RedNote: an essential platform for Chinese travelers
In the dynamic landscape of Chinese tourism, RedNote, known locally as Xiaohongshu, has emerged as an essential platform for travelers seeking authentic and personalized recommendations. Originally conceived as a luxury-focused shopping app, RedNote has evolved into a vibrant digital community where users share experiences about food, accommodation, and local activities. With over 300 million registered users, this platform is reshaping the way Chinese tourists plan their travels.
Olivia Plotnick, founder of the Shanghai-based consulting firm Wei Social, highlights that «RedNote is now the first place Chinese people turn to for travel inspiration.» A notable example of its influence was seen in 2021 when the platform’s community discovered the vibrant Asian food scene in Düsseldorf. The hashtag #weekendtriptoDusseldorf went viral, attracting a larger Chinese audience and benefiting local businesses like Boaobao, a Chinese-style bakery that uses RedNote as its primary promotional channel.
For international tourism brands, RedNote offers significant potential. A Dragon Trail study from January 2025 revealed that nearly half of Chinese travel agencies use platforms like RedNote to drive sales. Additionally, conversion rates on this social network surpass the average of other digital channels. Sienna Parulis-Cook, marketing and communications director at Dragon Trail, notes that «90% of the content on RedNote is original and created by the users themselves, which enhances its authenticity and credibility.» To maintain this proportion, the platform actively limits the number of sponsored posts.
Unlike platforms such as Instagram or Pinterest, RedNote stands out for its detailed content. Creators not only share captivating images but also provide full itineraries and reviews of each experience. Plotnick emphasizes that «it’s a platform for conversing, discovering, and learning,» highlighting its practical use over aspirational inspiration.
The profile of Chinese tourists is constantly evolving. The generation born after 2000 represents nearly half of the core market for Chinese travel agencies. This segment shows a growing interest in exclusive experiences, sustainability, and community-based tourism. In 2024, the most popular searches on RedNote included hashtags like #visa-free, #independent, #experience, and #seasonal. Additionally, nature-focused travel, birdwatching, and cultural heritage tourism have gained popularity. Plotnick adds that «young Chinese are increasingly seeking wellness-related experiences, such as spas and health retreats.»
Another rising phenomenon is digital nomadism. Young travelers who can work remotely are looking for longer stays that allow deeper cultural immersion in their destinations.
The impact of RedNote goes beyond China’s borders. In 2024, it was estimated that Chinese tourists made 130 million trips abroad. During the same year, the platform recorded over 19 million users with «high potential» to book international travel, with a 107% increase in international travel searches compared to the previous year. RedNote’s data shows that its user base is 70% women and 30% men. Furthermore, 77% of people searching for travel information on the platform are between 18 and 35 years old, underscoring the importance of this demographic for tourism brands looking to attract Chinese travelers.
For international tourism brands, it is crucial to understand and adapt to emerging trends on platforms like RedNote. Authenticity and personalization are key to attracting modern Chinese travelers. By collaborating with local influencers and fostering user-generated content, brands can establish a genuine presence on the platform. Additionally, it is essential to provide detailed and useful information that goes beyond attractive images, offering itineraries, practical tips, and honest reviews of experiences.
RedNote is transforming the way Chinese tourists discover and plan their adventures. For tourism brands looking to capture this growing market, it is imperative to recognize the platform’s influence and adapt their strategies accordingly. By doing so, they will not only attract a new generation of travelers but also build lasting connections based on trust and authenticity.
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