How is Xiaohongshu changing Chinese tourist travel habits?

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Xiaohongshu is reshaping Chinese tourist travel habits by shifting focus from traditional attractions to photogenic, lesser-known destinations and curated "city walk" experiences.

Chinese tourists are increasingly relying on the social media platform Xiaohongshu for travel inspiration and itinerary planning, leading to a notable departure from conventional tourism practices. This digital influence directs travellers towards visually appealing, offbeat locations rather than established landmarks, fundamentally altering how destinations are discovered and experienced. The app’s vast user base and emphasis on shareable content have cultivated new travel trends, impacting both the selection of sites and the overall approach to exploring new cities.
Shift Towards Photogenic, Offbeat Destinations

Xiaohongshu, often described as China's answer to Instagram, has become a primary source for travel recommendations, guiding users to photogenic spots that may not be typical tourist attractions. This has led to the popularisation of sites such as Fort Canning's tree tunnel and the colourful Old Hill Street Police Station in Singapore, which have gained prominence due to their aesthetic appeal and suitability for social media sharing. The platform's influence encourages a focus on capturing visually striking images, a phenomenon reinforced by the Chinese trend of "da ka," or "punching the card," which involves visiting and documenting such locations.
Rise of App-Driven Itinerary Planning

The platform's extensive reach, with over 300 million monthly users, facilitates a more independent and app-driven approach to travel planning. Travellers now curate their itineraries around specific "Instagrammable" spots highlighted on Xiaohongshu, often bypassing the need for traditional tour guides. This trend is further exemplified by the promotion of "city walk" experiences, where users follow pre-designed routes that include various curated stops, integrating a structured yet personal way of exploring urban environments.
Impact on Local Tourism and Consumer Choices

This digital shift has a tangible impact on local economies and consumer behaviour. The reliance on Xiaohongshu for recommendations extends beyond attractions to include culinary experiences and souvenir shopping. For instance, the app has driven Chinese tourists to seek out specific local dishes like bak kut teh and chilli crab, as well as particular souvenirs such as Tiger Balm ointment and Merlion memorabilia. However, this reliance also means that some travellers' expectations, shaped by curated online content, may not always align with their on-the-ground experiences, as noted by some users finding recommended food pricey or less satisfying than anticipated.

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How is Xiaohongshu changing Chinese tourist travel habits?

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