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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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Influencer marketing is usually an essential part of any travel brand’s strategy to reach Chinese outbound tourists. But what impact can you expect influencers to have on Chinese consumers’ travel plans, and how do you ensure that this marketing is effective?
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In Q2 2025, successful travel brands leveraged pop culture collaborations and high-value giveaways to drive engagement, while those that shifted to generic content saw significant declines.
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China celebrated a "super Golden Week" from 1-8 October, with an extra-long, eight-day public holiday for the country's National Day and Mid-Autumn Festival. Here's all the information on Chinese outbound travel over the holiday released so far.
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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.
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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.
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