‘Demand is only part of it’: Versa on unlocking Chinese touring
From complex permitting, to cultural approvals and financial peculiarities, the company says cracking the Chinese market relies on local partnerships
News By Ciaran Donnelly | 16 September 2026
Overseas agents are struggling to “parse” the wealth of tour offers from mainland China, with overseas acts exposed to risk around permitting and financial regulations, according to Talent Buying company Versa.
The company, which recently passed $100 million in talent buying deals in 2026, aims to partner with overseas tours to make “sophisticated local buying easier” in China and other East Asian markets, telling IQ that longstanding government relationships are a commonly neglected strategic pillar for overseas tours.
As well as working…
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