83% of Chinese tourists check social media before booking a trip. If your brand is not visible on Xiaohongshu, Douyin, or WeChat, you simply don’t exist for this audience.
Contents
Attract Chinese Tourists with the Right Platforms
Chinese travelers do not search on Google. They don’t use Instagram or Facebook. Their entire research and booking process happens inside a closed digital world: Xiaohongshu for inspiration, Douyin for video discovery, WeChat for messaging and payments, Ctrip for booking. If you’re not on these platforms, your competitors are.
We set up and manage your brand presence on the platforms Chinese tourists actually use. We create content in Mandarin, work with local KOLs (key opinion leaders), and run paid campaigns that target the right audience: affluent independent travelers, 25-45 years old, already planning their next trip abroad.
68% of outbound Chinese travelers today are FIT (Free Independent Travelers). They don’t follow group tours anymore. They research on their own, book on their own, and share their experiences publicly after. That’s both an opportunity and a pressure: you need to be found, and you need to look good when they find you.
What We Do Differently
Most Western agencies try to adapt their existing content for China. That doesn’t work. Chinese social media has its own codes, formats, and algorithms. A post that works on Instagram will perform terribly on Xiaohongshu if it’s just translated.
We create content natively for each platform. On Xiaohongshu, that means lifestyle-led posts with strong visuals and keyword-optimized captions. On Douyin, short vertical videos with hooks in the first 3 seconds. On WeChat, structured articles and mini-programs that can capture leads directly.
We also handle the account registration, which is not trivial. Most foreign businesses can’t open verified accounts on Chinese platforms without a local entity or a certified partner. We handle that.
Who This Service is For
- Hotels and resorts looking to attract high-spending Chinese guests
- Tour operators with packages targeting Chinese FIT travelers
- Restaurants and food experiences that want to appear in Chinese travel guides
- Theme parks and attractions wanting to be on the Chinese traveler’s must-see list
- Destination marketing organizations promoting a city or region to Chinese visitors
- Luxury retail with Chinese customers as a primary target
Key Numbers for 2025-2026
- 155 million outbound Chinese trips forecast for 2026
- Xiaohongshu: 300 million monthly active users, 70% female, 60% aged 18-34
- Douyin: 700 million daily active users, 15 billion video views per day
- WeChat: 1.38 billion monthly active users
- Average spend per Chinese trip abroad: $2,400
- 83% of Chinese tourists check social media before booking
What Results Look Like
Clients who run active Xiaohongshu accounts with consistent posting (3-4 times per week) typically see 40-60% more profile visits within 90 days. Douyin campaigns targeting outbound travelers in tier-1 Chinese cities (Beijing, Shanghai, Shenzhen) generate cost-per-click rates 3x lower than equivalent campaigns on Western platforms.
More practically: hotels we work with start receiving direct inquiries via WeChat within the first 60 days of being active. That’s a signal, not a guarantee. But it’s a pattern we see repeatedly.
Service Overview
| Service | Platform | What We Deliver |
|---|---|---|
| Account Setup | Xiaohongshu, Douyin, WeChat | Verified accounts, profile optimization, bio in Chinese |
| Content Creation | All platforms | Native posts, photos, short videos in Mandarin |
| KOL Campaigns | Xiaohongshu, Douyin | Vetted influencer partnerships, campaign management |
| Paid Advertising | Douyin, WeChat Moments | Targeted ads, A/B testing, monthly reporting |
| Community Management | WeChat, Xiaohongshu | Comments, messages, review responses in Chinese |
| Analytics | All platforms | Monthly performance reports, recommendations |
Related Services
Social media is one part of the picture. Chinese travelers also research destinations on Baidu before they leave home. See our Online Branding service for SEO and reputation management on Chinese search engines.
If you operate a luxury retail business or boutique, our Luxury Retail service covers the specific tactics that work for high-end brands targeting Chinese shoppers.
Talk to Us
We work with tourism businesses at all stages: from first-time entry into the Chinese market to brands already active but not getting results. Tell us where you are and what you need. Get in touch here.