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A wellness operator reached out to us last month. Small property, under twenty rooms, somewhere between India and Bali on the map of destinations Chinese travelers are only just discovering. No marketing team. No Chinese-language presence at all. Just a growing trickle of Chinese guests showing up with almost no idea how they had found…
On August 7, 2026, Xiaohongshu (小红书) widened its AI disclosure rule. Until now, the platform only forced individual posts, 笔记, that were generated or heavily edited by AI to carry a label. From that date, the rule reaches the account itself. Any account run as an “AI虚拟人”, an AI virtual persona, must say so honestly…
Ten years ago at Ctrip, I watched tour groups pick restaurants off one app, and one app only: Dazhongdianping. Not TripAdvisor. Not Google Maps. Dianping. Today the habit has not changed, it has just moved with the traveler. A Chinese tourist standing outside your restaurant in Paris or Bangkok will open 大众点评 before they open…
Last month I sat with my nephew, twenty-three years old, fresh out of university in Hangzhou. He showed me his phone. Forty-one photos from four days in Osaka. Solo trip, first time out of China, booked on his own with no travel agent, no tour group, no parents involved. He planned the whole thing from…
On April 23, 2026, Xiaohongshu stood in front of its biggest travel and hospitality partners in Tongxiang and said something that should worry any hotel or tourism board still running the same Google Ads campaign it built five years ago. The platform confirmed it now has more than 230 million monthly active users with a…
Malaysia wants 47 million visitors in 2026. That is the headline number behind Visit Malaysia 2026 (VM2026), the government’s biggest tourism push in years. China sits near the top of the target list, and for good reason: outbound Chinese travel is back, wallets are open, and Malaysia knows it. What caught my attention is not…
Last month a colleague sent me a screenshot from Xiaohongshu. A girl, maybe 24, posting her draft itinerary for five days in Portugal. First trip to Europe. She wrote: “Please correct me, don’t hold back.” Two hours later, 60 comments. Strangers rewriting her whole plan. Cutting one city, adding a train instead of a bus,…
Last month a colleague in Shanghai sent me a screenshot from Xiaohongshu. A 24-year-old traveler had just spent two hours in a workshop in Yunnan learning to make handmade paper, then posted twelve photos of the process with the caption “I didn’t visit a place, I learned a skill.” The post had 40,000 likes in…
I get calls from hotel GMs now, and they all use the same two words: 追星游. Chasing-star travel. Two years ago I only heard this term inside fan chat groups. Now it shows up in quarterly reports from tourism boards. Let me break the word down first, because it explains everything else in this article….