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Dragon Trail’s August 2025 survey of 1,076 Chinese travelers covers outbound trips in 2025 and October Golden Week travel, shopping overseas, airline booking preferences, AI for travel, outbound destination perceptions, and the impact of travel influencers.
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One of China’s longest public holidays is coming up from 1-8 October, with 8 days off to celebrate China’s National Day and Mid-Autumn Festival. What should overseas travel brands expect? We've rounded up all the data released by Chinese travel agencies and booking platforms.
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Airbnb's report on Chinese outbound travel for the upcoming National Day holiday from 1-8 October highlights trends and developments based on searches by Chinese Airbnb users, including the rise of European beauty spots and Asian islands.
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Koubeitong, which translates as “reputationologist” or “reputation expert”, is a new marketing and advertising function available through leading Chinese social media platform RedNote. This is who can use it, its benefits, and how it works in practice.
EVENTS
Get a sneak peek at all the outbound travel trends for 2025's October Golden Week holiday with the launch of Dragon Trail's newest Chinese Traveler Sentiment Report. The survey also covers overseas shopping, airline choice, and much more.
EVENTS
Dragon Trail's CEO and Co-founder, George Cao is joining the Skift Global Forum in New York City this September, leading an expert guided roundtable on reaching the Chinese consumer.
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Influencers are one of the top sources of information and inspiration for Chinese outbound travelers. These are the five major trends travel brands should understand before launching or updating their influencer marketing strategies for China.
Company News
On 14 August 2025, Madrid's luxury department store Galería Canalejas hosted an engaging and productive travel trade gathering in Guangzhou. As Galería Canalejas' marketing partner in China, Dragon Trail is proud to have organized and run the event.
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Celebrity content, offline events, and fan giveaways led engagement, with standout campaigns from AirAsia and Holiday Inn. Cruise videos under-performed on Weibo, showing the need for platform-specific strategies.
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