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How has the Iran war impacted Chinese consumer sentiment about travel to the Middle East, and how should regional travel brands approach the market now? These are the latest insights from Dragon Trail’s consumer research, market intelligence, and strategy planning.
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Dragon Trail’s March 2026 survey of 1,038 Chinese travelers covers May Labor Day holiday plans, the impact of the Iran conflict on outbound travel intention, wellness travel, how social media content inspires outbound travel wish lists, and much more.
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The first quarter of 2026 offers several standout examples of how tourism boards can tap into Chinese online trends to raise engagement with destination marketing content. Our rankings report also covers airlines, airports, cruise lines, attractions, hotels, and car rentals.
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China's Labor Day holiday runs from 1-5 May and is a peak period for outbound trips. In Dragon Trail's newest Chinese consumer survey, 24% of those intending to travel outbound in 2026 planned to go during the May holiday. Here are their top destinations and trip plans.
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Tourism New Zealand kicked off a new campaign for the Chinese market in March 2026, specifically targeting the silver travel market – travelers aged 50+ – and guided by bespoke research conducted by Dragon Trail International.
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Although it's too early to understand the full impact of the latest conflict in the Middle East on Chinese tourism to the region and beyond, this is what we know so far based on information from and interviews with major Chinese travel agencies.
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In 2025, tourism boards drove engagement on Xiaohongshu/RedNote through celebrity partnerships and gaming collaborations, while airlines abandoned polished ads for meme-driven content – with authenticity and cultural relevance outperforming traditional marketing.
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Where did Chinese outbound travelers go over the 2026 Chinese New Year holiday? We've rounded up and translated all the available news and reports from OTAs, travel websites, and government ministries.
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What should overseas travel destinations and businesses expect from Chinese New Year 2026? We’ve rounded up all the data released by Chinese travel agencies and booking platforms so far.
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