What are the most popular social media platforms among Chinese tourists in 2025
More conversations about Chinese tourists lately? That’s because they’re back and spending. After years of slower international travel, Chinese outbound tourism rebounded strongly and 2025-2026 keeps the momentum going. For hotels, local attractions, restaurants, and tour operators, this market is a real chance to grow.
But one thing blocks most SMEs from getting there: they try to reach Chinese tourists with the wrong tools.
Chinese travelers don’t use Google, Instagram, WhatsApp, or Western review sites. They live inside their own digital world, and social media is the engine of it. I am Oliver Verot, founder of GMA, and here’s what you need to know.
What’s Changed With Chinese Travelers in 2025
Five shifts define the current Chinese traveler:
1. Research is 100% digital. Every decision, where to go, where to stay, what to eat, happens online before the trip. The first stop is Douyin, Xiaohongshu, or a WeChat group. Not a travel agent.
2. Authentic experiences matter more. Group shopping tours are fading. Younger generations want culture, outdoor adventures, food tours, and photo-worthy spots. They want stories, not packages.
3. Peer reviews drive decisions. A recommendation from someone on Xiaohongshu feels more real than any official ad. Trust comes from other travelers, not brands.
4. Short video dominates. Douyin changed everything. One 15-second clip of your restaurant, hotel, or activity can bring a real flood of new guests.
5. Service expectations are high. Mobile payments, clear signage in Chinese, friendly staff: convenience and respect matter. Chinese tourists share both good and bad experiences quickly.
Now let’s go through each platform and what you can actually do.
WeChat: The Super App You Cannot Ignore
Think of WeChat as Facebook, WhatsApp, and PayPal in 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 and closing bookings.
What to do on WeChat:
- Create an Official Account. This is your homepage inside WeChat. Share updates, promotions, and practical travel information in Chinese.
- Handle customer service there. Many Chinese travelers will send questions directly on WeChat. Respond fast, under 5 minutes if possible. That builds trust.
- Put QR codes everywhere. On brochures, menus, hotel desks, restaurant tables. It’s the easiest way for tourists to connect with you.
- Build a mini-program if you can. A WeChat mini-program lets travelers browse tours, check menus, or book directly without leaving the app. It removes friction from the conversion path.
At GMA, our WeChat team manages Official Accounts, mini-programs, and direct customer service for tourism clients every day. Response time, content quality, and booking flow all drive real results here.
Douyin: Where Travel Inspiration Starts
Douyin is the Chinese version of TikTok, and it’s massive. This is where travelers discover destinations, see what’s trending, and decide where to go. For many young tourists, if you don’t exist on Douyin, you simply don’t exist.
What to do on Douyin:
- Short, real videos. Show your hotel room view, a special dish, a guest enjoying your tour. Keep it under 30 seconds. Start with the best visual in the first 3 seconds.
- Create shareable moments. A colorful cocktail, a panoramic view, a fun cultural activity: these spread on their own.
- Use trending hashtags. Search which tags are popular in travel and add them. It boosts visibility without paid promotion.
- Work with micro-KOLs. A local influencer with 50,000 engaged followers will bring you more real bookings than any banner ad.
- Post consistently. At least 3 times per week. Douyin rewards accounts that post regularly with more organic reach.
GMA runs Douyin campaigns for destinations and properties across Europe and Southeast Asia. We produce content, manage KOL partnerships, and track play-through rates and bookings together so you know exactly what’s working.
Xiaohongshu (RED): The Platform of Trust
Xiaohongshu (RED) is where Chinese tourists go for authentic reviews and travel diaries. A mix of Instagram and TripAdvisor. Travelers check it before booking to see if others recommend your place. One good review from a real traveler is worth more than any paid ad.
What to do on Xiaohongshu:
- Post travel notes. Write like a diary: “A perfect afternoon in this small winery.” Add quality photos or short clips. Personal, specific, visual.
- Ask guests to share. Happy Chinese visitors who post about you on RED are your best marketing channel. Make it easy for them to tag you.
- Tell real stories. Don’t just show your restaurant. “The chef who learned this dish from his grandmother” is what works on RED. The story behind the experience.
- Answer comments. Engagement shows you care and helps the algorithm push your content further.
At GMA, our RED team builds brand accounts, manages KOL collaborations, and tracks saves, comments, and WeChat follows as the key metrics. This is where higher-value bookings and experiential tourism come from.
Weibo: Lower Priority
Weibo is often compared to Twitter but with more multimedia. It’s not where the action is for tourism in 2025, but it still works for some exposure and trend tracking.
What to do on Weibo (optionally):
- Post seasonal offers and event updates.
- Follow trending topics linked to Chinese holidays like Golden Week.
- Skip Weibo KOLs: the engagement rates don’t justify the cost compared to Douyin or RED.
Bilibili: For the Younger, Video-Savvy Crowd
Bilibili started as an anime and gaming platform and grew into long-form video. Younger, educated travelers use it for detailed travel guides and documentary-style content.
What to do on Bilibili:
- Create “how-to” style videos: “48 hours in [your city]” or “Top 5 local dishes to try.”
- Partner with Bilibili vloggers who specialize in travel reviews.
- Use it for niche audiences: cultural workshops, eco-tours, educational experiences all fit well here.
The Right Three Platforms for Most SMEs
You don’t need to be on everything. For most SMEs, three platforms are enough to start:
- Douyin: for visibility and first discovery.
- Xiaohongshu: for trust and reviews at the decision stage.
- WeChat: for direct communication, booking, and follow-up.
Weibo, Bilibili, and Zhihu are useful additions, but only once you have the core three working.
| Platform | Main role | Priority |
|---|---|---|
| Douyin | Discovery and inspiration | High |
| Xiaohongshu | Trust and reviews | High |
| Communication and bookings | High | |
| Bilibili | Long-form content, younger audience | Medium |
| Awareness, trend tracking | Low | |
| Zhihu | Research, Q&A content | Low |
Final Tips for Tourism SMEs
- Show up where they search. Focus on Douyin, Xiaohongshu, and WeChat. Ignore everything else at first.
- Keep it visual. Short videos, quality photos, authentic reviews: these work. Brochures and slogan posts don’t.
- Ask for sharing. Happy visitors who post on RED or Douyin are your best marketing team. Make it easy, offer a small incentive if needed.
- Be WeChat-ready. Display your QR code, answer questions fast, have information available in Chinese.
- Explain local context. A short welcome note in Chinese about how tipping works, what to expect, and what’s nearby makes visitors feel respected and comfortable.
- Small budget, real results. A good phone video posted consistently beats a one-time expensive campaign.
- Get local help. A team based in China manages these platforms every day and knows what the algorithm rewards this week, not last year.
Chinese tourists are back, and they’re shaping global travel. They’re digital-first, video-driven, and trust peers more than brands. For SMEs, this is not a complication, it’s an opening. With the right social media approach, you can put your business in front of millions of potential travelers.
At GMA (ChineseTouristAgency.com), that’s exactly what we do. Our team is based in China, managing campaigns on Douyin, Xiaohongshu, and WeChat every day. We focus on lead generation and real bookings, not just visibility. See our services here.
See also: China Daily on Chinese outbound tourism trends 2025.
Oliver Verot is the founder of GMA, based in Shanghai. He has spent 15 years helping tourism businesses get found by Chinese travelers. He manages more social media accounts than he sleeps hours, and he’s fine with that trade-off.
