China’s Latest Cultural Tourism Trends: How Travelers Are Exploring Differently
As cultural tourism flourishes in China, Xiaohongshu (RedNote) has emerged as an essential travel companion for young Chinese travelers. More than just a gateway to breathtaking destinations, Xiaohongshu empowers users to research, plan, and share their authentic travel experiences.
As of 2024, the platform has attracted over 100 million monthly active users passionate about travel, featuring 140,000 travel content creators and 90,000 travel agency business accounts. Each month, the platform buzzed with 13 million travel notes and 1.6 billion travel-related searches, making it the go-to resource for travel inspiration and insights.
Here are two key cultural tourism trends that will redefine travel in 2025:
- “Slow Travel” as an Escape from Daily Life
Today’s Chinese travelers are prioritizing meaningful experiences over hurried itineraries. Whether checking off bucket list adventures like chasing the Northern Lights (#看极光, 400M+ views) or embarking on thrilling safaris (#非洲safari, 153K discussions), the focus is on relaxation, mindfulness, and savoring the moment. Even local getaways, such as staycations (#staycation, 220K discussions) have surged in popularity as travelers seek to unwind and recharge.
- “Just Go” Trip to Recharge
Spontaneity is on the rise, especially among Gen Z travelers, who are increasingly choosing impulse travel over rigid itineraries. The hashtag #出发就是最好的计划 (“Set Off is the Best Plan”) has garnered over 1.7 billion views, reflecting a strong desire for unstructured, emotionally driven journeys. Instead of meticulously curated itineraries, travelers now seek authentic, immersive experiences (#我的旅行要实况, 60M+ views) and meaningful escapes (#不为打卡的旅行, 330M+ views).
As travel preferences evolve and consumer behaviors shift, Xiaohongshu stands out as the key platform to engage with China’s next generation of travelers. Want to leverage these trends for your brand? Connect with iClick to unlock the potential of Xiaohongshu marketing!
