What role does Xiaohongshu play in promoting lesser-known destinations?

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Xiaohongshu Acts as a Catalyst for Promoting Lesser-Known Destinations and Businesses

Xiaohongshu, also known as RedNote, significantly influences China's booming domestic tourism by directing travellers to less conventional locations and supporting smaller businesses. The platform's user base has grown to 350 million monthly active users as of May, and it serves as a primary source of travel inspiration for many younger travellers. This has led to an influx of tourists to destinations like Zibo, an industrial city in Shandong, following the viral popularity of its barbecue skewers on the app, and has also boosted the visibility of smaller enterprises.
Driving Footfall to Unconventional Locations

Xiaohongshu's influence is evident in its ability to transform quiet or lesser-known cities into popular tourist spots. For instance, Zibo, a city not traditionally on the tourist map, saw a surge in visitors after its affordable, marinated barbecue skewers gained widespread attention on the platform. This phenomenon highlights how Xiaohongshu can rapidly elevate a location's profile by creating viral trends and drawing significant attention to unique local offerings.
Empowering Lesser-Known Businesses

Beyond popular destinations, Xiaohongshu has been instrumental in boosting the visibility and customer base of smaller, lesser-known businesses. Photographers in Beijing's tourist hotspots, like the Shichahai area, feel the pressure from competitors who leverage the platform to attract clients. One photographer mentioned a competitor with 45,000 followers on Xiaohongshu, indicating how a strong online presence can significantly impact a business's customer flow and pricing power.
Shaping Travel Planning and Itineraries

The platform functions as a crucial tool for travel planning, with users like 20-year-old student Mina Chen relying on Xiaohongshu recommendations for their trips. Searching keywords such as "citywalk" on the app provides users with comprehensive itineraries, including dining suggestions and efficient routes between attractions. This detailed, user-generated content makes Xiaohongshu indispensable for many in planning their travel experiences.
Facilitating Discovery and Local Experiences

Xiaohongshu enables users to discover authentic local experiences and understand the realities of destinations beyond typical tourist narratives. Retiree Ernest Phua from Singapore utilized the app to plan trips to Guangdong and Yunnan, searching for "travel strategy" in Mandarin to find local recommendations. He noted that the content on Xiaohongshu offers a distinct advantage over other platforms like YouTube for understanding what locals genuinely enjoy, eat, and visit.

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What role does Xiaohongshu play in promoting lesser-known destinations?

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