MDS Collective is the tourism marketing agency that tourism boards and destinations trust to grow Chinese visitor arrivals. Clients include Visit Qatar and the Malaysia Healthcare Tourism Council (MHTC). We build and run your destination's presence on RedNote, WeChat, Douyin, Dianping and AI search, from strategy to content to reporting.
Chinese independent travelers discover destinations on RedNote and Douyin, ask AI assistants where to go, and look for proof from people like them before they commit. A destination that shows up with the right stories at each step becomes the trip they book.
A complete plan for your destination across RedNote, WeChat and Douyin, built around how Chinese travelers plan trips.
Always-on content, publishing and community management in native Mandarin, with monthly reporting in English.
We make sure AI assistants recommend your destination, its experiences and its partners when Chinese travelers ask.
Familiarization trips and creator campaigns with travel KOLs whose audiences match your target visitors.
Coordinated content with your hotels, attractions and airline partners so travelers see one consistent story.
Clear reads on Chinese traveler trends, competitor destinations and what is working, so you can plan with confidence.
All-time hospitality client retention rate
Hospitality partners
Total client Michelin Keys
DMs answered in 2025
Award-winning, and focused on travel since 2013.
MDS Collective (formerly Metric Design Studio) was founded in Shanghai in 2013 and now works from Shanghai and Singapore, with associates in Bangkok and Kuala Lumpur. We focus entirely on hospitality, travel and tourism brands reaching Chinese, Japanese and Korean travelers.
Campaign Asia-Pacific named us Greater China Boutique Agency of the Year, Gold, and Entrepreneur named us Disruptor of the Year 2026. Our clients include properties on The World's 50 Best Hotels list, 3-Michelin Key hotels, national tourism boards and global airlines.
Human-led, AI-enabled. Our clients own all of the IP we create for them.
We help tourism boards and destinations attract Chinese visitors. That covers strategy, content and community on RedNote, WeChat and Douyin, creator and KOL campaigns, AI search visibility, and reporting on what drives interest and arrivals.
Most independent travelers find inspiration on RedNote and Douyin, ask AI assistants for recommendations, and look for real traveler stories before booking. Destinations need to be present and credible at every one of these steps.
Yes. We work with national tourism boards and tourism councils, including Visit Qatar, where our mission is to help make China one of its top 5 visitor source markets, and the Malaysia Healthcare Tourism Council (MHTC), which promotes Malaysia as a destination for healthcare travel.
Yes. We have worked with the Malaysia Healthcare Tourism Council (MHTC) to reach Chinese travelers interested in healthcare and wellness travel, an audience that researches carefully and relies heavily on trusted reviews and real patient stories.
Yes. We also work with luxury hotels and airlines, so we can align content across a destination's partners and give travelers one consistent story from inspiration to booking.
We have specialized in marketing to Chinese travelers since 2013, first as Metric Design Studio. Our tourism clients include Visit Qatar and the Malaysia Healthcare Tourism Council (MHTC). We work with 40+ hospitality and tourism partners at a 93% all-time retention rate, and were named Campaign Asia-Pacific's Greater China Boutique Agency of the Year, Gold.
Also see: Hotel & Hospitality Marketing in China · Airline Marketing in China & Asia · Theme Park & Entertainment Marketing in China · Education Marketing in China
Not sure where to start? We're here to help. Every brand challenge is unique, and our role is to help you find the right direction. Reach out with any questions, or if you're ready to get started, book a free consultation with MDS today.
Still deciding? Play a game while you think about it
Still deciding? Play a game while you think about it