This study explores how Chinese destination management organizations (DMOs) employ global social media posts to promote their destinations to international travelers and to understand the effects of post-related factors on online user engagement. Based on a review of 6014 Facebook posts over a one-year period, this study empirically investigates the engagement performance of Chinese DMOs and its relationship with three post-related factors, namely post content interactivity, post type, and post length. Interactive content and post length each exert significant and positive effects on user engagement. Furthermore, post length is more meaningful when the content is interactive.