What are the most popular social media platforms among Chinese tourists in 2025
Have you noticed : more conversations about Chinese tourists lately? That’s because they’re back on the move. After years of slower international travel, Chinese outbound tourism is rebounding strongly in 2025,. For many small and medium-sized tourism businesses hotels, local attractions, restaurants, and tour operators this market represents not just an opportunity, but a real chance to grow. I am Olivier VEROT and I will explain you trends, social media marketing tips you need to know .
How Tourism SMEs Can Attract Chinese Travelers in 2025 Through Social Media
The question is simple: how do you reach them? Traditional channels don’t work. Chinese tourists don’t search on Google, they don’t use Instagram or WhatsApp, and they don’t rely on Western travel review sites. Instead, they live in their own digital ecosystem,and social media is the heart of it.
Let’s explore the key trends shaping Chinese travelers in 2025, and then walk through the most popular platforms with practical tips on how you, as an SME, can use them to attract, engage, and convert Chinese tourists.
What’s New With Chinese Travelers in 2025?
Well listen guys 🙂
If you want to connect with Chinese tourists, you need to know how their habits are changing. Here are the trends every tourism SME should keep in mind this year:
1. Travel research is 100% digital. Almost all decisions — where to go, where to stay, what to eat — happen online. The first stop isn’t a travel agency, it’s Douyin, Xiaohongshu, or a WeChat group.
2. Authentic experiences matter. Gone are the days when most Chinese tourists only traveled in groups to shop. Younger generations want culture, outdoor adventures, food tours, and Instagram-style photo spots (even if they don’t use Instagram).
3. Peer reviews are gold. Chinese travelers trust what their peers and influencers share online. A recommendation from someone on Xiaohongshu feels more real than an official ad.
4. Short videos dominate. Douyin has changed everything. One 15-second clip of your restaurant, hotel, or activity can bring a flood of new guests.
5. Service expectations are high. From mobile payments to friendly service and clear signage, Chinese tourists value convenience and respect. They’re quick to share both positive and negative experiences online.
Now let’s break down the platforms that shape these behaviors : and how SMEs like yours can take advantage.
WeChat: The Super App You Can’t Ignore
Think of WeChat as Facebook, WhatsApp, and PayPal rolled into one. Everyone in China uses it daily, including while traveling abroad. For tourism SMEs, WeChat is less about viral content and more about building direct communication.
Tips for SMEs:
- Create an Official Account. This is like your “homepage” inside WeChat. Share updates, promotions, and practical information.
- Offer customer service. Many Chinese travelers will send questions directly on WeChat. Respond quickly — it builds trust.
- Use QR codes. Put your WeChat QR on brochures, menus, or hotel desks. It’s the easiest way for tourists to connect with you.
- Consider a mini-program. If budget allows, a WeChat mini-program lets travelers browse tours, check menus, or even book directly without leaving the app.
Douyin: The Place Where Inspiration Starts
Douyin is the Chinese TikTok — and it’s massive. This is where travelers get ideas, see what’s trendy, and decide where to go. For many young tourists, if they don’t see you on Douyin, you simply don’t exist.
Tips for SMEs:
- Make short, fun videos. Show your hotel room views, a special dish in your restaurant, or a guest enjoying your tour. Keep it under 30 seconds.
- Highlight “shareable” moments. Think about what’s visually appealing. A colorful cocktail, a panoramic view, or a fun cultural activity all work well.
- Use trending hashtags. Search which hashtags are popular in travel and add them. It helps boost visibility.
- Work with influencers. A small local KOL (Key Opinion Leader) can bring you more attention than any ad.
Xiaohongshu (RED): The Platform of Trust
Xiaohongshu, or RED, is where Chinese tourists go for authentic reviews and travel diaries. It’s like a mix of Instagram and TripAdvisor. Travelers check it before booking, to see if others recommend your place.
Tips for SMEs:
- Post “travel note” style content. Write posts like a diary entry: “A perfect afternoon in this little winery,” with photos or short clips.
- Encourage guests to share. Ask happy Chinese visitors to post about you on Xiaohongshu. Peer reviews drive huge influence.
- Focus on storytelling. Don’t just show your restaurant. Tell the story: “The chef who learned this dish from his grandmother.” That’s what works here.
- Engage in comments. Answer questions politely. Engagement shows you care.
Weibo: is Not Relevant
Weibo is often compared to Twitter, but with more multimedia. It’s not as trendy as Douyin or RED, but it’s still useful for some exposure and following travel trends.
Tips for SMEs:
- “Simple” Post updates and promotions. Share seasonal offers, events, or local festivals.
- Follow trending topics. Use hashtags linked to holidays (like Golden Week) or themes (like #foodie travel).
- Not use Weibo KOLs.
Bilibili: For the Younger, Video-Savvy Crowd
Bilibili started as an anime and gaming community but has grown into a platform for long-form video. Younger, educated travelers use it to watch detailed travel guides.
Tips for SMEs:
- Create “how-to” videos. Think “How to spend 48 hours in [Your City]” or “Top 5 local dishes to try.”
- Partner with content creators. Many Bilibili vloggers love doing in-depth travel reviews.
- Use it for niche marketing. If your business offers cultural workshops, eco-tours, or educational experiences, Bilibili is a good fit.
Zhihu: Q&A for the Curious
Zhihu is like Quora in China — a question-and-answer site. Travelers sometimes use it for in-depth research before making decisions.
Tips for SMEs:
- Answer questions. If someone asks, “What’s the best family activity in [city]?”, you can reply with your service.
- Write detailed guides. Zhihu rewards long, helpful answers. Think of it as content marketing.
Pulling It All Together
At this point you may be thinking, “That’s a lot of platforms. Do I need to be on all of them?” The answer is no. For most SMEs, focusing on three platforms is enough:
- Douyin for visibility and inspiration.
- Xiaohongshu for trust and reviews.
- WeChat for communication and conversion.
Weibo, Bilibili, and Zhihu can be useful add-ons, but start with the essentials.
MY Final Tips for Tourism SMEs
If you want more Chinese guests in 2025, here are some practical steps you can start with right now:
- Show up where they search. Forget Google and Instagram. Focus on Douyin, Xiaohongshu, and WeChat.
- Keep it visual. Short videos, colorful photos, and authentic reviews work best.
- Encourage sharing. Ask happy visitors to post about you on RED or Douyin. Word-of-mouth is gold.
- Be WeChat-friendly. Always display your QR code, answer questions quickly, and offer information in Chinese.
- Explain local rules. A short welcome video in Chinese about etiquette (how to tip, how to dress, what locals expect) makes everyone’s life easier.
- Think small budget, big impact. Even a simple Douyin video filmed with a phone can attract new visitors if it’s authentic and fun.
- Get local help. A partner agency in China can guide you, manage accounts, and connect you with influencers.
by Olivier VEROT
Chinese tourists Final Word
Chinese tourists are back, and they’re shaping the future of global travel. They’re digital-first, video-driven, and highly influenced by peer reviews. For SMEs, this is not a threat — it’s an opportunity. With the right social media strategy, you can put your business on the map for millions of potential travelers.
And if you don’t know where to start, that’s exactly what we do at ChineseTouristAgency.com. Our team is based in China, managing accounts on Douyin, Xiaohongshu, and WeChat every day. We focus on lead generation, not just visibility, so you can welcome real guests, not just get likes.
The market is ready. Chinese travelers are ready. The only question is: are you ready to meet them online?
