Dragon Trail International

Based in Beijing with an additional office presence serving the UK market, this agency has been active since 2009 and focuses specifically on connecting international brands with Chinese consumers and the Chinese travel trade. Its client base centers on the global travel and MICE (meetings, incentives, conferences, exhibitions) industries, including tourism boards, hotels, attractions, and consumer brands seeking entry into or growth within the Chinese market. The team, sized between one and ten people, works across digital marketing, B2B marketing, events, research and strategy, and representation services for organizations expanding into China. Described services include search engine optimization, social media marketing, marketing strategy, event management and marketing, public relations, IT strategy consulting, and mobile app development. In practice, the agency's case examples show work such as running KOC influencer campaigns on platforms like RedNote/Xiaohongshu tied to e-commerce and OTA sales channels, organizing FAM (familiarization) trips for Chinese media and KOLs to introduce destinations to the Chinese market, and building trade training programs, such as a travel specialist certification course hosted through its own China Travel Academy platform. Additional work includes multi-platform influencer and media campaigns spanning WeChat, Weibo, Douyin, and Kuaishou, alongside interactive WeChat H5 campaigns for airline clients, and offline events such as branded masterclasses designed to build consumer awareness for market entrants.