The rapid growth of China's economy and consumer culture has led to the rise of a potentially lucrative demand sector in the form of middle-class Chinese looking for global travel adventures, writes Larry Mogelonsky, founder and president of LMA Communications. The most effective marketing channels for reaching this sector are local travel blogs and social media, Mogelonsky writes. "The Internet has been transformative in the way we do business, and China is no different in this regard. The consumer drives the conversation, and if you want to build awareness and develop a customer following in this market, you have to get on social media," Mogelonsky writes.

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