Editor’s note: A version of this post first appeared on  Jing Daily the leading digital publication on luxury consumer trends in China. 

WeChat recently released a brief data report, unveiling user behavior and trends on its services in 2016. Sporting some 846 million monthly active users and a range of features ranging from social networking to consumption, WeChat may possess the best dataset in the world on Chinese consumer habits—justifiably making it a relevant data source for everything Chinese consumers. However, its travel data is so far off the mark that it prompts the question if any statistics on Chinese travel can be trusted. If WeChat can’t figure out where Chinese tourists are going, who can?

While clearly more of a promotional tool than a resource for academic research, WeChat proudly presented its travel data during a “pro workshop” in China to later distribute it to partners and other stakeholders through its official, English-language, channels. As can be expected when a platform of WeChat’s magnitude releases user insights, the story was quickly picked up by both domestic news outlets, overseas media such as Business Insider, CCTV International, as well as various more niche outlets covering topics such as technology and travel.

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Jing Daily

Jing Daily is the leading digital publication on luxury consumer trends in China. They publish up-to-the-minute news updates, reports on key trends, insights from leading industry figures, and in-depth...