Travel & Tourism Marketing on Xiaohongshu
Where 75% of young Chinese travelers plan their trips—capture China's ¥7.2T travel market with inspiring destination content
Travel Market Landscape
Xiaohongshu dominates China's travel inspiration and planning space with massive engagement
Traveler Profiles
Four distinct traveler segments driving XHS travel content engagement
The Weekend Warrior
Age 22-30 • Income ¥8K-18K/month • Tier 1-2 cities • 3-5 trips/year
Short domestic trips, city breaks, budget-conscious but experience-focused
Value for money, hidden gems, photo-worthy spots, weekend vibes
The Luxury Explorer
Age 28-40 • Income ¥25K-60K+/month • Tier 1 cities • 4-8 trips/year
Premium experiences, international destinations, 5-star hotels, curated itineraries
Exclusivity, service quality, unique experiences, status destinations
The Culture Seeker
Age 25-35 • Income ¥12K-28K/month • All tiers • 4-6 trips/year
Authentic experiences, local culture, historical sites, immersive travel
Authenticity, learning, off-beaten-path, meaningful connections
The Family Adventurer
Age 30-45 • Income ¥15K-35K/month • All tiers • 2-4 trips/year
Kid-friendly destinations, family resorts, safe adventures, multigenerational travel
Safety, convenience, kid activities, family-friendly amenities
Travel Content Pillars
Five core content types that drive traveler engagement and booking decisions
Destination Guides & Itineraries
Travel guides, 3-day itineraries, hidden gems, local tips
Travel Vlogs & Photo Diaries
Trip vlogs, photo dumps, travel storytelling, destination showcases
Hotel & Restaurant Reviews
Accommodation reviews, dining spots, stay experiences, booking tips
Travel Tips & Hacks
Packing tips, budget hacks, visa guides, travel planning
Travel Hauls & Gear
Travel gear reviews, packing hauls, essentials, product recommendations
Trust-Building Comparison
The difference between low-trust and high-trust travel content on XHS
❌ Low-Trust Content
Triggers skepticism & reduces bookings
Stock photos or overly-edited images that look fake
Generic itineraries without personal experiences or insider tips
Hidden costs, undisclosed partnerships, or sponsored content not labeled
Exaggerated claims like "best destination ever" without context
No honest reviews—everything is perfect with no downsides mentioned
✓ High-Trust Content
Builds credibility & drives conversions
Authentic photos from real trips with honest captions and context
Detailed personal itineraries with pricing, timing, and booking tips
Transparent pricing breakdowns, full disclosure of partnerships
Balanced reviews with both pros and cons of destinations/hotels
Active engagement with questions, updates, and honest recommendations
Travel KOL Tier Breakdown
Strategic influencer partnerships across different follower tiers
Mega Travel Influencers
100K+ Followers
¥20K - ¥200K per campaign
Mid-Tier Travel Creators
10K - 100K Followers
¥6K - ¥20K per campaign
Micro Travel Bloggers
1K - 10K Followers
¥1K - ¥6K per campaign
Nano Travel Enthusiasts
100 - 1K Followers
¥500 - ¥1K (Sponsored trips)
Optimal Budget Allocation
¥600K campaign budget distributed across KOL tiers for maximum ROI
💡 Sweet Spot — Highest ROI + Scale
Travel Seasonal Calendar
12-month travel content calendar aligned with Chinese holiday peaks and travel trends
Travel Marketing Compliance
Critical regulations and safety requirements for travel content on XHS
Required
- Valid travel business licenses and certifications
- Accurate destination information and pricing transparency
- Safety disclaimers for adventure activities
- Clear partnership and sponsorship disclosures
- Up-to-date visa and entry requirement information
Prohibited
- Fake reviews or fabricated travel experiences
- Misleading photos from different locations/times
- Hidden fees or undisclosed costs in packages
- Promoting unverified or unsafe experiences
- Encouraging dangerous activities without warnings
Penalties
- Content removal and account suspension
- Fines ranging from ¥10,000 to ¥100,000+
- Permanent ban for repeated violations
- Legal liability for safety incidents or fraud
- Brand reputation damage and loss of licenses
Travel E-commerce Funnel
From destination inspiration to confirmed bookings on XHS
Discovery
100KViews from destination guides, vlogs, and photo diaries inspiring travel dreams
Consideration
15K-22K15-22% engagement rate—users research destinations, read reviews, and check pricing
Intent
6K-13.2K40-60% save posts, inquire about details, or visit booking links
Conversion
2.3K-4.8K15-22% overall conversion—users complete bookings (2.3-4.8% of initial views)
Travel UGC Strategies
Five proven strategies to generate authentic traveler content at scale
Travel Photo Contest
Best destination photo wins trip voucher—drives thousands of authentic travel submissions showcasing real experiences
Travel Community
Dedicated hashtag community where travelers share adventures, tips, and hidden gems—builds loyal advocate base
Destination Ambassadors
80 travelers selected to test and review new experiences—creates authentic content pipeline and word-of-mouth
Travel Challenge
Monthly themed challenges (#XHSTravels)—weekend getaway, solo travel, budget trip themes drive participation and variety
Review Rewards
Incentivize detailed reviews: Photo ¥20, Video ¥60, Full vlog ¥150—ensures constant stream of trust-building content
Travel Hashtag Pyramid
4-tier hashtag strategy for maximum discoverability across travel content
Ready to Capture the Travel Market?
Join leading travel brands using Xiaohongshu to inspire millions of Chinese travelers and drive bookings