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Understanding “Daka” Culture: How to Attract Chinese Tourists Through Photo Experiences

Have you ever seen Chinese tourists line up at one specific café corner, mural, or rooftop just to take a photo?

That’s “Daka” (打卡) culture. And Chongqing has turned it into an entire city strategy.

“Daka” literally means “to punch the clock.” In modern slang, it means checking in at a trending spot, taking photos, and sharing them on social media. For Chinese tourists, it’s more than sightseeing. It’s proof of experience, joining a cultural trend, and showing friends they’ve been somewhere worth visiting.

For destinations and hospitality businesses, this culture is a direct marketing opportunity. If you build photogenic spots and encourage user-generated content (UGC), you turn every visitor into a promoter on Douyin and Xiaohongshu. (See how this works on RED)

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Why “Daka” Matters for Chinese Travelers

Four reasons explain why Chinese tourists value Daka so much:

1. Social currency. Sharing a photo from a trending spot signals taste and identity. “I was there too” matters more than the destination itself sometimes.
2. Proof of lifestyle. Photos show not just where they traveled, but what kind of person they are. Style, taste, experiences.
3. Travel planning. Chinese tourists decide where to go based on what looks compelling online. If your spot isn’t visually appealing, it gets skipped.
4. Trend chasing. A new café, mural, or observation deck can go viral quickly. People visit specifically to Daka the hot location. See an example here.

Hotels, restaurants, and attractions that offer striking photo opportunities see higher engagement and free promotion through UGC. That’s not a side benefit: it’s the main mechanism.

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Where “Daka” Lives Online

Chinese tourists don’t use Instagram. They have their own platforms and these are the three that matter for Daka:

• Xiaohongshu (RED): This is the home of Daka content. Travelers post travel diaries, photogenic spots, and detailed reviews. One good post can inspire thousands of others to visit the same place.
• Douyin: Short videos of Daka moments, a rooftop view, a creative dish, a unique hotel room, spread fast and influence travel decisions directly. Douyin is where Daka trends start.
• WeChat Channels: Travelers share check-ins with friends and groups. More private, but equally powerful for word-of-mouth among trusted circles.

If you’re not visible on these platforms, you’re invisible to the Daka crowd.

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How to Create “Daka” Moments for Your Business

Small businesses can benefit from this as much as large ones. You don’t need a big budget. You need creativity and attention to detail.

1. Design Photogenic Corners

Think about which spots in your space guests will naturally want to photograph:

• A colorful mural on your restaurant wall.
• A rooftop or balcony with a clear city or nature view.
• A signature dish that looks outstanding in photos.
• A hotel room with one striking design element: a swing chair, neon sign, or flower wall.

Every guest should find at least one “wow” moment worth sharing.

2. Offer Photography Help

Many Chinese tourists want professional-looking shots:

• Offer a mini photography package with a local photographer.
• Train staff to help guests get better shots at key spots.
• Add props: hats, parasols, signs with your brand name in Chinese.

Small touches push visitors to post.

3. Invite UGC Sharing

Don’t just hope people share. Make it easy and give them a reason:

• Add signs with hashtags in Chinese and your Douyin and RED account QR code.
• Create a reward: repost guest photos on your account, or offer a free drink for tagging you.
• Print a small card: “Loved your visit? Share your photo on Xiaohongshu and tag us to be featured.”

4. Use Guest Photos in Your Marketing

Repost UGC on your WeChat account and show it on your website. Chinese travelers trust peer photos far more than official brand content. Real photos from real guests build credibility faster than any ad.

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Specific Tips by Business Type

Hotels: Design a photogenic lobby corner with good lighting for selfies. Add rooftop or balcony setups. Present breakfast beautifully. Create a hashtag like #CheckIn[HotelName] and display it at reception.

Restaurants and cafés: Plate signature dishes with bold colors. Use lighting that works for food photography. Add one special corner with distinctive décor. Design one “photo combo” menu item built for sharing on Douyin or RED.

Attractions and tours: Build a signature photo point with a view, arch, or branded prop. Offer drone or panoramic photo services. Give guests a quick “photo map” showing the best angles on site.

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From Daka to Bookings

Visibility is only step one. To turn Daka into revenue:

1. Always include your brand name in Chinese in the background, on signage, or in hashtags.
2. Link your Douyin and RED content to WeChat for booking.
3. Track UGC mentions. Engage, comment, say thank you.
4. Create offers tied to check-ins: “Show your Xiaohongshu post at reception for 10% off your next stay.”

Tactic	Platform where it works	Result
Photogenic spot design	Douyin, RED, WeChat	Free UGC and organic reach
Photography help for guests	RED primarily	More posts, better quality content
Hashtag + QR code on site	Douyin, RED	Easier UGC, more tagging
Repost guest photos	WeChat, RED	Trust and social proof
Check-in discount offers	RED, WeChat	Repeat visits, loyalty

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Final Word

Daka culture is not going away. It’s central to how Chinese tourists choose destinations in 2025 and 2026. They want places that look good in photos, experiences that are fun to share, and proof that they visited the right spot.

For tourism SMEs, the opportunity is real and accessible. You don’t need a big budget to create a Daka moment. You need one striking corner, a QR code, and a reason for guests to share.

At GMA (ChineseTouristAgency.com), we help hotels, restaurants, and attractions design social-media-friendly experiences and run campaigns on Douyin and Xiaohongshu that generate real leads. If you want your business to be the next must-visit spot for Chinese travelers, see what we offer here. We are also specialized in attracting Chinese tourists through digital channels.

See also: Jing Daily on why Chinese tourists are obsessed with check-in spots.

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Oliver Verot is the founder of GMA in Shanghai. He has spent 15 years working with tourism businesses on Chinese digital marketing. He has personally tested Daka strategies in restaurants and hotels across Europe and Asia, often while eating something he shouldn’t have ordered.