Resources - news, events, videos & presentations

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#ThinkingOfYou, Tourism Brands Tell China

27 May 2020

Dragon Trail’s “Thinking of you” Weibo marketing campaign is helping 18 international tourism destinations, attractions, and hotel groups to stay connected to Chinese travelers, with nearly 3 million views so far.

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Lucerne Tourism Launches Online Roadshow for China

14 May 2020

The Lucerne Tourism & Convention Bureau has launched an online roadshow for China, building a platform for Lucerne's local partners and Chinese travel professionals to share information and promote product planning and sales.

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Q1 2020 Weibo Rankings Report

13 May 2020

How has COVID-19 impacted Chinese tourism marketing on Sina Weibo? Our Q1 2020 analysis reveals how international tourism brands adjusted their strategies from the start of the crisis in China, and which new topics were most successful for maintaining engagement.

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Interview: Why Switzerland Tourism’s China Marketing Is Staying “Normal”

15 Apr 2020

We spoke to Simon Bosshart, Director China and Director Asia Pacific for Switzerland Tourism, about maintaining digital marketing during the coronavirus crisis, helping travelers to get off the beaten track, and what’s next for Chinese tourism.

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Company News

Tourism Recovery Action Online Summit: Summary

26 Feb 2020

On 21 February, 2020, Dragon Trail Interactive held the Tourism Recovery Action Online Summit. This online event was organized to help attendees navigate the coronavirus crisis, with insights and advice from 23 leading travel industry professionals.

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WeChat Marketing and Coronavirus: Analysis

14 Feb 2020

This analysis looks at how international tourism brands responded to the coronavirus crisis on WeChat in the last two weeks of January 2020, and how WeChat users in China responded. It reveals increased attention and engagement for brands that addressed the crisis.

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2019 Q4 and Full-Year WeChat Rankings Report

06 Feb 2020

Dragon Trail’s 2019 Q4 and full-year WeChat Rankings Report examines and analyzes travel brands' performance on WeChat, including leading accounts and content themes, and new developments for Chinese tourism marketing.

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The Southeastern Europe Chinese Tourism Boom

08 Jan 2020

Southeastern European countries like Serbia, Croatia, Montenegro, and Slovenia have seen some of the world’s highest growth rates for Chinese tourism in recent years. What's attracting Chinese tourists to this part of the world?

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Top 10 WeChat Posts by DMOs 2019

27 Dec 2019

Which WeChat articles by regional and municipal tourism boards got the most views in 2019? Here are the top 10 most-viewed posts published on WeChat this year.

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