The last three years have been some of the most challenging and inspiring of my career. Throughout the successive pandemic-related lockdowns and resulting shifts in economic activity and human behavior, GroupM and its clients have adapted and invested to come out stronger and better prepared for the years ahead.
This agility and vibrancy have been amazing to watch as our GroupM people have rebounded from a very difficult December when many people personally experienced the impacts of a large wave of COVID-19 infections. In January, I, along with my colleagues and hundreds of millions of other Chinese, traveled to celebrate the Chinese New Year (CNY), ushering in a new year of prosperity and revitalization. In a sign of how quickly China is returningto life beyond the zero-COVID policy, the Ministry of Culture and Tourism reported that the number of trips during 2023 CNY increased by 23.1% over 2022 and revenue from domestic tourism increased by 30%.
Now back in our offices,we are looking forward to a year of growth. GroupM’s advertising forecast for China calls for 6.3% growth in 2023 with further 6.4% growth in 2024.Those increases will be especially felt in performance marketing, e-commerce and social, including social commerce where we continue to invest in strengthening our talent and capabilities in service of our clients.Last year we added more than 3,000 certificates from partner platforms such as ByteDance,Baidu,Alibaba and Tencent,an increase of 56% over 2021.Expertise in these platforms is pivotal as all four rank among the top 10 global sellers of advertising.
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