TruReach China, a new brand under Reach MENA, has announced its European launch, providing European brands with access to China’s $250 billion outbound tourism market. The brand is the exclusive agent of Alibaba’s Fliggy in Germany and marks the first step in Reach MENA’s expansion into European markets.
While Chinese travellers spent over $250 billion globally in 2024, European brands have struggled to effectively connect with this lucrative market. According to Mazen Hallaway, CEO of Reach MENA and founder of TruReach China, this is due to the fact that China operates as a self-contained ecosystem where travel inspiration, decision-making, and bookings all converge.
“We are not just opening a pathway, we are reshaping how Europe engages with the world’s most influential travellers and highest spenders on luxury retail,” said Hallaway.
TruReach China offers a full-funnel solution built around Alibaba’s Fliggy ecosystem. This includes strategy, creative, media, social, and PR services. The company aims to help tourism boards, luxury retail brands, duty free shops, airlines, and hospitality brands engage with millions of Chinese travellers in their preferred digital ecosystem, while also providing measurement of campaign impact.
“We address this gap with a full-funnel solution built around Alibaba’s Fliggy’s ecosystem,” said Maher Ghazal, Chief Growth Officer of Reach MENA. “TruReach China includes strategy, creative, media, social, and PR services to enable European brands to effectively engage with Chinese travellers and measure the impact of their campaigns.”
For more information, please contact:
FAKTOR 3 AG
André Hoffmann
Kattunbleiche 35
D-22041 Hamburg
Tel.: +49 40 679446-0
E-Mail: a.hoffmann@faktor3.de
This news story was distributed by Pressat on Tuesday 16 September, 2025.
