Report: The most popular Tourism and Travel brands on WeChat in Q2


Australia’s idyllic summer resort locations have helped Tourism Australia snare the top position in UMS’ ranking of Destination Tourism official WeChat profiles.

The report reveals the best performing Tourism organisations on WeChat by ranking the profiles based on average views per post throughout the second quarter of 2017.

The ranking saw Tourism Australia knock Tourism New Zealand into second place, with an impressive 28,517 average views per post.  [View Q1 report here]


Tourism Australia’s best performing post shared details about the country’s best summer resort locations and attracted 56,413 views. The post was shared in June, at the height of China’s sweltering summer, which proved to be a smart move to tap into people’s craving for a beach getaway.


A post by Destination Canada detailing the most creative ways to celebrate Canada’s national day was the second most popular post attracting 47,044 views. While Tourism New Zealand used the romance of a road trip to secure the third most popular post attracting 40,060 views.


Air Asia continues to dominate the airline category. Air Asia’s regular stream of flight deals and promotional offers helps the brand maintain its significant lead attracting a just under 2.4 million total views during Q2.


Promotional offers were the key drivers behind this category’s top performing posts including a 1 RMB ticket offer from Cebu Pacific, which attracted 39,092 views.

A British Airways competition invited WeChat followers to submit their favourite British songs for a chance to win a host of prizes, including airline tickets, travel accessories and t-shirts. The creative campaign post attracted 77,743 views – well above the account’s average 5,412 views.


The statistics from Q2 2017 reinforce the importance of attractive and enticing imagery for tourism destinations to attract Chinese travellers, as well as showcasing the popularity of special price offers for flights. Once again, British Airways demonstrated how a creative competition can elevate engagement for a brand beyond a basic price-led promotion.