Dragon Trail Interactive, a leading digital marketing agency with focus on China and travel, announces that it has appointed China tourism expert Roy Graff as its Managing Director of Europe, the Middle East and Africa (EMEA). 

Dragon Trail also inaugurates the opening of its first overseas office in London, with an official launch event hosted on the 15th March in London.

Roy will lead Dragon Trail’s further expansion in Europe, one of Chinese tourists’ preferred long haul destinations, and in the Middle East and Africa. 

Roy Graff, Managing Director EMEA, Dragon Trail Interactive

The agency serves a growing number of clients including Visit Europe, Atout France, the German National Tourist Board and many others.  

Stepping into the role ahead of ITB Berlin this year, Roy will represent Dragon Trail at one of Europe’s leading tourism trade fairs.

“Bookings to Europe during Chinese New Year bounced back to new heights highlighting Chinese tourists’ long term resilience and interest in the region...Our London base positions us well to assist UK companies attract Chinese tourists, which according to VisitBritain grew by 46% in 2016,” said George Cao, co-founder and CEO of Dragon Trail. 

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.