American Express Publishing Corp. in October will launch Travel + Leisure magazine in China, its fifth international edition since the debut of Spanish, Russian, Turkish and Australian versions.
The Chinese-language Travel + Leisure is being published in conjunction with Wen Hui Xin Min United Press Group, a Shanghai-based publisher of 17 local newspapers and magazines. A monthly, the newsstand-driven title will have an initial distribution of 100,000, targeting high-density cities like Shanghai and Beijing. The cover price is 20 renminbi, or $2.47 at yesterday's exchange rate.
Travel + Leisure China will target a rising class of affluent and educated travelers in China. The World Trade Organization estimates 100 million Chinese will travel overseas by 2020, making them the fourth largest source of global travelers.