Roy was one of the pioneers of the Chinese outbound FIT market in the early 2000s.
Roy is the author of the 2015 book, China: The Future of Travel
As a marketing agency, Dragon Trail focuses entirely on China, on digital and on the tourism industry.
Roy Graff brings over 20 years of experience working in and with China in the tourism, hospitality, luxury retail and digital marketing sectors, where he held a series of executive roles in business development, marketing, distribution, sales and e-commerce. Roy is the author of the book “China, the Future of Travel” published in 2015 and frequently serves as a media commentator and public speaker at leading travel and tourism conferences.
Prior to joining Dragon Trail, Roy has provided strategic advice and market entry support, as MD of ChinaContact which he founded in 2005, to some of the most trusted travel organisations including Skyscanner, VisitBritain, PromPeru, Eurostar, Tourism Ireland, and Peninsula Hotels and Resorts, among many others. In the early 2000s he spearheaded Gullivers Travel Associate’s development of the independent travel business in China in the early days of Chinese outbound tourism.
Roy has a bachelor’s degree in Chinese and Economics from the School of Oriental and African Studies (SOAS), University of London and is a fluent Mandarin speaker.
Founded in 2009 by industry veterans, Dragon Trail Interactive was one of the first digital marketing agencies to recognize the significance of the Chinese outbound travel market to international destinations and the tremendous potential of Chinese social media as a way to tap into that market.
The company is committed to the mission of helping global travel and tourism organizations reach and engage with affluent Chinese consumers through outstanding digital initiatives. Our in-house marketers, creative designers, copywriters, software engineers and account managers work with clients including national and regional tourism boards, hotel chains, cruise lines, airlines, museums and other companies and attractions looking to reach the Chinese outbound travel market.
In recognition of our work, we have been awarded Red Herring’s “Asia Top 100” and Phocuswright’s “Travel Innovator,” in addition to other awards, such as the “Summit International Awards (SIA),” “the Adrian Award” by HSMAI, and Travel Weekly’s “China Travel & Meeting Industry Awards”.