China Travel Academy

WeChat-based training and certification program

What is CTA

The Chinese independent travel market may be growing, but travel agents continue to play an important role when it comes to booking and fulfillment.

Many Chinese FITs (fully independent travelers) still book their trips through travel agents, or at least use them to get information. A solid B2B outreach and enablement program, including training and certification, remains essential for accessing the Chinese travel market.

China Travel Academy (CTA) is Dragon Trail’s WeChat-based training and certification program that is used by more than 20 global travel brands, and 53,000 travel agents in China. CTA enables travel agents to train anytime, anywhere right on their mobile through WeChat. While cost-effectively scaling your travel agent training, you’ll also grow and deepen your trade partnerships in China, collecting a valuable trade database which includes travel agent contacts, the agencies they work for, their location and more.

CTA is part of Dragon Trail’s broader platform of digital solutions to make trade marketing in China more effective – all leveraging the power of WeChat to help you engage with existing partners and reach new ones.

“Being the first tourism board to use WeChat to connect with the trade is proof of the highly innovative nature of Sweden as a country. We are very thankful to Dragon Trail Interactive for their role in conceiving such a creative solution.”

Lynn Li, Country Manager- China VisitSweden

Read more about our other WeChat solutions for your trade marketing here.

Discover our CTA Live – Online Roadshow on WeChat

Why CTA is different

  • Leverages the power of WeChat

    Leverages the power of WeChat

    WeChat has more than 1 billion monthly active users – almost 90% use the app for daily work

    Content can be instantly shared on WeChat – making it easy to spread the word

    Easy to promote online and offline at trade events using a WeChat QR code

  • Convenient & interactive learning

    Convenient & interactive learning

    Agents can study anytime, anywhere – while commuting, at home or in the office

    One-time registration and verification only – agents sign in once and always start where they left off

    Video and audio – create rich, engaging training content

    Incentives for learning – provide prizes and official certification to incentivize progress and accelerate completion

  • Collects valuable trade data

    Collects valuable trade data

    Data collection and analytics – build a valuable trade contacts database to help you identify the most engaged travel agents, agencies and geographical areas

    Database of +53,000 travel agents studying on CTA – reach agents and agencies all over China

Who can use it?

Who can use it?

Any travel brand that needs the support of the Chinese travel trade to grow in the China market should be training and certifying travel agents. Strong partnerships with trade partners – who have good product knowledge and keep your brand front of mind – are essential in the highly competitive China outbound market.

We will help you tailor your CTA content to match your own marketing goals in China.

Case Studies

Cruise Lines

Cruise Lines

For Mediterranean Shipping Company (MSC), CTA is the centerpiece of their “partners-first” trade sales strategy, and an important sales enablement tool for the Chinese market. So far, the cruise line has trained almost 2,000 verified agents using CTA, and promotes the course at trade roadshows, on their B2B WeChat account, and through its Chinese corporate website.



The Los Angeles Tourism & Convention Board uses the platform to share short videos and motivate travel agents with end-of-module prizes including L.A.-branded T-shirts and umbrellas. During the first edition of the course, Los Angeles trained over 3,300 travel agents.

Given the rise of the semi-independent segment, Los Angeles has recently launched a new training course to train travel agents on customized itineraries and products.



A niche, up-and-coming destination for Chinese tourists, Israel was able to spread awareness about its must-see destinations, popular itineraries, cuisine and shopping opportunities.

Israel Tourism has trained 5,500 agents.



The fifth largest hotel group in the world, Accor Hotels has more than 3,700 properties on six continents. They used CTA to train Chinese travel agents on their individual brands – including Sofitel, Mercure, Raffles and Swissôtel – as well as to promote MICE offers.

CTA Testimonials

Watch our interviews with Visit Sweden and a travel agent to understand what benefits CTA has brought to them.

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