Why FIT Travellers Matter
The Chinese FIT (Free Independent Traveller) market is one of the fastest-growing segments in outbound tourism. In 2024, more than 60% of Chinese outbound travellers were FITs, and this share is expected to rise further by 2026. Unlike group travellers, FITs:
- Prefer personalised and authentic experiences
- Rely heavily on digital research before making travel decisions
- Value story-driven recommendations over traditional advertising
This is why tourism boards, shopping centres, and lifestyle destinations must understand how to reach the Chinese FIT market through Xiaohongshu, a platform that has become central to their decision-making process.
Xiaohongshu: The Go-To Platform for the Chinese FIT Market
Xiaohongshu is more than just a lifestyle platform—it is a search and discovery engine for young, urban Chinese travellers. Within the Chinese FIT market, Xiaohongshu is used to:
- Research destinations, attractions, and hidden gems
- Look up shopping centres, hotels, and restaurants reviews
- Follow real traveller diaries instead of official guides
- Save and organise trip ideas with the “Collect” feature
With over 300 million monthly active users, Xiaohongshu already plays a key role in shaping travel plans. As the Chinese FIT market grows, Xiaohongshu will only become more influential as a source of inspiration and planning.
The 3E Framework: Capturing the Chinese FIT Market Through Xiaohongshu
Tourism boards, shopping centres, hotels, and lifestyle brands can engage this audience effectively by focusing on the 3E framework:
1. Experience (immersive storytelling)
- Go beyond listings—showcase “a day in the city” or hidden gems locals love.
- Use short videos to bring to life markets, cultural events, and shopping districts.
- Highlight local cafés, design shops, and cultural blends that resonate with young FITs.
2. Ease (practical travel content)
Answer FIT pain points with how-to guides:
- How to get there (transport, visas, airport transfers)
- Where to stay (area guides, hotel comparisons)
- What’s trending now (seasonal attractions, shopping offers)
Share maps, itineraries, and budget breakdowns—formats that are highly valued in the Chinese FIT market.
3. Engagement (UGC and community interaction)
- Collaborate with Chinese micro-KOLs and travel bloggers to share authentic experiences.
- Encourage UGC via campaign hashtags that travellers can adopt.
- Reply to comments in Mandarin Chinese and participate in Q&A threads to build trust.
- Use location tags and trending keywords for better visibility.
Winning the Chinese FIT Market Through Xiaohongshu
For Chinese FIT travellers, Xiaohongshu is not just social media—it is a diary, a guidebook, and a peer-reviewed search engine. By focusing on experience, ease, and engagement, brands can position themselves as must-visit destinations and capture a greater share of the Chinese FIT market through Xiaohongshu.
👉 The time to act is now. Begin shaping your Xiaohongshu content calendar ahead of the 2026 outbound travel boom to ensure your brand is front of mind when Chinese FITs plan their journeys.
