BLOG
Formal partnerships with celebrities delivered significant engagement boosts to Weibo accounts across multiple categories in Q1 2026, while video content also stood out. Our report covers destinations, airlines, airports, cruise lines, attractions, and hotels.
BLOG
China’s May Labor Day holiday is one of the longest national public holidays of the year, with five days off from 1-5 May. We’ve rounded up and translated all the news and reports on Chinese outbound travel during this time.
BLOG
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.
BLOG
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.
BLOG
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.
BLOG
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.
BLOG
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.
BLOG
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.
BLOG
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.
The wonderful partners we work with
Sign up for our free newsletter to keep up to date on our latest news
We do not share your details with any third parties. View our privacy policy.
This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy. By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.