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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….
Last week my phone lit up with the same question from three different clients: “Pedro, is this Xiaohongshu account really us?” It wasn’t. And it turns out we weren’t the only ones asking. On August 4, Xiaohongshu confirmed a major sweep against criminal networks that build fake “tourism professional” accounts on the platform. Police in…
Every few months a food trend shows up in my inbox that sounds too small to matter for tourism. Burgers are the latest one. I laughed the first time a client sent me the idea. Then I looked at the numbers, and I stopped laughing. Food is already deciding where Chinese travelers go A Booking.com…
On May 22, 2026, Xiaohongshu Business signed a strategic memorandum of understanding with the Singapore Tourism Board. I read the announcement twice before it clicked. It is not a marketing partnership like the dozens I have seen from other platforms. It is a bet on a different idea of how Chinese people travel. The idea…