Our first full-year report on Weibo marketing by overseas tourism brands analyzes follower growth, engagement, content strategies, and stand-out posts in 2020 for destinations, airlines, cruise lines, attractions, and hotels.
Our Q3 2020 Weibo Rankings Report reveals that while most categories struggled to maintain engagement and increase followers, hotels and NTOs saw positive results, and live streaming joined celebrities and giveaways as a powerful tool to attract engagement.
Fewer overseas tourism accounts were active on Weibo in Q2 2020, but national tourism boards, attractions, and hotels all saw increased engagement. Check our full rankings report for the quarter, with analysis of the most successful content strategies.
How has COVID-19 impacted Chinese tourism marketing on Sina Weibo? Our Q1 2020 analysis reveals how international tourism brands adjusted their strategies from the start of the crisis in China, and which new topics were most successful for maintaining engagement.
Dragon Trail's first quarterly report for international tourism brands on Sina Weibo tracks and analyzes Q4 2019 performance for tourism boards, airlines, cruise lines, museums & attractions, and hotels.