Xiaohongshu, one of China’s leading social media platforms, has become the primary source of travel inspiration and trip-planning decisions for Chinese users. It brings together some of the most active, savvy, and share-driven travel consumers, with over 350 million monthly active users. Travel-related topics on the platform have been growing by more than 60% year on year.
At the 2025 TravelDaily Conference, Xiaohongshu’s head of Commercial Culture & Tourism shared where the incremental growth in China’s travel business is coming from.
According to Xiaohongshu’s 2025 survey on user consumption trends, different user segments show distinct travel needs:
● Gen Z, who are just entering the workforce, prefer traveling with friends and show strong demand for concerts, large-scale shows, and other entertainment experiences;
● Generations X & Y are more willing to spend in family scenarios such as trips with children and with parents;
● The silver generation, with more time and disposable income, tend to travel as couples and prefer enjoying natural scenery and planning long-distance domestic trips.
More insights into the new consumption needs of Chinese travelers will be shared at the 19th TravelDaily Conference in September 2026.
Highly influential players like Xiaohongshu—companies shaping China’s and even the global travel industry—will join us at the conference to share the latest shifts in China’s leisure and corporate travel markets, including:
● What is changing in China’s travel market?
● What do Chinese travelers prefer today?
● Policy updates on China’s inbound and outbound travel;
● How China’s corporate travel demand is evolving.
Interested in new trends, shifts, and opportunities in China’s travel industry?
Contact: xenia@traveldaily.cn
