Dragon Trail Delivers Digital Masterclass for Turespaña

Dragon Trail’s Sienna Parulis-Cook (right) gave a masterclass on Chinese social media for Turespaña in Madrid on 9 July 2024. Pictured with Turespaña’s María Llinares, Counsellor of Tourism in Beijing (left)

On 9 July 2024, Dragon Trail delivered a masterclass on Chinese social media for tourism marketing at the Spanish tourism board’s training day on Chinese tourism in Madrid. The session was attended by more than 80 offline and 200 online participants, representing destinations, hotels, DMCs, attractions, airports, and other travel businesses throughout Spain.

During the 75-minute session, Dragon Trail’s Director of Marketing and Communications, Sienna Parulis-Cook, presented the content of a 182-page report created exclusively for Turespaña’s Guangzhou Office by Dragon Trail International. The report includes extensive, practical guides to six Chinese social media platforms and how they can be used by tourism brands and businesses, with dozens of case studies from Spain and throughout Europe, and a deep-dive discussion on the evolution of the Chinese social media landscape over the past several years and how it is used by travelers now.

Sienna’s session was part of a full-day conference program that included panel discussions and presentations from leaders in the Chinese tourism industry such as Fliggy, Trip.com Group, CYTS MICE, and HCG International Travel Group, as well as Chinese travel KOLs, and other experts.

Spain has seen a strong recovery of the Chinese tourism market over the last year. As of summer 2024, flight capacity between Spain and China is now 38% above pre-pandemic levels. Moreover, extensive marketing by Turespaña throughout the pandemic period and after – including live streaming and travel agent training – is now having a positive impact.

Introducing the Chinese traveler’s social media journey

Dragon Trail’s report for Turespaña on Chinese social media is now available to download from the Turespaña website. There you can also view recordings of all of the event sessions, and find additional reports and materials on trends in Chinese tourism and specifically tourism to Spain.

Dragon Trail is experienced in conducting bespoke market research and report writing, and in delivering both online and offline training sessions, covering topics from cultural etiquette to running FAM trips to effectively using Chinese social media. Contact us to discuss your needs for market intelligence and training.