Maxim’s Chinese Cuisine taps Dianping to drive Golden Week dining footfall

Maxim's Chinese Cuisine has joined Dianping’s (大眾點評) flagship Golden Week outbound travel campaign as its exclusive Hong Kong dining partner, bringing a curated selection of culinary experiences and promotional offers to Mainland visitors via one of China’s lifestyle and review platforms.

Golden Week remains a vital travel period for Mainland consumers and a critical driver for Hong Kong’s tourism, retail, and F&B sectors. According to estimates from the Hong Kong Immigration Department, approximately 1.29 million Mainland visitors are expected to enter the city via sea, land, and air control points during this year's National Day Golden Week.

As travellers increasingly rely on digital platforms to research destinations, discover restaurants, and map out itineraries before departure, dining choices are frequently made well before setting foot in Hong Kong. Leveraging Dianping’s extensive user reach and travel-intent audience, the campaign aims to engage visitors early in their trip-planning phase, seamlessly guiding them from destination inspiration to in-city dining.

Working closely with Dianping, Maxim's Chinese Cuisine and Maxim's Group digital business team developed an integrated strategy combining platform visibility, targeted dining deals, and destination-focused content to drive awareness among high-intent travellers.

The campaign features prominent placements across Dianping's Golden Week campaign ecosystem - including dedicated hubs, branded landing pages, and high-traffic channels- allowing travelers to conveniently discover and purchase dining deals prior to their trip.

The campaign is built around a data-driven, travel-lifecycle marketing strategy designed to engage Mainland travellers at every stage of their journey, from pre-trip inspiration and dining discovery to advance purchase, in-destination dining redemption and post-trip sharing.

Rather than relying solely on discount-driven promotions, the initiative takes a data-driven approach by leveraging travel intent, dining preferences, and consumer insights. By consolidating content discovery, trip planning, and digital meal purchases into a single ecosystem, the strategy effectively shortens the path from travel inspiration to restaurant footfall.

Eileen Tang, head of digital business, Maxim's Group, said: "As travel and dining decisions become increasingly digital, partnerships with leading platforms such as Dianping allow us to engage consumers earlier in their journey and showcase Hong Kong's dining experiences through more targeted and relevant interactions. This collaboration represents another important step in expanding our reach among Mainland visitors through data-driven marketing and digital innovation." 

To support the activation, Maxim's Chinese Cuisine has tailored a range of Golden Week exclusive dining packages designed for various traveler segments and occasions. The offers allow visitors to explore Hong Kong’s rich culinary heritage while benefiting from advance digital purchases and smooth on-site redemption.

Ken Tsang, head of sales and marketing, Maxim's Chinese Cuisine, said:" Golden Week is one of the most critical travel seasons for Hong Kong's hospitality sector. By tapping directly into the Mainland digital ecosystem through our strategic partnership with Dianping, we are meeting modern travellers where they are. Our goal is to seamlessly accompany Mainland visitors across their entire travel lifecycle—from pre-trip discovery and digital deal purchasing, to effortless in-trip dining redemption, and post-trip community sharing. Leveraging data-driven digital channels allows us to build meaningful, direct connections with our guests while cementing Maxim’s Chinese Cuisine as a non-negotiable, must-visit culinary destination in Hong Kong." 

The collaboration reflects a broader industry shift toward deeper integration between hospitality brands and digital lifestyle platforms. By combining Dianping's consumer reach with Maxim's Chinese Cuisine's extensive restaurant network, the partnership establishes a mutually beneficial model that enhances visitor experiences, boosts restaurant traffic, and supports the recovery of Hong Kong's broader tourism economy.

The effectiveness of the campaign is measured through a combination of awareness, engagement and conversion metrics, including campaign exposure, traffic to dedicated landing pages, offer purchases, coupon redemptions, restaurant visits and sales performance generated through Dianping. Maxim's Chinese Cuisine also evaluates the partnership based on its ability to engage high-intent Mainland travellers and support customer acquisition during the Golden Week period.

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