specific segments, and guidance on how to adapt global brand positioning to Chinese audiences. The emphasis is on campaigns that are realistic, measurable, and aligned with local market dynamics.
Since 2000, Sedlinger & Associates has worked within the Greater China travel ecosystem, giving the firm a long-term view of how the outbound market has developed and how it continues to change. Over the years, the consultancy has collaborated with a range of international destinations and tourism-related organizations seeking to build sustainable business from Chinese travelers.
The consultancy has worked for hotel groups such as Steigenberger Hotels / Deutsche Hospitality and HR Group / Revo Hospitality, for holiday resorts such as Weisse Arena / LAAX, destinations such as Salzburg City Tourist Board, Innsbruck City Tourist Board, Upper Austria Tourism Board and Brussels City Tourist Board, marketing alliances such as Historic Highlights of Germany, DMC incoming operators such as Studiosus Travel, as well as transportation providers such as Majestic Imperator Train de Luxe and European Sleeper.
The firm’s credibility is further reinforced by its industry involvement and professional networks, including membership in relevant hospitality and tourism alliances. Its track record is built on practical results, long-standing relationships, and a reputation for honest, experience-based advice. Its founder, Oliver Sedlinger, has been mentioned or quoted in many publications, including Skift, TTG Asia, Channel News Asia, Straitstimes and China Daily.
Sedlinger & Associates focuses specifically on the outbound travel market from Greater China, including mainland China, Hong Kong and Taiwan. The firm understands the unique characteristics of Chinese travelers, the role of the travel trade, the importance of digital platforms, and the regulatory and economic factors that shape demand.
This specialization allows the consultancy to help clients navigate questions such as which segments to prioritize, how to work effectively with Chinese partners, and how to adapt products and messaging to local expectations while preserving brand integrity.
The firm’s approach is hands-on and relationship-driven. Rather than relying solely on desk research or short-term campaigns, Sedlinger & Associates emphasizes long-term engagement with the market and its stakeholders. Recommendations are grounded in direct experience, ongoing conversations with partners, and a practical understanding of what works in China and what does not.
Each engagement is customized: the consultancy works closely with clients to clarify objectives, identify realistic opportunities, and design strategies that fit both the client’s resources and the realities of the Chinese outbound market. The goal is to build sustainable, mutually beneficial business rather than one-off promotional spikes.
Hong Kong Office
Sedlinger & Associates
Sterling Centre
Cheung Sha Wan, Kowloon
Hong Kong SAR
Beijing Office
Sedlinger & Associates
Chaoyang District
Beijing
People’s Republic of China
Email: office@sedlinger.com
(Additional phone and fax numbers may be listed on the main website.)
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Homepage: https://www.sedlinger.com
Last updated: 2026-06-30
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