In today’s tourism landscape, success is no longer defined by glossy brochures or traditional adverts. Travellers increasingly look to digital communities for inspiration, and one platform in particular is shaping decisions for millions: Xiaohongshu, also known as RedNote.
With more than 300 million monthly active users, RedNote has become a trusted hub for discovery, blending user-generated content, influencer recommendations, and lifestyle storytelling. For destinations and tourism businesses, learning how to build success in travel marketing with Xiaohongshu is now essential.
Why Xiaohongshu Is Crucial for Travel Marketing
RedNote stands out because it combines the credibility of a community with the reach of a social platform. Its users, mostly young and trend-driven, turn to it for travel ideas, food recommendations, and authentic reviews.
Three factors make it a powerful channel for tourism success:
- Trust over advertising – Travellers value peer-to-peer experiences more than traditional promotional material.
- High influence on decision-making – The platform often dictates where travellers choose to go, stay, and eat.
- Perfect fit for storytelling – Rich visuals and personal narratives align well with showcasing destinations.
For travel marketers, success on Xiaohongshu means connecting with audiences in ways that feel authentic, inspiring, and practical.
Defining Success on Xiaohongshu
Success cannot be measured only by likes or follower counts. On RedNote, the true markers of effective travel marketing include:
- Visibility – Appearing consistently in searches for travel-related queries.
- Engagement – Generating meaningful saves, shares, and comments.
- Conversion – Inspiring users to book trips, experiences, or create itineraries.
- Reputation – Building positive sentiment and lasting credibility.
When these elements come together, a travel brand moves from simply being seen to being chosen.
Strategies for Building Success in Travel Marketing with Xiaohongshu
1. Create Distinctive Storytelling
Destinations and businesses succeed when they highlight unique stories. It could be a food trail, a hidden natural escape, or an authentic cultural experience. Success lies in showing variety and personality rather than relying on generic promotional material.
2. Encourage User-Generated Content
User-generated content (UGC) is the heartbeat of RedNote. Travel brands can build campaigns that encourage visitors to share their stories, from hashtags to small rewards. This adds authenticity and multiplies reach through organic voices.
3. Work with the Right Influencers
Influencer partnerships remain powerful, but balance is key. Collaborations with a mix of high-profile creators and relatable micro-influencers can drive both reach and trust. Local voices often resonate strongly, as they bring depth and cultural fluency.
4. Optimise for Search and Discovery
On RedNote, visibility is achieved through smart use of simplified Chinese keywords, geo-tags, and trending hashtags. Travel content should answer the queries users are already searching for, such as “best cafes near the beach” or “family-friendly city escapes.”
5. Link Inspiration to Action
Content must guide travellers beyond daydreaming. Successful posts include itineraries, tips, and pathways to booking. This helps transform casual browsing into confirmed travel plans.
6. Monitor and Adapt to Trends
RedNote trends move quickly, from wellness tourism to eco-friendly getaways. Brands that track hashtags, sentiment, and engagement patterns can refine their campaigns to stay ahead.
7. Highlight Sustainability
Travellers increasingly expect responsible tourism. Stories about conservation efforts, green resorts, and community-based initiatives can set destinations apart while appealing to ethically minded audiences.
Avoiding Common Pitfalls
Success on Xiaohongshu requires balance. Overly polished or sales-heavy posts risk losing trust. Sporadic posting can reduce visibility, while overlooking cultural nuances may alienate the very travellers being targeted. Measuring only vanity metrics without considering bookings or traveller behaviour can also paint an incomplete picture.
Turning Xiaohongshu into a Growth Engine
Building success in travel marketing with Xiaohongshu is about blending authenticity with strategy. By empowering genuine voices, crafting distinctive stories, and connecting inspiration with action, travel brands can turn visibility into lasting tourism growth.
With consistency and creativity, RedNote can become more than just a platform – it can be a gateway to meaningful traveller connections and long-term success.
Ready to Succeed with Xiaohongshu?
If your brand is looking to grow its presence in Asia’s most influential travel communities, now is the time to start.
Get in touch with us today to build your success in travel marketing with Xiaohongshu.
