Marketing solutions for China and the World

Driving Sales Through a RedNote Campaign

Dragon Trail delivered a KOC influencer campaign for Disneyland on leading Chinese social media platform RedNote/Xiaohongshu that surpassed KPIs by more than 2 million impressions and significantly increased admissions sales across four different Chinese OTAs.

The campaign shows that when used correctly – with the right target audience, content, and integration with OTAs – RedNote can offer strong, short-term sales value to tourist attractions in addition to longer-term branding and inspiration.

Leading a Country’s First-Ever Chinese Media FAM Trip

Dragon Trail organized and led the first-ever FAM trip for Chinese media and KOLs to visit the Sultanate of Oman. The one-week trip resulted in 162 pieces of media coverage, attracting more than 12 million views.

Content published by the participating KOLs and journalists can be found across a wide media matrix, including WeChat and WeChat Channels, Weibo, RedNote (Xiaohongshu), QQ, Douyin, Kuaishou, Mafengwo, Qyer, Dianping, Ctrip, media platforms Huxiu, Toutiao, 163, and Baijiakou, and radio. From luxury hotel stays to camel rides in the desert to Oman’s visa-free policy, the articles, videos, diaries, and travelogues reveal the selling points of this hidden gem destination to Chinese visitors.

Launching a New Training Program for the Travel Trade

Dragon Trail helped Tourism New Zealand to upgrade their Chinese travel trade marketing with the launch of the all-new 100% Pure New Zealand Specialist Program, attracting more than 1,500 sign-ups in just two weeks. With an 8-part foundation plus continuously updated advanced courses for continued learning, the New Zealand Specialist Course covers everything from climate and wildlife, to Māori culture and Minecraft. It's easily accessible through the Training section of the Tourism New Zealand Trade Marketing Hub, and hosted through Dragon Trail's China Travel Academy.

Introducing China to a Fresh Drinks Brand

Premium British gin brand Whitley Neill wanted to expand its footprint in the Chinese market, especially reaching and educating young professionals and food & drink enthusiasts through online and offline engagement. Our campaign reached more than 4.6 million Chinese consumers, particularly in the target market of Shanghai, substantially increasing awareness of the new brand. To achieve these results, we worked with lifestyle media and KOL and KOC influencers to promote brand awareness and e-commerce sales across six social media platforms, created an interactive WeChat campaign, and organized an offline cocktail mixing masterclass at one of Asia’s 50 Best Bars.

Creating an Interactive WeChat H5 Campaign Series for an Airline

Dragon Trail designed two WeChat-based H5 lucky draw campaigns for Air France for Chinese New Year and Singles' Day, to create buzz and increase awareness and interaction with Chinese consumers. Both campaigns spurred fan growth for Air France's WeChat account, and received significant page views.

Running Virtual Fam Trips for the Travel Trade

As part of a virtual roadshow to prepare for the successful recovery of Chinese tourism to South Africa, South African Tourism's Beijing office held a series of virtual fam trips. With three days of rich presentations from Beijing and throughout South Africa, the fam trips transported hundreds of Chinese travel trade professionals to South African hotels, national parks and more, using Dragon Trail’s all-in-one virtual event platform on WeChat mini-program and web.

“The South Africa virtual roadshow in China, developed by Dragon Trail, succeeded in creating and strengthening meaningful business connections between our local and Chinese partners. The ‘virtual FAM’ webinar sessions, carried out alongside the 1:1 business meetings, added a dynamic content element to showcase the destination to Chinese partners in a fresh, engaging way.”
- Mansoor Mohamed
South African Tourism Hub Head Asia Pacific

Wishing 7.5 million Chinese travelers a happy Chinese New Year from Peru

Our 2021 Chinese New Year video campaign for PromPerú used the concept of “travel memories” to inspire travelers and remind them that Peru is waiting for them. Results include +7.5 million video playbacks across WeChat Channels, WeChat, Douyin, and Weibo, and +50,000 engagements.

Keeping a B2B Event Creative and Engaging

We helped the Singapore Tourism Board to organize a China roadshow in four cities, attended by 437 Chinese travel agents, and resulting in 3,842 one-on-one meetings.

"Dragon Trail demonstrated professionalism and speed as they coordinated the complex logistics for the roadshow, including the tight timelines, the programming, and the business matching. They accommodated our needs, while working well with the hundreds of tourism professionals who attended the event. Overall, the event was smoothly organized and we thank Dragon Trail for their unwavering support!"
- Chia Ghim Chuan
Area Director, Western China
Singapore Tourism Board

Driving Sales Through a RedNote Campaign

Driving Sales Through a RedNote Campaign

Leading a Country’s First-Ever Chinese Media FAM Trip

Leading a Country’s First-Ever Chinese Media FAM Trip

Launching a New Training Program for the Travel Trade

Launching a New Training Program for the Travel Trade

Introducing China to a Fresh Drinks Brand

Introducing China to a Fresh Drinks Brand

Creating an Interactive WeChat H5 Campaign Series for an Airline

Creating an Interactive WeChat H5 Campaign Series for an Airline

Running Virtual Fam Trips for the Travel Trade

Running Virtual Fam Trips for the Travel Trade

Wishing 7.5 million Chinese travelers a happy Chinese New Year from Peru

Wishing 7.5 million Chinese travelers a happy Chinese New Year from Peru

Keeping a B2B Event Creative and Engaging

Keeping a B2B Event Creative and Engaging

Q2 2025 WeChat Rankings Report

Weibo Weekly Rankings: Destinations, Airlines, Airports, Cruises, Attractions and Hotels – Weibo Weekly Rankings: Destinations, Airlines, Airports, Cruises, Attractions and Hotels – 28 June-4 July 2025

China’s Top Silver KOLs Promote Polar Cruises

• Innovative • Creative • International

We are a marketing solutions company with roots in China and extensive experience in the global travel and MICE industries.

Driving Sales Through a RedNote Campaign

Driving Sales Through a RedNote Campaign

Leading a Country’s First-Ever Chinese Media FAM Trip

Leading a Country’s First-Ever Chinese Media FAM Trip

Launching a New Training Program for the Travel Trade

Launching a New Training Program for the Travel Trade

Introducing China to a Fresh Drinks Brand

Introducing China to a Fresh Drinks Brand

Creating an Interactive WeChat H5 Campaign Series for an Airline

Creating an Interactive WeChat H5 Campaign Series for an Airline

Running Virtual Fam Trips for the Travel Trade

Running Virtual Fam Trips for the Travel Trade

Wishing 7.5 million Chinese travelers a happy Chinese New Year from Peru

Wishing 7.5 million Chinese travelers a happy Chinese New Year from Peru

Keeping a B2B Event Creative and Engaging

Keeping a B2B Event Creative and Engaging

Resources including news, reports, videos, social media analysis and more

Discover and better understand the Chinese travel market.

Q2 2025 WeChat Rankings Report

Weibo Weekly Rankings: Destinations, Airlines, Airports, Cruises, Attractions and Hotels – Weibo Weekly Rankings: Destinations, Airlines, Airports, Cruises, Attractions and Hotels – 28 June-4 July 2025

China’s Top Silver KOLs Promote Polar Cruises

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