Tourism New Zealand kicked off a new campaign for the Chinese market in March 2026, specifically targeting the silver travel market – travelers aged 50+ – and guided by bespoke research conducted by Dragon Trail International.
The Chinese outbound tourism market is maturing, but 2025 still saw ongoing growth, technological developments, and plenty of surprises. These are the 8 top trends and developments that defined the year.
Which WeChat articles by overseas tourism destinations got the most views in 2025? Here are 10 of most-viewed tourism board posts, with topics including Chinese New Year celebrations and other festivals, new flights and travel policies, job opportunities, and more.
A first-of-its-kind publication, Dragon Trail's White Paper on Chinese Tourism to the Middle East and North Africa provides extensive, original, up-to-date, and fact-checked data and insights on the Chinese tourism market to the region.
The Polish Tourism Organization saw 2025's International Chopin Piano Competition as a unique opportunity to market Poland to Chinese travelers interested in music, culture, and in-depth tourism. The challenge? Finding the right influencers.
Dragon Trail helped Tourism New Zealand to upgrade their Chinese travel trade marketing with the launch of the all-new 100% Pure New Zealand Specialist Program, attracting more than 1,500 sign-ups in just two weeks.
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.
Which WeChat articles by overseas tourism destinations got the most views in 2024? Here are the top 10 most-viewed articles by national, regional or municipal tourism boards published on WeChat this year.
With a long-term view of the Chinese market’s potential and its importance to Queensland’s overall tourism development strategy, Australia’s “Sunshine State” is going all-in for both trade and consumer marketing in China.
Chinese short video platform Douyin's 2023 report looks at trends in content and users who are interested in travel. Find out who's using Douyin to look at travel information, and the surprising top international destination search.