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Which WeChat articles by overseas tourism destinations got the most views in 2025? Here are 10 of most-viewed tourism board posts, with topics including Chinese New Year celebrations and other festivals, new flights and travel policies, job opportunities, and more.
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How do Chinese consumers choose and book international flights? We surveyed more than 500 Chinese outbound travelers, revealing airline choices, seat preferences, booking habits, and the key factors influencing their flight-booking decisions.
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A first-of-its-kind publication, Dragon Trail's White Paper on Chinese Tourism to the Middle East and North Africa provides extensive, original, up-to-date, and fact-checked data and insights on the Chinese tourism market to the region.
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The Polish Tourism Organization saw 2025's International Chopin Piano Competition as a unique opportunity to market Poland to Chinese travelers interested in music, culture, and in-depth tourism. The challenge? Finding the right influencers.
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In Q3, travel brands on Xiaohongshu saw stronger overall performance compared to Q2, driven by celebrity collaborations, IP tie-ins, seasonal campaigns, and short-form storytelling that blended entertainment with travel inspiration.
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Dragon Trail discussed Chinese tourism with dozens of travel trade professionals at WTM London 2025, revealing trends for both established and emerging markets. These are the seven insights about the Chinese market that our conversations underscored.
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China's official public holiday calendar for 2026 has just been published, including major news that the Chinese New Year holiday has been extended even further for the coming year, to nine days.
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Q3 2025 underscores the potential for partnerships with Chinese celebrities and television shows to boost visibility and engagement for travel brands' Weibo content. National tourism board rankings saw big changes from previous quarters.
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Fireworks and foliage captured Chinese travelers’ attention on WeChat in Q3 2025, while travel brands around the world got ready for the Golden Week travel rush. Our report reveals new developments and trends, as well as tried-and-tested content strategies.
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