For travel and tourism brands seeking to capture the attention of Chinese travelers, Xiaohongshu (小红书) has emerged as an indispensable platform in their digital marketing arsenal. Often described as a hybrid of Instagram and Pinterest with powerful e-commerce capabilities, this unique social platform has become the go-to destination for travel inspiration among China’s digitally-savvy millennials and Gen Z consumers.

With over 200 million monthly active users, Xiaohongshu’s highly engaged community actively discovers, researches, and plans their travel experiences through authentic user-generated content. What sets Xiaohongshu apart is its reputation as a trusted source for genuine travel recommendations—a critical factor in an era where consumers increasingly value authenticity over traditional advertising.

In this comprehensive guide, we’ll explore how travel and tourism brands can develop and implement effective Xiaohongshu marketing strategies to connect with Chinese travelers at every stage of their journey—from initial destination inspiration to post-trip sharing. We’ll dive into platform-specific content strategies, influencer partnership approaches, community engagement tactics, and measurement frameworks tailored specifically for the travel and tourism industry.

Understanding Xiaohongshu: China’s Travel Inspiration Platform

Xiaohongshu (Little Red Book) began as a community for Chinese travelers to share overseas shopping tips but has evolved into China’s premier lifestyle, beauty, and travel discovery platform. The platform’s unique ecosystem combines social sharing with product discovery, creating what industry experts call a “closed-loop marketing environment” where users can move seamlessly from inspiration to action.

For travel-related content, Xiaohongshu serves as both a discovery and validation tool. Chinese travelers use the platform to research destinations, discover hidden gems, learn about cultural nuances, and validate their travel choices through peer experiences. This behavior aligns perfectly with travel marketing objectives, as the platform naturally facilitates the entire customer journey from awareness to consideration to decision.

Content on Xiaohongshu typically takes the form of detailed posts (called “notes”) that combine captivating images with in-depth descriptions. For travel content, this often includes comprehensive itineraries, accommodation reviews, transportation tips, and cultural insights. The platform’s emphasis on authentic, detailed content makes it particularly valuable for travel marketers seeking to provide depth rather than surface-level promotion.

Why Xiaohongshu Matters for Travel & Tourism Brands

Chinese outbound tourism has been one of the world’s most significant travel trends, with Chinese travelers spending over $255 billion annually on international trips pre-pandemic. While international travel patterns have evolved post-COVID, the importance of the Chinese market remains undisputed for global tourism destinations and brands.

Xiaohongshu’s influence on travel decisions is substantial. According to our research at Hashmeta’s AI Marketing division, over 72% of Chinese millennials and Gen Z travelers consult Xiaohongshu when planning trips. The platform’s impact on destination selection is particularly pronounced—locations featured prominently on Xiaohongshu frequently experience significant increases in Chinese visitor numbers.

What makes Xiaohongshu especially valuable for travel and tourism brands is its demographic alignment. The platform’s core users—predominantly educated, urban women aged 18-35 with strong purchasing power—match the profile of China’s most active international travelers. These users exhibit high engagement rates with travel content, spending an average of 40+ minutes daily on the platform exploring lifestyle and travel experiences.

Furthermore, Xiaohongshu content benefits from exceptional longevity. Unlike platforms where content quickly disappears from feeds, well-optimized Xiaohongshu posts can continue generating views, saves, and engagement for months or even years after publication—creating sustained value for tourism marketing campaigns.

How the Xiaohongshu Algorithm Works for Travel Content

Understanding Xiaohongshu’s algorithm is essential for travel brands looking to maximize organic visibility. Unlike chronological feeds, Xiaohongshu uses a sophisticated content distribution system that evaluates quality signals to determine which content reaches users.

The platform’s algorithm prioritizes several key factors for travel content:

• Content completeness: Comprehensive guides with detailed information perform better than superficial posts
• Visual quality: High-resolution, authentic imagery that showcases destinations naturally
• User engagement: Comments, saves, and shares signal value to the algorithm
• Content freshness: New perspectives on even well-covered destinations
• Keyword optimization: Strategic use of relevant search terms in titles and content

For travel brands, effectively leveraging GEO and AEO principles is critical on Xiaohongshu. The platform functions as a search engine for travel inspiration, with its discover page serving as a primary entry point for users. Our SEO Consultant team has observed that properly optimized content can achieve exponentially higher visibility through search than through social sharing alone.

Xiaohongshu’s algorithm also demonstrates seasonal awareness, prioritizing timely travel content that aligns with upcoming holidays, seasonal travel patterns, and cultural events. Travel brands should plan content calendars accordingly, publishing destination guides and seasonal travel content 2-3 months before peak booking periods.

Developing an Effective Xiaohongshu Content Strategy

The foundation of successful Xiaohongshu Marketing for travel brands lies in developing a coherent content strategy tailored to the platform’s unique characteristics and user expectations. Through our work with over 1,000 brands, we’ve identified several content approaches that consistently perform well for tourism entities:

Destination Storytelling

Chinese travelers respond strongly to narrative-driven content that goes beyond typical tourist information. Develop content that tells compelling stories about destinations, focusing on unique cultural experiences, local interactions, and emotional connections. For example, rather than simply showcasing a beach resort’s amenities, create content around meaningful experiences like participating in traditional fishing with locals or learning indigenous cooking techniques.

Our Content Marketing specialists recommend creating content series that build narratives across multiple posts. This approach keeps users engaged over time and increases the likelihood of profile follows rather than just single-post engagements.

Visual Excellence

While high-quality visuals are important on any platform, Xiaohongshu’s visual standards are particularly exacting. The platform favors a specific aesthetic that blends authenticity with artistic composition. For travel content, this means:

• Natural, minimally filtered images that maintain realistic color representation
• A mix of wide landscape shots and intimate detail captures
• Human elements that help users visualize themselves in the destination
• Consistent visual style across posts to build brand recognition

Brands should invest in creating platform-specific visual assets rather than repurposing content from other channels. Xiaohongshu’s 3:4 vertical format and multi-image carousel functionality should be leveraged for optimal engagement.

Practical Value

The most successful travel content on Xiaohongshu balances inspiration with practical utility. Chinese travelers value detailed information that helps them plan actual trips. This includes:

• Specific recommendations with exact locations (addressees, map pins)
• Transportation logistics and insider tips
• Sample itineraries with timing suggestions
• Cultural etiquette guidance
• Pricing information and value assessments

Our AI marketing agency data shows that content offering specific, actionable advice receives 3.8x more saves than purely inspirational content—a critical engagement metric on the platform.

Content Formats That Perform

Through analyzing engagement metrics across numerous tourism campaigns, we’ve identified these high-performing content formats for travel brands:

1. Thematic guides: “7 Hidden Beaches in Bali” or “Ultimate Food Tour of Singapore”
2. Experience reviews: Detailed accounts of accommodation, tours, or activities
3. Comparison content: “Luxury vs. Budget Experience in Maldives”
4. Seasonal recommendations: “Perfect Cherry Blossom Itinerary in Japan”
5. Travel hacks: Insider tips for navigating destinations efficiently

Our analysis using AI SEO tools reveals that comprehensive guides with 800+ characters and 9+ images typically generate the highest engagement and conversion rates for travel content.

Leveraging KOL Partnerships for Maximum Impact

Key Opinion Leaders (KOLs) play an outsized role in Xiaohongshu’s ecosystem, particularly for travel content. Chinese travelers place exceptional trust in peer recommendations, making strategic KOL partnerships one of the most effective approaches for tourism brands.

Using our AI Influencer Discovery tools, we’ve identified several categories of travel KOLs on Xiaohongshu:

• Travel experts: Professional travelers with large followings and broad destination knowledge
• Destination specialists: KOLs who focus on specific regions or types of travel experiences
• Lifestyle KOLs: Broader influencers who occasionally create travel content
• Photography specialists: Content creators known for exceptional visual documentation
• Local experts: Native residents who provide authentic local perspectives

Each category serves different marketing objectives. While travel experts offer broad reach, our Influencer Marketing Agency data shows that destination specialists and local experts often deliver higher conversion rates despite smaller audiences.

When structuring KOL partnerships, tourism brands should prioritize authenticity and creative freedom. Prescriptive briefs that result in obviously sponsored content typically underperform on Xiaohongshu, where users are highly sensitive to authenticity signals. Instead, provide KOLs with unique experiences and allow them to document these in their own voice and style.

Long-term KOL relationships tend to outperform one-off collaborations. Establishing ongoing partnerships allows for the development of genuine connections between influencers and destinations, resulting in more credible advocacy over time.

Community Engagement Tactics for Tourism Brands

While content creation forms the foundation of Xiaohongshu marketing, active community engagement is equally crucial for travel and tourism brands. The platform rewards brands that participate authentically in community conversations rather than simply broadcasting content.

Effective engagement strategies for tourism brands include:

Responsive Interaction

Brands should respond promptly to comments and questions on their posts, ideally within 24 hours. For tourism entities, this often involves providing additional information about destinations, clarifying details about experiences, or offering personalized recommendations. Our analysis shows that profiles with response rates above 80% experience 67% higher follower growth than those with limited interaction.

User-Generated Content Curation

Tourism brands can significantly expand their content reach by encouraging and highlighting user-generated content. Implement destination-specific hashtags and regularly feature visitor content on your official profile. This approach not only provides fresh content but also builds community loyalty—travelers featured by destination accounts typically become long-term brand advocates.

Our Local SEO specialists recommend creating location-specific collections within your profile to organize user content by region or experience type, making it easier for potential visitors to find relevant information.

Trend Participation

Xiaohongshu regularly features platform-wide trends and challenges that brands can leverage for increased visibility. Tourism brands should monitor these trends and participate when relevant opportunities arise. For example, during the popular “Hidden Gems” trend, destination marketing organizations can showcase lesser-known attractions that align with the trend’s theme.

However, forced trend participation can backfire if it appears inauthentic. Our recommendation is to participate selectively in trends that naturally align with your destination’s attributes rather than attempting to capitalize on every trending topic.

Measurement and Analytics for Xiaohongshu Campaigns

Effective measurement is essential for optimizing Xiaohongshu marketing performance. Tourism brands should establish comprehensive analytics frameworks that track both platform-specific metrics and broader business outcomes.

Key performance indicators for travel brands on Xiaohongshu include:

• Engagement metrics: Likes, comments, shares, saves, and profile visits
• Content performance: View-to-engagement ratios across different content types
• Follower growth: Rate and demographic quality of new followers
• Search visibility: Ranking positions for key destination terms
• Referral traffic: Visits to external booking sites (tracked via UTM parameters)
• Conversion signals: Booking inquiries, itinerary requests, and direct reservations

Our SEO Service team has developed specialized tracking methodologies that connect Xiaohongshu engagement to actual tourism outcomes. For instance, destination-specific QR codes featured in Xiaohongshu content can track offline conversions when visitors scan them upon arrival.

When analyzing performance data, focus on identifying content patterns that drive meaningful business results rather than vanity metrics. A post with moderate engagement that generates high-quality leads is more valuable than viral content that attracts users with low travel intent.

Success Stories: Tourism Brands Winning on Xiaohongshu

Examining successful tourism campaigns on Xiaohongshu provides valuable insights for brands developing their own strategies. Here are two notable case studies from our client portfolio:

Southeast Asian Luxury Resort Group

A premium resort collection struggled to differentiate its properties from competitors targeting Chinese tourists. Through Xiaohongshu Marketing, the brand implemented a content strategy focusing on unique experiences rather than standard luxury amenities.

The approach included:

• Partnering with mid-tier KOLs who specialized in experiential luxury travel
• Creating content series highlighting authentic local experiences arranged exclusively for guests
• Developing detailed guides for different traveler personas (honeymoon, family, wellness)
• Implementing a UGC strategy that incentivized guests to share their experiences

Results: The campaign generated a 215% increase in direct booking inquiries from Chinese travelers, with 68% of new guests specifically mentioning Xiaohongshu content as their discovery source.

European City Tourism Board

A European destination marketing organization sought to attract independent Chinese travelers beyond the typical group tour demographic. The city was known to Chinese tourists but primarily as a short stopover rather than a primary destination.

Using AI Local Business Discovery tools, we identified authentic local experiences that would appeal to Chinese travel preferences. The strategy included:

• Creating neighborhood-specific guides highlighting hidden gems and local favorites
• Partnering with Chinese students studying in the city to provide authentic local perspectives
• Developing seasonal content showcasing the city’s year-round appeal
• Implementing a hashtag campaign that encouraged visitors to document unique experiences

Results: The initiative led to a 43% increase in average stay duration among Chinese independent travelers and a 78% growth in off-season visitation, significantly improving tourism distribution throughout the year.

Common Challenges and Solutions for Tourism Marketers

Tourism brands new to Xiaohongshu frequently encounter several common challenges. Here’s how to address them effectively:

Challenge: Content Localization

Many international tourism brands struggle to create content that resonates authentically with Chinese audiences, either producing material that feels too foreign or attempting to be “too Chinese” in a way that comes across as inauthentic.

Solution: Partner with local content creators who understand both your brand values and Chinese cultural nuances. Our approach combines international tourism expertise with native Chinese content specialists to create material that bridges cultural gaps effectively.

Challenge: Platform Verification

Establishing official verified accounts on Xiaohongshu can be complicated for foreign entities due to registration requirements and verification processes.

Solution: Work with established agency partners who can facilitate the verification process through legitimate channels. As an AI marketing agency with offices in China, Hashmeta provides end-to-end support for account setup, verification, and compliance.

Challenge: Measurement Attribution

Tourism brands often struggle to connect Xiaohongshu marketing efforts to actual visitation and booking outcomes.

Solution: Implement multi-touch attribution models that track the customer journey across platforms. Our data-driven approach includes custom tracking codes, targeted surveys at booking touchpoints, and CRM integration to create comprehensive attribution frameworks.

Challenge: Maintaining Consistency

Many tourism brands start strong on Xiaohongshu but struggle to maintain consistent content production and community engagement over time.

Solution: Develop quarterly content calendars aligned with Chinese travel booking patterns and leverage a mix of evergreen and seasonal content. Implement content batching methodologies to ensure consistent posting despite operational fluctuations.

Getting Started with Xiaohongshu Marketing

For travel and tourism brands ready to develop their presence on Xiaohongshu, we recommend a systematic approach:

1. Conduct platform research: Before creating content, spend time analyzing how potential visitors currently discuss your destination or similar offerings on the platform. Identify common questions, misconceptions, and interest patterns.
2. Develop a distinctive content positioning: Determine how your destination offers unique experiences that align with Xiaohongshu user interests while differentiating from competitors.
3. Create foundational content assets: Develop a core set of comprehensive guides and visual stories that address the most common travel planning needs for your destination.
4. Implement a phased KOL strategy: Begin with micro-influencers who have highly engaged niche audiences before scaling to larger partnerships.
5. Establish measurement frameworks: Set up analytics systems that track both platform performance and business outcomes before launching campaigns.

The most successful tourism entities on Xiaohongshu approach the platform as a long-term community building effort rather than a short-term promotional channel. Consistent investment in authentic content and meaningful engagement typically yields significant returns in terms of destination preference and visitation intent.

As Chinese travelers continue to shape global tourism patterns, establishing an effective presence on Xiaohongshu has become essential for destinations and travel brands seeking to connect with this valuable market. The platform’s unique combination of inspiration, planning, and validation makes it particularly powerful for influencing travel decisions throughout the customer journey.

Success on Xiaohongshu requires more than simply translating existing marketing materials. It demands a nuanced understanding of Chinese travel preferences, platform-specific content approaches, and strategic KOL partnerships. Brands that invest in developing authentic, value-driven content strategies typically see significant returns in terms of destination awareness, preference, and ultimately visitation.

For tourism marketers, the key takeaway should be that Xiaohongshu marketing is most effective when approached as an integrated component of a broader China-focused strategy rather than an isolated campaign channel. By aligning Xiaohongshu content with other Chinese digital platforms and offline experiences, brands can create seamless journeys that convert online inspiration into actual tourism outcomes.

As China’s outbound tourism continues to evolve post-pandemic, destinations that establish strong Xiaohongshu presences now will be well-positioned to capture market share as international travel patterns normalize. The platform’s growing influence on travel decisions makes it not just a marketing opportunity but a strategic necessity for forward-thinking tourism brands.