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Discover the top Weibo accounts, content, and marketing strategies from international travel brands in 2025, including destination tourism boards, airlines, airports, cruise lines, hotels, and attractions.
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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.
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Celebrity content, offline events, and fan giveaways led engagement, with standout campaigns from AirAsia and Holiday Inn. Cruise videos under-performed on Weibo, showing the need for platform-specific strategies.
Brand Rankings
The top-ranking Weibo accounts for travel destinations, airlines, airports, cruise lines, museums & attractions, and hotels, for the week of 28 June-4 July 2025
Brand Rankings
The top-ranking Weibo accounts for travel destinations, airlines, airports, cruise lines, museums & attractions, and hotels, for the week of 21-27 June 2025
Brand Rankings
The top-ranking Weibo accounts for travel destinations, airlines, airports, cruise lines, museums & attractions, and hotels, for the week of 14-20 June 2025
Brand Rankings
The top-ranking Weibo accounts for travel destinations, airlines, airports, cruise lines, museums & attractions, and hotels, for the week of 7-13 June 2025
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The top-ranking Weibo accounts for travel destinations, airlines, airports, cruise lines, museums & attractions, and hotels, for the week of 24-30 May 2025
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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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