10 Hottest Travel KOLs on Xiaohongshu in 2025
Stop asking “Where should I go?” The travel KOLs on Xiaohongshu (RED) already mapped your trip. Some are climbing sacred mountains. Some are sipping champagne in seven-star hotels. Some are taking kids to archaeology workshops at the Forbidden City.
Their fans? Just hit “save” and copy-paste the itinerary.
Here’s the Top 10 Travel KOLs of 2025 on RED: what they do, why they work, and what brands should learn from them.
Research by the GMA team, Shanghai.
🌟 1. Tian Xuning (@田栩宁)
Followers: 1.77M
What she does: Immersive cultural trips, think Dunhuang mural painting and heritage handicraft workshops.
Why it works: One post hit 720K likes and 142K saves. History class meets travel diary. It blows up every time.
🌄 2. Menglu “No Fear” (@梦璐没在怕)
Followers: 2.5M
What she does: Extreme adventures. Tibet’s Mt. Kailash trek, Xinjiang desert crossings.
Why it works: Her content screams “Dare you?” Fans shiver, then save the guide anyway. She proves that fear-based storytelling still sells, as long as the photos are good.
🏞️ 3. China National Tourism (@中国国家旅游)
Followers: 547K
What they do: Official content covering remote gems: Sanjiangyuan nature reserve, Daxing’anling forest.
Why it works: Feels like a geography lesson turned into wanderlust. Authority plus rarity equals niche gold. Proof that government accounts can actually be interesting.
🎒 4. Wild Man (@野人)
Followers: 159K on Bilibili
What he does: Budget backpacking the world. Southeast Asia, South America, Africa.
Why it works: Pure value for money. His vibe: “Cheap is the real luxury.” He reaches a segment that bigger brands ignore.
📸 5. Aya the Creator (@阿文就是Aya)
Followers: 2.1M
What she does: Visual storytelling at its best. Chaka Salt Lake, Chongqing’s 8D skyline.
Why it works: Photos so striking you doubt it’s the same planet. Interaction rates stay consistently high. She turns locations into destinations.
🍜 6. Sui Hongwei (@隋宏伟)
Followers: 75.8K
What he does: Food origin tours. Chaoshan beef hotpot map, Sichuan snack streets.
Why it works: Posts 876 notes per month. Yes, eight hundred and seventy-six. A human food GPS running on full power. Volume at that level builds search dominance on RED.
🧳 7. MacaPaca Popcorn (@玛卡巴卡爆米花)
Followers: 743K
What she does: Family and educational travel. Forbidden City kids’ archaeology, Xishuangbanna rainforest eco-classes.
Why it works: Parents feel safe. Kids feel excited. One post generated 68K saves. Family travel is the next major spending category.
🌏 8. Xiao Mai (@小麦)
Followers: 5.99M
What she does: Luxury world tours. Dubai seven-star hotel reviews, Maldives private island life.
Why it works: For her, travel means spending beautifully. A direct magnet for luxury brands and high-end destinations.
🏮 9. Zhejiang Tourism (@浙江文旅)
Followers: 182K
What they do: Jiangnan cultural immersion. Wuzhen Theatre Festival, Shaoxing Rice Wine routes.
Why it works: Proof that official regional accounts can be cool when done right. Culture, IP, and KOL partnerships create real traffic for smaller destinations.
❄️ 10. JackC Travel Collector (@JackC旅行收藏家)
Followers: 37K
What he does: Seasonal themed trips. Nyingchi Peach Blossom Festival, Harbin Ice Festival backstage access.
Why it works: Small following, big impact. His seasonal radar beats the weather forecast. Niche beats reach when the audience trusts you completely.
Key Trends From These 10 Accounts
| Trend | What it means for brands |
|---|---|
| Niche beats generic | History, adventure, food, family: depth wins over broad reach |
| Saves beat likes | RED is a planning tool. People bookmark, then book. |
| Local identity wins | Region + culture + KOL = instant trust |
| Family travel is growing | Edu-tours and multi-gen trips are where spending goes next |
Which KOL Should You Work With?
- Selling luxury? Talk to @小麦.
- Targeting families? @玛卡巴卡爆米花 is your best option.
- Budget-conscious audience? @野人 covers that.
- Regional culture play? Partner with accounts like @浙江文旅.
RED is the new travel planner. These 10 KOLs are proof that the right voice, on the right platform, in the right niche, is all you need.
At GMA (ChineseTouristAgency.com), we work with travel KOLs on Xiaohongshu and Douyin every week. On RED, we build brand presence through detailed travel notes, KOL partnerships, and UGC that drives saves and bookings. On Douyin, we run short video campaigns that move people from inspiration to action fast. On WeChat, we close the loop with direct messaging and mini-program booking flows. If you want to work with the right KOLs for your destination or property, see what we do here.
See also: Xiaohongshu platform statistics 2025 for audience and engagement benchmarks.
Oliver Verot is the founder of GMA, a digital marketing agency in Shanghai. He has been working with Chinese social platforms for over 15 years and has partnered with more KOLs than he can count. His takeaway: niche accounts with real audiences always beat celebrity reach.
