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China may not be competing in 2026's FIFA World Cup, but it is watching it. So tourism brands have a strong opportunity to tap into the football fever this summer – here are a few examples from among Dragon Trail’s clients.
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With China’s travel market reignited from the start of 2023, multi-brand loyalty program GHA DISCOVERY decided it was the right time to focus more seriously on China. Here's how the brand committed to full digital localization.
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How are Chinese travelers engaging with social media in 2026 – and what does this mean for marketing content and distribution strategies? These are the four trends international tourism marketers need to understand.
Company News
Dragon Trail International is supporting Brazil on its tourism outreach to China, with new B2C and B2B marketing channels launched at ITB China in May 2026, including social media accounts on WeChat, RedNote, and Weibo.
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AI has taken off for travel in China, from trip planning and booking, to navigating menus and use by Chinese travel agents. Dragon Trail is also embracing and developing AI to enhance and expand our services, and make sure our clients stay up to date.
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We’ve updated our glossary to the must-know OTAs, social media, and other platforms you need to know to understand China’s online travel market – from Alipay to Zuzuche.
Company News
In 2025, Dragon Trail supported Marriott Vacation Club's China market expansion with increased sales leads through media buy and organic channels, as well as boosting the brand’s reputation on Chinese social media.
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The Chinese outbound tourism market is maturing, but 2025 still saw ongoing growth, technological developments, and plenty of surprises. These are the 8 top trends and developments that defined the year.
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Koubeitong, which translates as “reputationologist” or “reputation expert”, is a new marketing and advertising function available through leading Chinese social media platform RedNote. This is who can use it, its benefits, and how it works in practice.
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