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We've analyzed and compared Chinese travelers' perceptions of safety for Australia, France, Japan, Singapore, Thailand, the UK, and the US from 2021-2025, revealing major trends in consumer sentiment for each destination and outbound travel in general.
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Dragon Trail's Q1 2025 Weibo report reveals a sharp decline in engagement within the hotel category, likely due to the absence of celebrity-related content. In contrast, NTOs and DMOs saw significant growth, driven by successful celebrity campaigns.
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Dragon Trail’s spring 2025 survey of 1,022 Chinese travelers covers plans for outbound trips in 2025, top information sources and platforms for each stage of the journey, safety perceptions for 23 destinations, attitudes on sustainable travel, and more.
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Most tourism brands and businesses that want to target the Chinese market need to have a Chinese website. But this isn’t so simple as just translating your content into Chinese. Here are 8 mistakes you might be making with your Chinese website.
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Top-performing accounts and content on WeChat in Q1 2025 underscore the strength of regional travel in Asia for Chinese outbound tourists. But we also see significant engagement with content promoting diverse long-haul destinations.
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How can hotels effectively market and sell to Chinese international travelers? We’ve identified the three essentials for any international hotel’s marketing and sales strategy for China.
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The Hurun Chinese Luxury Consumer Survey 2025 includes data on a wide range of consumer preferences from 750 HNWI Chinese. We've translated findings on travel, food and drink, overseas education, and more.
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These are six of the most common sales and marketing pitfalls for international hotels trying to get established in the Chinese market, and recommendations for avoiding them, from Dragon Trail's Chief Operating Officer Li Hui.
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Discover how posting frequency, follower growth, and content strategies have shaped performance in our first annual Xiaohongshu/RedNote Rankings Report for international travel brands, highlighting top-performing accounts and popular content.
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