Q3 2025 WeChat Rankings Report

Dragon Trail’s WeChat Rankings Report for Q3 2025 examines and analyzes the performance of eight categories of travel brands on WeChat: national tourism organizations (NTOs), destination marketing organizations (DMOs, referring to regional and municipal tourism boards), airlines, cruise lines, museums and attractions, hotels, airports, and car rental companies. The report is based on data collected by Dragon Trail on a weekly basis, and aims to provide industry benchmarks and track trends in WeChat content marketing for overseas tourism brands. Dragon Trail has been collecting weekly data on NTOs, DMOs, airlines and cruise lines since 2017, with the hotels and attractions categories added in 2018, and airports and car rental companies from Q2 2024.

Fireworks and foliage captured Chinese travelers’ attention on WeChat in the third quarter of 2025, while destinations and other travel brands around the world got ready for the Golden Week travel rush with special itineraries, recommendations, collaborations, and promotions. Our report reveals new developments and trends, as well as tried-and-tested content strategies that consistently deliver strong results for WeChat engagement.

Don’t see your WeChat account on our lists? Please contact us to request additional rankings information, and to help us ensure our database of international tourism brands is fully updated and complete.

NTOs

As usual, Japan ranked 1st for total article views, with nearly twice as many views as the no. 2 account – the Tourism Authority of Thailand’s Shanghai office. Japan’s top article of the quarter introduced summer cultural festivals, and fireworks events around the country in September. Fireworks (for Malaysia’s National Day) were also the topic of Q3’s most-read article by Tourism Malaysia, ranked 5th.

With just three posts, the Philippine Department of Tourism ranked 4th for total views and 1st for average views per post, up from 41st place for total views and 24th for average views last quarter. Most of these views were all for one post promoting the Diving Resort Travel Expo held in Beijing, and it’s safe to assume this post may have benefited from a paid boost to increase exposure for the event, organized by the tourism board to promote tourism businesses in the Philippines.

Cultural festivals in Japan, fall foliage driving routes through Canada, and a Philippines diving expo in Beijing

Q3 is generally when we see some of the strongest WeChat performance for Canadian travel destinations, thanks to the country’s fall foliage. This quarter, Destination Canada rose to 6th place, up from 10th in Q2, and average views per post increased by 47%. The most-read articles were about self-driving routes to view Canada’s autumn beauty, and an announcement about new flights between China and Canada.

DMOs

All of the top 10 most-read WeChat articles by municipal and regional tourism boards in Q3 came from the Macao Government Tourism Organization, and five of these were information relating to typhoons in July, August, and September. Macao’s other top posts included an August performance calendar, promotion for a fireworks show, a coffee festival, and the World Table Tennis Championships.

Ranked 2nd for total views, Hong Kong’s most popular posts all promoted travel during the October National Day holiday, with guides and itineraries, special discounts and promotions for mainland Chinese visitors, and recommendations for shops and brands to visit over the holiday for iconic Hong Kong designs.

Canadian provinces Ontario and British Columbia ranked 4th and 6th, respectively, with popular articles themed around fall foliage and nature.

Airlines

Ranked 2nd, All Nippon Airways published several of the most-read airline articles in Q3. These included ANA’s winter/spring 2026 flight schedule, and a post about the Blue Base – ANA’s largest training center in Tokyo, which is also open to visit and now offers guided tours in Mandarin.

Mandarin-language tours of All Nippon Airways’ Blue Base, and flights to Istanbul with AirAsia

AirAsia’s top posts included a flight ticket giveaway for readers who voted for their top destination, and promotions for weekend getaways and flights to Sabah. Something different for the Malaysian low cost carrier was a popular post about their new long-haul offerings, with flights from Kuala Lumpur to Istanbul coming this November.

Airports

Hong Kong International Airport and Singapore Changi remained at the top of the WeChat rankings for airports this quarter. The most-read article was a Golden Week collaboration between Changi and Chinese listings and review app Dazhong Dianping, with real traveler recommendations for dining, shopping, and entertainment at the airport. Another one of Changi’s most-read articles was a flight transfer guide, which is a common theme for airport content on WeChat, with similar posts from Hong Kong and Incheon (Seoul). Hong Kong’s other top articles included information on expanded exemptions for departure taxes, and the reopening of its Terminal 2 from September.

European airports, including Schipol in Amsterdam, London Heathrow, and Rome, focused their posts more on shopping, with information on store openings and sales.

Cruise Lines

Adora Magic City, the first made-in-China large cruise ship, only started sailing at the start of 2024. Now, joint venture company Adora Cruises already ranks 2nd on WeChat in the cruise line category. Its most-read posts promoted Golden Week cruises with stops in four Japanese cities.

More than 10 years since its China debut, Royal Caribbean ranked 1st for total and average views, already promoting early bird deals for 2026 cruises and emphasizing that its cruises are a visa-free way to travel to Japan and South Korea.

Two of Viking Cruises’ top posts focused on the Danube River, with another on exploring Bavaria (“more than just beer”).

Museums & Attractions

Hong Kong attractions accounted for half of the top 10 accounts in this category. Hong Kong Disneyland was strongly in the lead as usual, with top articles on the Park’s 20th anniversary celebrations, Disney on Ice, Halloween, and Golden Week. The Hong Kong Palace Museum again received many views for a post on its upcoming exhibition on ancient Egypt, organized in partnership with Egypt’s Supreme Council of Antiquities, and also promoted Golden Week activities. Nearby contemporary art museum M+ also promoted Golden Week activities, with a focus on the new Dream Rooms environments exhibition featuring women artists.

“Dream Rooms” at M+, the V&A’s new David Bowie Centre, and Vincent Van Gogh’s personality type quiz

Outside of Hong Kong, London’s V&A has the strongest overseas museum account on WeChat, with consistently high views. Top content included the opening of the David Bowie Centre at the V&A’s new East Storehouse, upcoming exhibitions, and a post in the “My V&A” series, which highlights the museum’s collection through Chinese eyes.

Another top museum WeChat post came from Amsterdam’s Van Gogh Museum, which engaged readers to guess Vincent Van Gogh’s Myers-Briggs personality type. The Myers–Briggs Type Indicator (MBTI) has often been used by tourism brands on WeChat to generate high engagement and continues to be popular among readers.

Hotels

Rosewood continues to have a strong year on WeChat, up to 3rd place by total article views in Q3, from 4th in Q2 and 12th in Q1. With more than 100k views (the highest view number displayed on WeChat), their top article introduced the new Chancery Rosewood in London. Rosewood’s next most-read post announced its rebrand from 8 October.

Rosewood’s new London property, and Hilton’s Panda Creation collaboration

Hilton also published two articles with more than 100k views each. One was a collaboration with Panda Creation, with panda-themed rooms, blind boxes, and other promotions featuring Hua Hua the giant panda. The other article was about traveling with pets, highlighting Hilton’s Chinese properties where guests can stay together with their pets – a new and niche trend for the Chinese travel market.

Car Rentals

International car rentals is a small category with only four active accounts tracked, and Avis is strongly in the lead here, followed by Hertz. Avis’ most-read articles promoted self-driving travel all over the world, including Golden Week trips to Oceania and the American West, small towns in southern France, and Spain and Portugal. Hertz’ top articles were all about North America, a US and Canada promotion, and a fall foliage route around New England.