In 2025, social media is the #1 tool<\/strong> influencing how, where, and why Chinese tourists travel.<\/p>\n\n\n\n Before they book flights or hotels, Chinese travelers first go online to \u201cget inspired\u201d<\/strong> \u2014 and that inspiration now comes almost entirely from social media platforms like Douyin and Xiaohongshu (Red)<\/strong>.<\/p>\n\n\n\n \ud83d\udcca More than 70% of Chinese travelers in Gen Z and Millennial age groups use social media as their primary source for:<\/strong><\/p>\n\n\n\n Douyin (TikTok China) is the most influential platform for travel inspiration<\/strong> in China right now.<\/p>\n\n\n\n \u2705 Short videos show immersive, real-life travel moments<\/strong> \u2013 hotels, hikes, beaches, local food, shopping spots \ud83d\udd25 Pro Tip:<\/strong> Xiaohongshu (Little Red Book) is where Chinese travelers plan and validate their trips<\/strong>. Think of it as TripAdvisor + Instagram + lifestyle blog<\/strong>\u2014all in one.<\/p>\n\n\n\n \u2705 Users post photos, reviews, travel tips, and personal experiences<\/strong> \ud83d\udd25 Pro Tip:<\/strong> <\/p>\n\n\n\n \ud83e\uddf3 When Chinese tourists plan holidays, they no longer go to travel agencies first<\/strong>. They open:<\/p>\n\n\n\n In short:<\/strong> \u2705 Create localized content in Chinese<\/strong> with native subtitles <\/p>\n\n\n\n \ud83d\udccc In 2025, social media is not a “nice-to-have” \u2014 it\u2019s the core driver of Chinese travel decisions.<\/strong> In 2019, there were more than 150 million outbound trips from China, which means there was the number one travel force in the world before the pandemic. In 2019, 70% of holiday bookings were made online. How do Chinese holidaymakers plan their holidays in 2023 when the world economies expecting their return<\/a>? How do they find information? How do they share their experience with their friends? The vast majority use only one media for this: Social Media. WeChat<\/a>, Weibo, and specialised tourism platforms like Tuniu you name it. They often like to share their experience in almost real-time. Let’s have a better understanding of how Chinese tourists use social networks.<\/span><\/p>\n Chinese tourists will first look for information on specialised tourism platforms like Tuniu to find the country they would like to go to. Following this, they will go on OTA to do their booking.<\/span><\/p>\n
\n\n\n\n Key Insight: Inspiration Comes Before Booking<\/strong><\/h2>\n\n\n\n
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\n\n\n\n\ud83d\udcf2 Douyin: The Power of Video in Travel Decisions<\/strong><\/h2>\n\n\n\n
\u2705 Travelers want to \u201csee the experience\u201d before they go<\/strong>
\u2705 KOLs & influencers create viral trends: a beach, caf\u00e9 or mountain trail can become popular overnight<\/p>\n\n\n\n
Destinations that use Douyin effectively can attract thousands of Chinese tourists<\/strong> just by creating beautiful, relatable, and shareable content.<\/p>\n\n\n\n
\n\n\n\n\ud83d\udcf8 Xiaohongshu (Red): The Visual Guidebook for Young Travelers<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/chinesetouristagency.com\/wp-content\/uploads\/2023\/02\/social-media-in-China-travel.webp\")
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\u2705 It\u2019s a trusted space for authentic recommendations<\/strong> \u2013 \u201creal people, real places\u201d
\u2705 Travelers search Red to find hidden gems, scenic spots, photogenic places<\/strong>, and \u201cmust-do\u201d activities<\/p>\n\n\n\n
Brands, hotels, restaurants and tourism boards should collaborate with Red influencers (KOLs & KOCs)<\/strong> to create content that travelers can save, share, and plan around.<\/p>\n\n\n\n
\n\n\n\n\ud83d\udcc5 Social Media = Direct Influence on Holiday & Destination Choices<\/strong><\/h2>\n\n\n\n
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Social media creates the desire<\/strong>, builds trust<\/strong>, and guides the decision<\/strong> \u2014 bookings follow later.<\/p>\n\n\n\n
\n\n\n\n\ud83d\udca1 How to Use Social Media to Attract Chinese Tourists in 2025<\/strong><\/h2>\n\n\n\n
\u2705 Focus on short videos, scenic visuals, and emotional storytelling<\/strong>
\u2705 Use influencers (KOLs) to give your destination credibility
\u2705 Show what makes your location unique, shareable, and photogenic<\/strong>
\u2705 Include info on shopping, local culture, food, and weather<\/strong> \u2013 details matter
\u2705 Engage on Douyin + Red + WeChat \u2013 the Holy Trinity of Chinese social media<\/strong><\/p>\n\n\n\n<\/a><\/figure>\n\n\n\n
\n\n\n\n\ud83c\udfaf Final Thoughts<\/h2>\n\n\n\n
\ud83d\udccc Destinations that show up on Douyin & Red become aspirational.<\/strong>
\ud83d\udccc Tourism boards, hotels, and brands must speak the social media language<\/strong> of younger Chinese travelers to stay relevant.<\/p>\n\n\nChinese tourists spend 8 hours per week on social networks<\/span><\/h2>\n
Before the trip<\/span><\/h2>\n
Hotel Registration & Chinese OTA Agency<\/a><\/blockquote>