Short version first, for those in a hurry: in 2025-2026, focus on WeChat Channels for conversion and service, Douyin Travel for discovery and fast bookings, and Xiaohongshu (RED) for trust and decisions.

Each platform needs different content, different measurement, and different campaign mechanics. Here’s how they each work in practice.

By Marcus Zhan, director of operations at GMA, Shanghai.

1. WeChat Channels: Conversion, Service, and Control

WeChat remains the core of Chinese travel behavior. Channels is its short-video and discovery surface. It lets you capture attention, then pull users into Official Account and mini-program flows where you control booking, CRM, payments, and post-sales service.

Treat Channels as a discovery funnel that ends in a mini-program conversion. See this LinkedIn post for a visual breakdown.

What works on WeChat Channels:

Content format: 15 to 45 second vertical videos, soft subtitles, strong visual hook in the first 2 to 3 seconds. Include clear CTAs with a QR overlay: “Scan to get our Chinese map and breakfast menu.”
Content mix: 30% local story (guide or local voice), 30% practical information (how to get there, what it costs), 40% social proof (guest clip or review screenshot).
Measurement: track Channel views, play-through rate (target above 55%), click-to-mini-program CTR, and mini-program conversion rate. Map UTM parameters back into WeChat CRM using Open ID.
Distribution: use in-feed Channel ads plus paid pushes via Official Account to followers. Test organic Channel posts for 24 to 48 hours before boosting.
Conversion flow: Channel video, mini-program landing page, WeChat Pay checkout, automatic booking confirmation in chat. One-click booking removes friction for users with WeChat Pay already active.
Operations: staff a real person for WeChat during peak hours. Automate FAQs for bookings, refund policy, and allergy requests. Response time target: under 5 minutes.

Watch for this: Platform content rules are getting stricter. Avoid sensational content and check policy updates regularly. Have a takedown process ready.

ROI logic: Channels CPM is low relative to KOL livestreams, and conversion is measurable inside WeChat. If view-to-mini-program CTR exceeds 1.5% and conversion exceeds 8%, scale the spend.

2. Douyin Travel: Discovery, Trends, and Fast Bookings

Douyin is still the main short-video engine for Chinese travel inspiration. But in 2025 it’s not just entertainment: Douyin integrates in-app booking, Douyin Shop, and live commerce. Discovery can convert in the same session. If you want volume and fast brand visibility, Douyin is your primary channel.

What works on Douyin:

Start with a strong visual hook (unique food, dramatic view). Use 12 to 20 seconds with 3 beats: hook, experience, CTA. Subtitles are mandatory.
Connect a Douyin landing page to a booking engine or use Douyin Travel partnerships to list packages. For hotels, integrate the channel pixel to capture attribution properly.
Live commerce: run live shows for limited-time offers during weekends or Golden Week lead time. Live is conversion-heavy. Use coupon codes valid for 24 to 48 hours. If your staff isn’t Chinese, bring in a dedicated host or translator.
Paid formats: in-feed native ads, Dou+ paid boosting, and collab posts with travel micro-KOLs (10K to 200K followers) give cost-effective results. Top KOL livestreams drive large spikes but cost significantly more.
Measurement: track play-through rate, mid-video CTR, Douyin Shop add-to-cart rate, and live viewers-to-conversion ratio. Install Douyin tracking SDK and reconcile with your booking data daily.
UGC: brief KOLs to show the full experience, arrival to check-in to key moment. Authentic UGC beats polished ads on Douyin every time.

Operations: post 3 short videos per week plus 1 live per week or 2 per month. Test peak times: 8 to 10am and 8 to 10pm Beijing/Shanghai timezone. Keep inventory synced between Douyin listings and your booking system to avoid overselling.

Cost vs. benefit: Douyin drives high traffic and variable conversion. It’s your top funnel for young travelers and impulse bookings. The algorithm rewards entertaining content with more reach, so quality creative pays back in visibility.

3. Xiaohongshu (RED): Trust, Decisions, and “Planting the Grass”

Xiaohongshu is where Chinese tourists validate before they book. Travel diaries, detailed itineraries, packing lists, real guest photos: this is the content that builds trust. For higher-value bookings and experiential tourism, RED is essential. More context on LinkedIn here.

What works on Xiaohongshu:

Content format: long posts (600 to 1,200 characters) with 8 to 12 quality images or 30 to 60 second video clips. Story plus practical tips is the best-performing combination.
Post structure: a title that answers a real problem (“48 hours in [city] with parents”), 3 to 5 practical tips, a cost breakdown, and a clear CTA pointing to WeChat QR or Douyin.
RED SEO: use seed keywords and location tags. “Planting grass” (种草) is the mentality: seed desire, let it grow. Encourage post-stay guest notes. UGC is the best performing content type.
KOL selection: work with travel diary creators who produce detailed posts. They convert better than wide-reach celebrities for decision-stage content. Pay for the post plus follow-up story posts after the trip.
Measurement: track saves, comments (questions indicate purchase intent), profile visits, and WeChat follows from RED posts. Conversion path: RED post, WeChat QR or message, booking confirmation.

Operational tips: Leave a bilingual card in rooms inviting guests to post on RED and tag you. Offer a small incentive: a printed photo, a free coffee. Provide a one-page Chinese experience guide that guests can turn directly into a RED post. Makes UGC much easier to generate.

Practical Checklist: First Week

Pick one platform to start (Douyin or RED). Create 4 pieces of content. Measure play-through rate, CTR, and conversion.
Set up tracking: Douyin pixel, WeChat mini-program UTM mapping, booking reconciliation.
Find 1 micro-KOL for content and 1 live slot for promotions. Test a 48-hour coupon.
Staff WeChat support and set your SLA: under 5 minutes response during business hours.
Review content compliance. Have a process for quick takedowns if needed.

Platform	Main role	Key metric
WeChat Channels	Conversion and service	Mini-program conversion rate
Douyin	Discovery and fast booking	Play-through rate, add-to-cart
Xiaohongshu (RED)	Trust and decisions	Saves, comments, WeChat follows

At GMA (ChineseTouristAgency.com), we are highly specialized in Chinese social media for tourism. Our team manages Douyin, Xiaohongshu, and WeChat for destinations and hospitality brands every day. We handle content, KOL partnerships, live commerce, tracking, and booking integration. See what we do here. Also check our detailed guide on Chinese social media for tourism.

See also: Statista: social media usage in China 2025 for platform size and demographic data.

Marcus Zhan is the director of operations at GMA in Shanghai. He oversees Chinese social media campaigns for tourism clients across Europe, Southeast Asia, and Australia. He has run more Douyin live streams than he can remember and considers Xiaohongshu saves the most honest metric in digital marketing.