Why Tourism Boards Should Use Xiaohongshu.
Introduction
Over the past few years, Xiaohongshu (also known as RedNote or 小红书) has become one of the most important platforms influencing Chinese travel decisions. What was once a shopping and lifestyle platform is now a major source of travel inspiration, destination research, and trip planning for Chinese outbound travellers.
For tourism boards, destination marketing organisations (DMOs), and travel brands, Xiaohongshu is no longer optional — it is increasingly becoming one of the most important channels for reaching Chinese travellers before they choose where to go.
Tourism Australia Profile
Tourism Australia Content
Switzerland Tourism Profile
Switzerland Tourism Content
Chinese Travellers Plan Trips on Social Media
Chinese travellers are highly digital and heavily influenced by social media when planning trips. Platforms like Xiaohongshu and Douyin are now among the main channels used for travel inspiration and planning, with many travellers researching destinations before booking flights or hotels.
Research shows that:
Over 78% of Chinese outbound travellers research travel and shopping information before departure
Social media plays a major role in destination discovery
Younger travellers often use Xiaohongshu as a primary source of destination information
In fact, among travellers aged 18–34, Xiaohongshu ranks higher than traditional travel websites as a source of destination information.
This means many Chinese travellers:
Discover destinations on Xiaohongshu
Save posts for future trips
Plan itineraries based on posts
Choose hotels, restaurants, and attractions from recommendations
If a destination does not appear on Xiaohongshu, it may simply not exist in the planning phase for many Chinese travellers.
Xiaohongshu Is a Travel Inspiration Platform
Travel discovery in China is increasingly inspiration-driven rather than search-driven.
Instead of searching Google for “Things to do in Switzerland,” Chinese users often:
Scroll Xiaohongshu
See travel photos and itineraries
Save posts
Build travel plans from saved content
Travel brands are encouraged to create visual storytelling, influencer content, and user-generated content to inspire travel decisions rather than rely on traditional advertising.
This is why Xiaohongshu is particularly powerful for:
Tourism boards
Cities and regions
Hotels and resorts
Attractions and museums
Universities and education destinations
Restaurants and shopping districts
Tourism Australia’s Profile & Feed
Case Study: Tourism Australia (澳大利亚旅游局)
Overview
The official Tourism Australia Xiaohongshu account (澳大利亚旅游局) is a strong example of how national tourism boards are using the platform to reach Chinese travellers through travel inspiration and destination storytelling.
From the profile shown in the screenshots:
~84,000 followers
~608,000 likes and saves
Verified official account
Chinese-language content
Pinned introductory posts
Large library of destination content
This suggests a long-term content strategy focused on destination awareness and travel inspiration, rather than short-term campaigns.
Content Strategy
Looking at the posts in the screenshots, Tourism Australia focuses heavily on visual travel inspiration rather than promotional messaging.
The main content themes include:
Scenic coastlines and beaches
Wildlife and nature
Small towns and regional destinations
Cities and waterfront areas
Seasonal travel content (e.g. autumn travel, beach rankings)
Travel inspiration and destination guides
Many posts also include Chinese text overlays on images, which is very common on Xiaohongshu and helps content stand out in the feed.
Overall, the content feels more like:
A travel magazine
A travel blog
A photography account
Destination inspiration
Rather than a government tourism account.
Profile Strategy
The profile structure also shows a clear strategy.
The account uses:
Pinned posts to introduce Australia and major campaigns
Content categories / albums such as destinations, road trips, and travel guides
A consistent visual style across posts
Regular posting across different regions of Australia
This makes the account function almost like a mini travel guide to Australia inside Xiaohongshu.
Key Takeaways for Tourism Boards
From this case study, several important Xiaohongshu tourism marketing lessons are clear:
Sell the experience, not the destination
Focus on beaches, wildlife, scenery, road trips, and lifestyle experiences.Use Xiaohongshu like a travel inspiration platform
Content should look like travel blogs and lifestyle content, not advertisements.Post consistently across different destinations and seasons
Seasonal and regional content performs well.Use Chinese-language content and text on images
This is very common and helps engagement.Organise content like a travel guide
Categories, pinned posts, and themed content help users explore the destination.
Summary
Tourism Australia is using Xiaohongshu not just to promote tourism campaigns, but to build long-term destination awareness and travel inspiration among Chinese travellers.
The account acts as:
A destination inspiration feed
A travel guide
A photography showcase
A lifestyle travel account
This is a good model for other tourism boards looking to use Xiaohongshu for tourism marketing.
Case Study: Switzerland Tourism (瑞士国家旅游局)
Overview
The official Switzerland Tourism Xiaohongshu account (瑞士国家旅游局) is another strong example of how tourism boards are using the platform to reach Chinese travellers through visual storytelling and travel inspiration. From the profile shown in the screenshots:
~118,000 followers
~347,000 likes and saves
Verified official account
Chinese-language content
Pinned posts and themed campaigns
Mix of destinations, transport, and lifestyle content
This suggests a structured content strategy focused on positioning Switzerland as a premium, scenic, and experience-driven travel destination.
Content Strategy
Looking at the posts in the screenshots, Switzerland Tourism focuses on scenery, trains, seasons, and lifestyle experiences. The main content themes include:
Snow mountains and winter travel
Scenic train journeys
Lakes and alpine landscapes
Spring flowers and seasonal travel
Festivals and events
Premium travel experiences (e.g. first-class train cabins)
Compared to Tourism Australia, Switzerland’s content feels slightly more premium and lifestyle-focused, highlighting comfort, scenery, and unique travel experiences rather than wildlife and beaches.
Many posts also include:
Chinese text overlays on images • Seasonal themes (winter, spring, festivals) • Scenic photography and video • Travel inspiration and destination highlights
Overall, the account presents Switzerland as a high-quality, scenic, and romantic travel destination.
Profile Strategy
The profile structure also shows a clear strategy. The account uses:
Pinned posts to introduce Switzerland and campaigns
Seasonal campaign content (e.g. Chinese New Year posts)
Scenic train and mountain content
Consistent visual style focused on landscapes and travel experiences
Regular posting across different regions and seasons
The content mix includes:
Nature and landscapes • Transportation experiences (trains) • Cultural events • Seasonal travel inspiration
This makes the account function like a visual travel guide to Switzerland, with strong emphasis on scenery and travel experiences.
Key Takeaways for Tourism Boards
From this case study, several important Xiaohongshu tourism marketing lessons are clear:
Highlight unique national experiences
Switzerland focuses heavily on trains, mountains, snow, and scenic landscapes.Seasonal content is very important
Winter snow, spring flowers, festivals, and seasonal travel ideas appear frequently.Position the destination with a clear brand image
Switzerland is presented as scenic, premium, romantic, and experience-focused.Use campaigns and themed content
Chinese New Year content and seasonal campaigns are clearly used.Use high-quality scenic photography and video
Visual quality is very important for travel content on Xiaohongshu.
Summary
Switzerland Tourism is using Xiaohongshu to position Switzerland as a premium scenic destination known for mountains, trains, seasonal landscapes, and unique travel experiences. The account acts as:
A scenic travel inspiration account
A seasonal travel guide
A transportation experience showcase
A premium destination brand
Like Tourism Australia, this shows how tourism boards can use Xiaohongshu not just for marketing campaigns, but for long-term destination branding and travel inspiration targeting Chinese travellers.
Why Xiaohongshu Works for Tourism Marketing
There are several key reasons why Xiaohongshu is particularly effective for tourism boards.
Vienna Tourist Board Profile
1. Travel Decisions Are Influenced by Social Content
Chinese travellers are heavily influenced by social media recommendations and travel content when planning trips and shopping abroad.
This means:
Posts can influence destination choice
Influencers can influence itinerary planning
User-generated content builds trust
Saved posts often become travel plans
2. Visual Platforms Sell Destinations Better Than Websites
Tourism websites provide information.
Xiaohongshu provides inspiration.
Destinations are emotional decisions:
Beautiful landscapes
Unique experiences
Cafés, shopping, lifestyle
Seasonal travel
Hidden spots
Xiaohongshu is designed for exactly this type of content.
3. It Reaches Young, High-Spending Travellers
Xiaohongshu users are typically:
19–35 years old
Urban
High spending power
Interested in international travel
Influenced by lifestyle content
There are over 19 million high-potential outbound travel users on the platform.
This is exactly the demographic most destinations want to attract.
4. It Influences the Entire Travel Journey
Xiaohongshu influences travellers at every stage:
| Stage | How Xiaohongshu Influences |
|---|---|
| Inspiration | Travel photos and videos |
| Research | Itineraries and guides |
| Planning | Saved posts and lists |
| Booking | Hotel and activity recommendations |
| During Trip | Restaurants, shopping, attractions |
| After Trip | Users post their own content |
This creates a continuous content ecosystem where destinations can remain visible throughout the travel journey.
Final Thoughts
For tourism boards and destinations targeting Chinese travellers, Xiaohongshu is not just another social media platform — it is a destination discovery engine.
Chinese travellers increasingly:
Discover destinations on Xiaohongshu
Research itineraries on Xiaohongshu
Save travel ideas on Xiaohongshu
Share their trips on Xiaohongshu
Tourism boards like Tourism Australia and Switzerland Tourism are already using the platform to build destination awareness, inspire travel, and influence trip planning.
For many destinations, the question is no longer “Should we use Xiaohongshu?” but rather “How visible are we on Xiaohongshu compared to our competitors?”
If you’re interested in how we can help you with your RedNote (小红书) journey, then get in contact and let’s see what we can do!
