Roy Graff brings over 20 years of experience working in and with China in the tourism, hospitality, luxury retail and digital marketing sectors, where he held a series of executive roles in business development, marketing, distribution, sales and e-commerce. Roy is the co-author of the book, China, the Future of Travel, and frequently serves as a media commentator and public speaker at leading travel and tourism conferences.

Prior to joining Dragon Trail, Roy has provided strategic advice and market entry support, as MD of ChinaContact, which he founded in 2005, to some of the most trusted travel organizations, including Skyscanner, VisitBritain, PromPeru, Eurostar, Tourism Ireland, and Peninsula Hotels and Resorts, among many others. In the early 2000s, he spearheaded Gullivers Travel Associates’ development of the independent travel business in China in the early days of Chinese outbound tourism.

Roy has a bachelor’s degree in Chinese and Economics from the School of Oriental and African Studies (SOAS), University of London and is a fluent Mandarin speaker.