2025 Full-Year Weibo Rankings Report

Dragon Trail International’s Weibo Rankings Report tracks and analyzes performance for national tourism organizations (NTOs), destination marketing organizations (DMOs), airlines, airports, cruise lines, museums & attractions, and hotels. Our quarterly Weibo reports build industry benchmarks and uncover best practices in digital marketing in the travel sector.

Have a question about the report, want to check your brand’s ranking, or let us know about an account we might not be tracking yet? Please get in touch at communications@dragontrail.com

Weibo marketing by international travel brands has largely become driven by celebrities, including celebrity partnerships, events, TV series, and visits. Additionally, giveaways still significantly boost engagement, while Weibo offers an effective platform to share important updates and respond to current events. In contrast to WeChat, the Weibo rankings are much more dynamic and prone to fluctuations from quarter to quarter and year to year, because of viral, celebrity-related content.

Scroll to the end of the report for Q4 2025 rankings tables

NTOs

Australia topped the Weibo rankings for national tourism boards for the second year in a row, thanks to the tourism board’s ongoing collaboration with Chinese actor Yu Shi. However, in the last quarter of the year, Australia dropped to 13th place for total engagements, with New Zealand in first place. New Zealand also published the most-engaging tourism board post of the year in November, announcing actor Li Xian as their new tourism ambassador – the post received nearly 400k likes.

Singapore rose up the rankings dramatically in 2025 to 3rd place for the year and 2nd in Q4, up from 18th place in 2024. The tourism board ended the year with a video series and photos featuring actor and singer Dylan Wang traveling around Singapore and going to see F1 racing. Liu Yuxin shot a new music video in Singapore, and the tourism board published behind-the-scenes clips and interviews with the singer about her feelings about the city.

(Left to right) Li Xian for Tourism New Zealand, Dylan Wang in Singapore, and Korean Tourism Organization’s Jeju vlog and giveaway competition

The Korean Tourism Board went from 19th place in 2024 to 8th in 2025 and 3rd in the last quarter of the year, with a strategy of giveaway competitions that required entrants to discuss Korean destinations they’d like to visit in the comments section. One of the giveaways also featured K-pop trainee group SMTR25.

Other top Weibo posts from national tourism boards throughout the year included Norway’s promotion of the travel TV show Divas Hit the Road – which filmed in Norway this year – and a short video from the Tourism Authority of Thailand about the Grab ride hailing app, endorsed by Thai-Chinese acting duo Lingling Kwong and Orm Kornnaphat, aka LingOrm.

DMOs

The most popular Weibo posts of 2025 by regional and municipal tourism boards included the Hong Kong Tourism Board’s Cantonese tutorial video with actor Bai Jinting, promotion for singer Chenyu Hua’s new song, Zhou Shen performances, and recommendations for Christmas activities in Hong Kong. Abu Dhabi had a strong year – both on Weibo and with surging Chinese arrivals – thanks to its brand ambassador Liu Yifei. In Q4, she promoted Abu Dhabi as a visa-free destination, enjoying traditional cultural experiences and a visit to the futuristic Team Lab exhibition space.

(Left to right) Dubai’s video featuring Chinese actors and a jealous cat, Destination BC’s post on locations and outdoor activities featured in Wang Yibo’s TV series, and Liu Xueyi visits Kangaroo Island, South Australia

Another emirate, Dubai also featured in the top 10, with a popular and humorous short video posted at the end of the year about a couple’s (played by Rainbow Xu and Guo Zifan) romantic trip to Dubai, accompanied by a jealous cat. The most-liked post of Q4 and one of the most popular of the year was from Destination BC, mentioning that the TV series Exploring the Unknown with Wang Yibo had featured deep-water bouldering in Squamish, with photos of the area and other outdoor activities to enjoy there. South Australia ended the year on a high note with posts about actor Liu Xueyi visiting Kangaroo Island, while Vienna Tourism posted a family travel vlog by a KOL that performed very well.

Airlines

Although AirAsia had the highest total engagements and engagement rate on Weibo for 2025 as a whole, in Q4 the Malaysian low-cost carrier dropped to 20th place for total engagements, with an engagement rate of just .001%. AirAsia’s top content was all published in the first three quarters of the year, and this all related to its musician “brand friends”, including Zhang Yanqi, Bo Yuan, and Landlord Cat, who played AirAsia-sponsored concerts around China as a marketing activity for the airline.

With nearly 8,000 engagements, the top Weibo post of Q4 came from Air New Zealand, which topped the ranking table thanks to New Zealand’s new brand ambassador, actor Li Xian. The next most-engaging Weibo post by an airline in Q4 2025 was Emirates’ recap of a gala event to celebrate the launch of their Hangzhou-Dubai flights, with a performance by singer Jike Junyi.

Cathay Pacific also had a strong end to the year, with a cute video featuring teddy bears to promote travel to San Francisco to see a basketball game, and several other posts to promote seasonal flights to Cairns and other destinations in the southern hemisphere.

Airports

Hong Kong International Airport accounted for 68% of the engagements with outbound airport content on Weibo in 2025. Its top posts included a Chinese New Year giveaway, another giveaway competition including autographed photos from actress Zhang Yishang and singer Qin Fen, and information on changes to tax-free allowances for passengers departing Hong Kong from 1 October.

Singapore’s Changi Airport’s Chinese New Year giveaway was the airport post with the most engagements in 2025, but the account paused all activity on Weibo from mid-May, only posting again on 31 December.

In Q4, Sihanoukville Airport climbed up the rankings, with an extremely high engagement rate caused in large part by the fact the account had fewer than 200 followers. Its most popular post shared a traveler’s video of diving in Koh Rong Samloem. Zurich Airport also ended the year well, with Christmas and New Year F&B promotions attracting attention on Weibo.

Cruise Lines

Weibo is not a platform that delivers strong results for international cruise lines, and engagement was even lower in 2025 than the previous year. Ranked in first place is Princess Cruises – its most popular content was a series of giveaways in Q2 and Q3, which generated 107 engagements in total. With just 13 likes, Viking’s top Weibo post of the year was a Mid-Autumn Festival gift box giveaway in September.

In the last quarter of the year, the top cruise content – with three likes each – was two posts from Princess Cruises, promoting Antarctic cruises on Sapphire Princess, and a micro-video on must-visit Caribbean islands.

Attractions & Museums

Hong Kong Disneyland received 57% of all engagements in the attractions and museums category in 2025. Its top posts covered two very different topics. Two videos from Q3 celebrated the theme park’s 20th anniversary, with actor Henry Lau. Then in Q4, Hong Kong Disneyland responded to Hong Kong’s Wang Fuk Court fire, donating 10 million HK dollars to support victims of the fire and later canceling a scheduled party event out of respect for the tragedy. Not just a fun attraction, Hong Kong Disneyland demonstrated its sensitivity, care for, and commitment to Hong Kong as a community, with high levels of support on Weibo.

(Left to Right) Disneyland Hong Kong donates money for fire victims, Universal Studios Japan’s Golden Week giveaway, and martial arts at the Guimet Museum, Paris

Other top attraction posts from the year included baby pandas at Hong Kong’s Ocean Park in January, the British Museum’s post of artwork relating to the release of Taylor Swift’s Life of a Showgirl album, and background information from the Louvre about various marble statues in its collections. In the last quarter of the year, we also saw high engagement with a Golden Week giveaway from Universal Studios Japan and a martial arts performance at Paris’ Guimet Museum.

Hotels

Hotels continued to generate the most engagements through celebrity events and partnerships in 2025. In contrast to 2024, Singapore’s Marina Bay Sands hotel had an engagement rate of just 1.39% this past year, down from 26.36% the year before. The hotel’s total engagements in 2025 were just 5.5% the number from the previous year. However, it still ranked in 2nd place for both total engagements and engagement rate. Its top posts all related to Marina Bay Sands as a live event venue, including a giveaway for tickets to the Weibo Gala 2025 in November, information about a special screening and fan event in May for the TV series Love in Pavilion – alongside an exclusive interview with its stars, and an announcement about Henry Lau’s concert at the end of the year.

(Left to right) Cecilia Yip for Holiday Inn, Marina Bay Sands gives away tickets to the Weibo Gala 2025, and Pan Zhanle becomes a Friend of Shangri-La

Holiday Inn’s partnership with actress Cecilia Yip and videos with her at the hotel boosted the brand to 1st place for total engagements, despite only posting 14 times throughout the year. This is a celebrity brand endorsement that’s been particularly successful in China over the past year, also taking InterContinental to the top of the WeChat Rankings. Another of 2025’s most popular hotel posts came from Shangri-La in Q2, announcing badminton player Pan Zhanle as an official “friend of Shangri-La”.

Q4 2025 Weibo Rankings