Chinese Lifestyle App Xiaohongshu Transforms Domestic Tourism in China

The Chinese lifestyle app Xiaohongshu, also known as RedNote, is revolutionizing China's booming domestic tourism sector by becoming a primary platform for millions of travelers to discover destinations, plan itineraries, and decide photo spots. The app, often compared to Pinterest and dubbed "China's Instagram," allows users to share photos, videos, and live streams, but has evolved into a travel guide where viral content shapes popular tourist sites.

Popular destinations like Shichahai in Beijing have surged in popularity due to Xiaohongshu, with visitors dressing in traditional Chinese robes for photos, and professional photographers competing for clients. The app has also boosted lesser-known locations such as Dezibo in Shandong province, which gained fame after local barbecue skewers went viral.

According to Chinese news agency Xinhua, domestic tourism in China reached a record 6.5 billion trips last year, a 16% increase from the previous year. Concurrently, Xiaohongshu's active user base grew from 300 million to 350 million within a year, per data firm Qiangua. Strategy consultant Ming Yi Lai told AFP that many young travelers now start their trip planning on Xiaohongshu, citing a 20-year-old student, Mina Chen, who used the app to plan a full day in Beijing including recommended restaurants and efficient routes.

However, the app's success has drawbacks, including overcrowding at viral sites and business dependence on app-driven traffic. Users also sometimes complain about sponsored influencer recommendations that do not meet expectations. Xiaohongshu gained global attention last year when many American users switched to it amid fears of TikTok being banned in the US. It is currently preparing a confidential IPO filing for the Hong Kong Stock Exchange, expected by the end of this year.