On the afternoon of September 10, at the main forum of the 2025 TravelDaily Conference, Sophie Wang, Head of Culture & Tourism, Commercialization Department, Xiaohongshu, unveiled how the platform leverages a “full-funnel content logic—from inspiration to conversion” to help businesses build deeper connections with users and unlock new growth opportunities.
From a platform perspective, Xiaohongshu has become a hub for travel users who not only love to explore and experience but are also highly willing to share.
Among its 36 primary categories, travel-related topics have maintained a year-on-year growth rate of over 60%.
Based on user behavior trends, Xiaohongshu has identified three major cultural tourism trends this year.
1、From day to night
With the booming night economy, many cities and scenic destinations are planning “daytime + nighttime” operations that extend experiences across the full day.
2、From ancient to modern
Young Chinese users are showing stronger national and cultural confidence, with growing enthusiasm for exploring China’s landscapes and the aesthetics of traditional architecture. For example, the hairpin flower photoshoot trend in Fuzhou has inspired many young women to share their photos, further fueling cultural tourism.
3、From China to the world
Since the end of last year, the topic “Let the World See China” has spotlighted China’s cultural and tourism resources—encouraging domestic users to share while also drawing interest from international travelers.
