Which WeChat articles by overseas tourism destinations got the most views in 2024? Here are the top 10 most-viewed articles by national, regional or municipal tourism boards published on WeChat this year. The ranking is based on the number of views the article received the week it was published (as catalogued in Dragon Trail’s WeChat rankings).
The seven destinations on the list were geographically spread out across three world regions (Asia, Europe, and the Middle East), and the two accounts to make it to the top 10 list with more than one article were the Japan National Tourism Organization and the Macao Government Tourism Organization.
Article topics included destination and attraction recommendations, practical information, and the Paris 2024 Olympics. Read on for the full list…
10. Atout France
59,991 views
August 11: What You Need to Know Before the Paris 2024 Olympics Closing Ceremony (View)
The day of the Paris 2024 Olympics closing ceremony, Atout France published a preview post with information about the event’s venue, director, performances, and traditions, as well as the Paris 2024 marathon route, information about celebrations in Paris, and more.
9. Hong Kong Tourism Board
65,891 views
January 29: Red Envelope Covers, the First Wave of Good Luck in 2024 Depends on the Dragon (View)
Hong Kong’s post for Chinese New Year introduced readers to places and ways to celebrate the holiday around the city, including a feature on traditional Spring Festival foods, along with a digital red envelope giveaway and a photo competition with a chance to win a HK$500 voucher.
8. Macao Government Tourism Organization
68,802 views
October 2: Macao’s October Performance Lineup (View)
From pop to classical, Macao hosted lots of performances throughout the year. Tapping into the trend of events travel, their October performance guide was particularly popular.
7. Turespaña (Spain Tourism Board)
73,790 views
February 20: This Year, You Have to Go to Spain at Least Once (View)
Turespaña’s post showed off the diversity of Spain, recommending three top travel itinerary themes: Arts and culture, winter sports, and gastronomic experiences.
6. Macao Government Tourism Organization
75,459 views
June 28: From July 1, the Tax-Free Shopping Allowance for Mainland Tourists Is Increasing (View)
As announced on WeChat by the Macao tourism board, the shopping allowance for travelers entering mainland China from Macao was increased to RMB12,000 this July, with the duty-free shopping allowance (goods purchased at duty-free shops) raised to RMB15,000.
5. Macao Government Tourism Organization
77,189 views
September 4: Special Notice: September 7 Evening fireworks Competition Show Postponed (View)
The first two events of the 32nd Macao International Fireworks Display Contest, with displays from Russia and France, were postponed due to weather conditions, with an official announcement on WeChat.
Left to right: Japan’s article on travel insurance; Macao postpones the International Fireworks Display Contest; and Macao announces increases to shopping and duty-free allowances for mainland visitors
4. Yes Milano
88,971 views
January 17: Best Times to Visit Milan in 2024 (View)
Milan’s guide took visitors through the year, with suggestions on activities and events for each season, including Chinese New Year celebrations, shopping, winter sports, flower tourism, sightseeing, performances, exhibitions, nightlife, F1, Christmas, and more.
3. Japan National Tourism Organization
93,805 views
August 7: For Tourists Planning to Visit Japan (View)
The most-read WeChat article in Q3 2024 by any destination was Japan’s practical guide to travel insurance for Chinese visitors.
= 1. Dubai Department of Tourism & Commerce Marketing
100k+ views
November 6: Dubai’s Miracle Garden, a Treat for the Eyes (View)
With an Instagram-style layout focused on 10 large photos to swipe through, plus practical information for visitors, Dubai’s November post on its stunning Miracle Garden caught readers’ attention. The garden is open from October to April.
= 1. Japan National Tourism Organization
100k+ views
April 17: Japan’s 10 Most Beautiful Small Towns (View)
Getting off the beaten track to discover quieter destinations is a Chinese travel trend, and Japan tapped into this, with recommendations for 10 diverse small towns, all the way from Okinawa to Hokkaido. Many readers commented on which of the 10 they’d visited.
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