2025’s Top 10 WeChat Posts by Tourism Destinations

Which WeChat articles by overseas tourism destinations got the most views in 2025? Here are 10 of most-viewed articles by national, regional or municipal tourism boards published on WeChat this year. The ranking is based on the number of views the article received the week it was published (as catalogued in Dragon Trail’s WeChat rankings), with data up to the end of November.

The list has been edited to highlight more destinations and themes, as 23 out of the top 24 articles by views came from either Macau or Japan. Some of the articles we left off this list include typhoon warnings and updates from the Macao Government Tourism Organization, regular informational posts about buying health insurance for traveling in Japan, announcements about new flight routes between Japan and China, and Macau’s monthly performance calendars.

Article topics included Chinese New Year celebrations and other cultural festivals, new flights and travel policy announcements, and events and job postings in China. Read on for the full list…

10. Tourism Malaysia
20,478 views
January 6: Malaysia has even more Spring Festival spirit than mainland China (View)

The Malaysian tourism board welcomed visitors to come spend their Chinese New Year vacation in Malaysia, ensuring them they wouldn’t miss out on any festive celebrations like fireworks, lion dances, temple fairs, and lantern displays.

9. Turespaña
20,964 views
February 7: Here are the reasons you need to visit Spain in 2025! (View)

The Spanish tourism board’s article highlighted an extensive list of awards and accolades for various regions of Spain in 2025, alongside events in culture and sport, exhibitions, and anniversaries.

8. Tourism Australia
21,217 views
April 3: We’re hiring! Tourism Australia is waiting for you to join (View)

In April, Tourism Australia posted a job advertisement for a Marketing Executive for China to join its Shanghai office, working across digital, print, TV, PR and social platforms.

7. Tourism Authority of Thailand – Chengdu Office
21,337 views
November 19: Dear Chinese friends, it’s time to return to Thailand (View)

A few days after the Chinese government issued a travel safety warning for Japan, and after a year in which Chinese tourism to Thailand was severely impacted by safety fears, the tourism board published a letter entreating Chinese friends to visit again. The letter included details of the “Trusted Thailand” program, which accredits businesses that have services and facilities in place to guarantee safety and good service, including CCTV cameras and Chinese mobile payment acceptance.

6. Hong Kong Tourism Board
26,679 views
January 14: Claim yours now! Hong Kong’s first round of New Year red envelope covers (View)

Digital red envelopes for Chinese New Year are always huge on WeChat. In January 2025, the Hong Kong Tourism Board released four red envelope designs to celebrate the Year of the Snake, each with its own theme: good luck, good fortune, family reunion, and “according to your wishes”. The post also introduced diverse events and celebrations happening in Hong Kong during the New Year period.

5. Tourism New Zealand
27,905 views
October 20: Official announcement! Li Xian has become tourism ambassador for New Zealand. (View)

Chinese actor Li Xian became New Zealand’s official tourism ambassador to China this year. A short video released in October shows him experiencing Māori culture and many natural landscapes, including walking through ice tunnels and stargazing.

4. Scandinavian Tourist Board
30,146 views
January 7: Direct flights to Norway are resuming, see you in Norway in 2025! (View)

This article promoted travel to Norway, and announced the resumption of Hainan Airlines’ Beijing-Oslo flights from 22 March 2025, flying three times a week. Norway was one of 2025′ hotspots for Chinese tourists, with visitor growth rates surpassing most other European countries. The Scandinavian Tourist Board’s WeChat account has since become Visit Norway’s B2B trade account.

3. Macao Government Tourism Organization
69,132 views
January 2: “One trip per week” and “multiple-entry permits” are here! A spontaneous trip to Macau is on the way! (View)

Changes to Macau’s entry rules for mainland Chinese citizens from neighboring cities of Zhuhai and Hengqin went into effect at the start of 2025. This post introduced the new, relaxed rules for entry and promoted 2025 travel to Macau.

2. Japan National Tourism Organization
93,730 views
July 16: Unmissable, authentic summer festivals in Japan (View)

Japan’s top article of the year introduced summer cultural festivals throughout the country, including the Aomori Nebuta Festival with its paper lanterns, the Morioka Sansa Odori with its world record-holding parade, and the Sendai Tanabata Festival, featuring brightly colored, handmade decorations.

1. Philippine Department of Tourism
98,658 views
July 30: Unleash your potential! The Philippines invites you to the DRT Beijing Diving Show! (View)

This post promoted the Diving Resort Travel Expo, held in Beijing from 8-10 August. The Philippine Department of Tourism exhibited at the show, alongside 16 other partners, including regional tourism boards, resorts, diving centers, and DMCs.