EVENTS
Dragon Trail is speaking the Pacific Asia Travel Association's session at WTM London 2025, with a talk entitled, "The Chinese Traveler Now: Behavior, Channels & Opportunity". The session will explore the latest behavioral shifts in the Chinese travel market.
BLOG
Q3 2025 underscores the potential for partnerships with Chinese celebrities and television shows to boost visibility and engagement for travel brands' Weibo content. National tourism board rankings saw big changes from previous quarters.
Company News
Chinese consumers experienced Georgia's unique charm up close at Beijing's Longfu Temple Art District, with an interactive B2C event organized by Dragon Trail on behalf of Georgian National Tourism Administration with the support of the Embassy of Georgia.
BLOG
Fireworks and foliage captured Chinese travelers’ attention on WeChat in Q3 2025, while travel brands around the world got ready for the Golden Week travel rush. Our report reveals new developments and trends, as well as tried-and-tested content strategies.
BLOG
Influencer marketing is usually an essential part of any travel brand’s strategy to reach Chinese outbound tourists. But what impact can you expect influencers to have on Chinese consumers’ travel plans, and how do you ensure that this marketing is effective?
BLOG
In Q2 2025, successful travel brands leveraged pop culture collaborations and high-value giveaways to drive engagement, while those that shifted to generic content saw significant declines.
BLOG
China celebrated a "super Golden Week" from 1-8 October, with an extra-long, eight-day public holiday for the country's National Day and Mid-Autumn Festival. Here's all the information on Chinese outbound travel over the holiday released so far.
EVENTS
Dragon Trail's Director of Marketing and Communications, Sienna Parulis-Cook will be attending WTM London this year between 4-6 November. Please get in touch to arrange a meeting.
BLOG
Dragon Trail’s August 2025 survey of 1,076 Chinese travelers covers outbound trips in 2025 and October Golden Week travel, shopping overseas, airline booking preferences, AI for travel, outbound destination perceptions, and the impact of travel influencers.
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