EVENTS
The Middle East and North Africa is one of the world's most exciting destinations for the development of Chinese outbound tourism. Join us for the newest industry and consumer data on Chinese travel to MENA, plus insights from tourism experts from the region.
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Dragon Trail discussed Chinese tourism with dozens of travel trade professionals at WTM London 2025, revealing trends for both established and emerging markets. These are the seven insights about the Chinese market that our conversations underscored.
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From 16-23 October 2025, the Emotions Are Georgia roadshow brought the Chinese travel trade face to face with Georgian National Tourism Administration (GNTA) and its partners, with stops in Beijing, Shanghai, and Shenzhen.
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China's official public holiday calendar for 2026 has just been published, including major news that the Chinese New Year holiday has been extended even further for the coming year, to nine days.
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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.
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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.
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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.
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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?
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