Dragon Trail in 2025: Our Year in Marketing

At Dragon Trail International, we’re wrapping up a busy year supporting the global travel industry through B2C and B2B marketing, original research, technological development, events around the world, and much more. Here’s what we delivered for our clients and industry partners in 2025.

We kept clients up to date with new social trends and excited Chinese consumers about their brands, with 25 digital campaigns, and across the 70+ social media accounts managed by our team.

Dragon Trail played a role in the recruitment, communication, and organization of 15 influencer campaigns for tourism boards, hotels, cruise lines, attractions, and other brands – working with more than 100 KOLs and KOCs.

(Read more: Poland Targets Piano-Loving Travelers with Niche KOL Campaign)

We embraced AI, organizing China’s first AI-powered tourism roadshow, providing simultaneous event translation through AI, and launching our own Trip Builder Pro itinerary builder for travel agents.

Bringing clients face-to-face with the Chinese travel trade, we organized three China roadshows for destination tourism boards, in addition to nearly 30 other trade events – from lunches and flower-arranging workshops, to webinars, live streaming sessions, and launches for six new digital trade hubs and seven new China Travel Academy training courses.

(Read more: Emotions Are Georgia Roadshow Comes to Beijing, Shenzhen, Shanghai)

We also represented clients at seven China trade shows and attended leading industry events in South and North America, Europe, the Middle East, and Asia.

We organized five international B2B FAM trips, five KOL and media FAM trips, and six offline media workshops, securing close to 2,000 pieces of media coverage for our clients.

(Read more: Dragon Trail Leads Chinese Media FAM Trip to Oman)

Delivering major development projects, we launched three new Chinese websites and two WeChat mini-programs.

Dragon Trail Research conducted four bespoke research projects for clients, and published two Chinese consumer sentiment reports, two Chinese outbound travel trade surveys, and a new white paper on Chinese tourism to MENA. (You can find all our reports and white papers here.)

Dragon Trail’s Co-Founder and CEO George Cao spoke at PATA’s Annual Summit in Istanbul

We shared knowledge with the global travel industry through 11 Dragon Trail webinars, 12 Chinese social media rankings reports, more than 30 blog posts, and over a dozen speaking engagements in seven countries.

How can we help deliver your marketing objectives for China in 2026? Talk to us at info@dragontrail.com