ChinaContact was founded by Roy Graff in 2005

Since the early days of Chinese outbound tourism, ChinaContact founder Roy Graff has been at the forefront of the dramatic expansion of the Chinese tourism market. As a market entry strategist, business developer, advisor and marketing expert, he has helped many well known brands and national tourism bodies make sense of China and grow their business there.


In 2017 Roy joined Dragon Trail Interactive as Managing Director – EMEA, continuing his passion of connecting China and the West through tourism.

Roy’s book China, the Future of Travel, is the China outbound tourism industry’s definitive handbook.

Join the long list of satisfied clients including VisitBritain, Eurostar, Skyscanner, VisitBritain, PromPeru, Peninsula Hotels, Bulgari Hotel, CitizenM Hotels, G Adventures, ELLE Magazine and many more.

China is now the single largest source of international tourism while possessing the largest domestic tourism market in the world. This market offers immense opportunities for destinations and companies that are willing to commit themselves to learn how to do business in this very different environment.


  • ...clearly understands the Chinese market exceptionally well and has made some excellent recommendations on how we can improve and develop our business operations in China.

  • Roy's fluency in Mandarin (greatly respected by our Chinese client), his thorough understanding of Chinese tourism and leisure markets and his ready grasp of the totality of our project enabled him to play a key role in communicating with the client and delivering our project.

  • ...delivered an excellent piece of strategic analysis on an e-commerce business solution for our business. He coupled this with practical, commercially focussed solutions to help us implement the recommendations. I was particularly impressed with his ability to engage and communicate effectively with key members of the project team who are key to delivering results from the web site. I have no hesitation in recommending him.