The travel industry is entering a new phase, shaped by shifting traveller expectations and rapid digital transformation. For Malaysia, staying competitive means not only offering great destinations but also presenting them on the platforms where travellers seek inspiration. One of the most influential of these platforms is Xiaohongshu, where trends, reviews, and search-driven discovery increasingly shape travel decisions.
One of the most influential of these platforms is Xiaohongshu, where trends, reviews, and search-driven discovery increasingly shape travel decisions.
Wellness and Sustainability on the Rise
Travellers are increasingly drawn to experiences that promote both personal wellbeing and environmental responsibility. Malaysia is well placed to meet this demand with its rich natural landscapes and diverse retreat offerings. From eco-lodges tucked within rainforests to wellness resorts along its coasts, these stories can be amplified on Xiaohongshu through engaging content that speaks to travellers seeking balance, health, and sustainability.
Capturing the “Check-in Economy”
The modern travel experience is inseparable from digital sharing. The so-called “check-in economy” thrives on Xiaohongshu, where users showcase the most visually captivating locations. Malaysia can benefit by positioning its attractions—from iconic city skylines to hidden waterfalls and trendy cafés—as photo-worthy destinations. With the right storytelling, these spots can become must-visit locations for travellers curating their itineraries online.
Navigating AI-Driven Discovery
Xiaohongshu is evolving rapidly, with AI-powered search becoming a central feature. This changes how travellers discover content, placing greater emphasis on relevance, quality, and authenticity. For Malaysian tourism operators, success will hinge on creating content optimised for this new search landscape. High-quality visuals, keyword-rich descriptions, and authentic user engagement will ensure destinations remain visible in 2026’s AI-first era of travel discovery.
Transforming Shopping into Experiences
Shopping has long been a highlight for visitors, but expectations are shifting. Travellers now look for immersive and interactive experiences that go beyond retail. Shopping malls in Kuala Lumpur, Penang, and Johor have an opportunity to reposition themselves on Xiaohongshu as lifestyle destinations by showcasing cultural performances, seasonal festivals, and experiential pop-ups that travellers will want to share.
Looking Ahead
Malaysia’s travel story in 2026 will not be defined solely by its natural beauty or urban attractions, but by how effectively these experiences are presented and discovered online. Platforms like Xiaohongshu are no longer just social media—they are engines of inspiration and decision-making.
Now is the time for Malaysia’s travel stakeholders—tourism boards, hospitality players, and retail destinations—to strengthen their Xiaohongshu strategies. By creating authentic, optimised, and visually engaging content, the industry can capture traveller attention, boost visibility, and ensure Malaysia remains a top destination in the years ahead.
