Q2 2026 Weibo Rankings Report

Dragon Trail International’s Weibo Rankings Report tracks and analyzes performance for national tourism organizations (NTOs), destination marketing organizations (DMOs), airlines, airports, cruise lines, museums & attractions, and hotels. Our quarterly Weibo reports build industry benchmarks and uncover best practices in digital marketing in the travel sector.

Have a question about the report, want to check your brand’s ranking, or let us know about an account we might not be tracking yet? Please get in touch at communications@dragontrail.com

Weibo posts by international tourism boards with the most engagements in Q2 2026 included lots of celebrity content – including actors, musicians, and sports stars – with long-form videos, official collaborations, and clips from the red carpet all capturing users’ attention. We also continue to see the efficacy of giveaways for stimulating engagement, as well as a few standout examples of using Weibo’s poll function.

NTOs

From 14th place in 2025 to 3rd in Q1 2026, the German National Tourist Board led the Weibo Rankings for national tourism boards in Q2 2026, with the most total engagements and one of the highest engagement rates. This is thanks to Chinese table tennis player Fan Zhendong, the top-ranking player in Germany’s Bundesliga. He left the Saarbrüchen team for Dusseldorf this spring, offering good opportunities to promote both German cities as tourism destinations. The German tourism board’s more regular content mostly focuses on their AI-generated tourism ambassador, Emma.

(Left to right) German National Tourist Board promotes Dusseldorf with table tennis champion Fan Zhendong, Yu Shi remembers his trip to Australia, and Tourism Authority of Thailand asks followers to vote for 2026’s Songkran Goddess

Tourism Australia continued its partnership with actor Yu Shi in Q2, generating significant engagement by asking Weibo users to share their memories of traveling in Australia, in response to Yu Shi’s video looking back on his trip.

Tourism Authority of Thailand accounts ranked 3rd and 4th. Top posts included a celebration of mixed use space Central Park Bangkok, with live performances and a spectacular drone show, a poll asking users to vote for their favorite celebrity “Songkran Goddess” (acting duo LingOrm won), and announcement of LingOrm’s fan meeting tour this summer in Thailand.

DMOs

The Cannes Tourist Office topped the DMO rankings this quarter, up from 4th place in Q1 2026. This was mostly driven by just one post with close to 49,000 likes: a video of Chinese soprano Chang Sisi and actor Tian Xuning on the red carpet at the Cannes Film Festival. Cannes’ other popular Weibo post commemorated the anniversary of actor Leslie Cheung’s death, with images of a mural inspired by Farewell My Concubine in Cannes.

(Left to right) Tian Xuning on the Cannes red carpet, Joshua at Hong Kong’s Art Central, and Huang Jianxiang promoting the 2026 FIFA World Cup for Destination British Columbia

The Hong Kong Tourism Board shared a number of popular celebrity-related posts: a video of Hua Chenyu’s concert in Victoria Harbour, a guide to recreating actor Li Xian’s viral 18-km city walk through Hong Kong, and a stylish promotional video for the art fair Art Central starring South Korean boy band singer Joshua. Hong Kong’s regular content, often showcasing stylish photos and local food recommendations, also performs well on a consistent basis.

Other stand-out Weibo posts from DMOs in Q2 2026 include a vlog from the Macao Government Tourism Board featuring Kazakh singer Dimash, a 14-minute video about the World Cup and Canada hosted by Chinese sports commentator Huang Jianxiang for Destination British Columbia, and giveaways that boosted Tourism Tasmania’s posts on the world’s 50 best beaches and a real possum discovered in a display of plush toys at Hobart Airport.

Airlines

AirAsia alone accounted for 94% of the engagements in the airline category in Q2. The airline produced an extremely popular vlog series about traveling in Thailand, Malaysia, and Indonesia, starring “chief travel officer” Bo Yuan – the episode about Indonesia attracted the most engagements. AirAsia also shared a video promoting its music festival held in China as an offline promotional event.

(Left to right) Bo Yun’s Indonesia travel vlog for AirAsia, tennis player Zheng Qinwen for Turkish Airlines, and All Nippon Airways’ giveaway and poll

Other airline posts with high engagement included a video from Turkish Airlines featuring their brand ambassador, tennis star Zheng Qinwen, and a poll and giveaway from All Nippon Airways asking followers to vote for their favorite giveaway prize among a selection of gift sets.

Airports

Q2’s airport rankings on Weibo are very similar to Q1, with Hong Kong International Airport in the lead, accounting for 84% of the category’s engagements. As on other social media platforms, posts about the reopening of the airport’s Terminal 2 and the HKIA Expo and Career Fair were popular – but not all engagements with HKIA’s Weibo account were positive. Anger over an incident in early April where a passenger’s gold filigree artwork was damaged by the airport resulted in a deluge of comments demanding compensation for the passenger.

Paris Airports published a video introducing exhibitions at CDG airport, including objects on loan from the Louvre, and Heathrow promoted its official teddy bears, Edward and Doris.

Cruise Lines

Only four international cruise lines were active on Weibo in Q2 2026, down from five in the first quarter. Similar to Q1, Princess Cruises topped the rankings and accounted for 83% of engagements in the category. Princess’ most popular post was a giveaway and ASMR video, with 24 likes. Their second-most popular was another giveaway, with just seven likes. Royal Caribbean International also received seven likes for its detailed how-to guide to on-board photography.

Attractions

New York’s Metropolitan Museum of Art received 88% of all engagements in the Museums & Attractions category in Q2, mostly from a video of singer-songwriter Cai Xukun on the red carpet for the Met Gala in May. Another post – a video about the back story of the Met Gala and the Metropolitan Fashion Institute – asked Weibo users whom they were most excited to see on the event’s red carpet, with many comments about Cai Xukun.

(Left to right) Cai Xukun on the Met Gala red carpet, Hong Kong Disneyland’s 20th anniversary celebrations, and the British Museum’s famous cat, Mike

Other videos that generated high engagements for attractions on Weibo in Q2 included a promotion for the last month of Hong Kong Disneyland’s 20th anniversary celebrations (very much aimed at young adults rather than families with children), and a mini historical documentary about Mike the Museum Cat, who guarded the British Museum from 1909-1929, shared for World Pet Day. The Louvre’s most liked Weibo post featured Dutch floral still life paintings for Mother’s Day.

Hotels

Holiday Inn didn’t post at all on Weibo in Q1 2026, but in Q2 the account topped the rankings table, with 80,000 likes for a video documenting brand ambassador Cecilia Yip’s singing debut at the age of 63 – the actress (and now singer) expresses gratitude to Holiday Inn for their support as she releases her first EP.

Videos from Bulgari Hotels featured actor Dai Xu in Beijing and actress Jing Ci in Shanghai. Marina Bay Sands published photos of actress Tian Xiwei, in Singapore for an event at the Gucci flagship store. And Radisson’s Weibo account shared a video of the Shanghai Bites chef competition on Dragon TV, which is sponsored by Radisson’s owner, Jin Jiang Hotels.