How to Use Chinese Social Media to Attract Tourists in 2025
Have you noticed that Chinese travelers are returning to international destinations in bigger numbers? After years of restrictions, the outbound tourism wave from China is back. For many small and medium businesses in tourism – hotels, restaurants, tours, attractions – this is fantastic news. But here’s the catch: Chinese travelers don’t get their information from the same places as your Western guests.
Forget Google, Facebook, Instagram, or even TripAdvisor. These platforms are blocked in China. Instead, Chinese tourists live in their own online ecosystem, built around super apps, short video platforms, and lifestyle communities. If you want to attract them, you need to be visible where they spend their time. That means WeChat, Douyin, Xiaohongshu, Weibo, and a few other niche platforms.
Let’s look at the trends shaping Chinese tourism in 2025, and then go platform by platform with simple, practical tips for how SMEs like yours can use them.
What’s New in 2025? The Social Media Trends That Matter
So, how are Chinese tourists planning their trips today? The answer is: almost entirely through social media.
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Inspiration starts with video. A 15-second clip on Douyin showing a beautiful beach or a cozy café can spark the idea for an entire trip.
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Trust comes from peers. On Xiaohongshu, users post “travel notes” – mini diaries and reviews. Other users read them like they would a friend’s recommendation.
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Practical info comes via WeChat. Whether it’s asking a question, checking a mini-program, or finalizing a booking, WeChat is where business happens.
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Buzz spreads on Weibo. Big announcements, celebrity trips, or influencer posts can trend here and give destinations a wider audience.
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Younger travelers explore niche platforms. Gen Z might watch longer videos on Bilibili or read advice on Zhihu before booking.
For Chinese tourists, the journey from “I saw a post” to “I booked a trip” is digital, social, and fast. If you want a share of this market, you need to join their online journey.
WeChat: The Super App You Can’t Ignore
Do you already use WhatsApp, Facebook, and email to communicate with customers? In China, all of that is packed into WeChat. It’s a messaging tool, a payment system, a content hub, and even a booking platform. Every Chinese tourist uses it daily.
How SMEs can use WeChat:
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Create an Official Account. This is like your Facebook page, but in WeChat. Use it to share updates, travel tips, or promotions in Chinese.
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Answer quickly. Chinese travelers expect fast replies. Treat WeChat like live chat. If they message you and don’t get a response, they’ll move on.
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Add a mini-program if possible. Even a simple booking or info page in Chinese makes you look professional and trustworthy.
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Encourage guests to follow you. Add QR codes at your hotel desk, restaurant tables, or on flyers. Once they follow, you can send updates and keep the relationship alive.
WeChat is not flashy, but it’s essential for building trust and converting interest into bookings
WeChat Marketing for Destination Travel and Tourism Sector: A Comprehensive Guide
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Douyin: Where Travel Dreams Begin
Have you ever seen a destination go viral just because of one short video? That’s Douyin in action. It’s the Chinese version of TikTok, but even bigger.
Travel is one of the hottest topics on Douyin. Young people watch clips to find hidden gems, fun activities, and photo-worthy spots. If you’re not on Douyin, you’re missing out on the main stage for travel inspiration.
How SMEs can use Douyin:
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Show your experience in motion. Don’t just post photos – record short, fun videos. Show your restaurant’s signature dish being served, or the view from your hotel balcony.
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Keep it short and engaging. 10–20 seconds is enough. Add subtitles in Chinese and upbeat music.
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Use hashtags. Douyin works on trends. Add relevant travel hashtags so your video gets discovered.
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Work with micro-influencers. You don’t need to hire celebrities. Small influencers with loyal audiences can bring great results at lower cost.
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Post consistently. One viral video can change your visibility, but regular posting keeps you top of mind.
If you want to inspire Chinese tourists, Douyin is your best starting point.
Xiaohongshu (RED): The Trust Builder
Do you know where Chinese travelers go to double-check if a place is worth visiting? It’s Xiaohongshu, also known as RED or “Little Red Book.” Think of it as Instagram + TripAdvisor + Pinterest in one.
On Xiaohongshu, users share authentic posts: reviews, photos, travel diaries. It’s not about fancy ads; it’s about real experiences. That’s why it’s so trusted.
How SMEs can use Xiaohongshu:
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Encourage user posts. Ask your Chinese guests to share their experience on RED. Their posts act as free advertising.
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Create lifestyle content. Don’t just promote your hotel room – share a post about “The perfect 24 hours in our city” or “Best food stops after visiting our museum.”
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Use nice visuals. High-quality photos with a story work best here.
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Reply to comments. Engage with users in Chinese. It shows you care.
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Collaborate with KOLs. Key opinion leaders on RED can “plant the seed” for your destination among thousands of followers.
If Douyin inspires, RED convinces. This is where curiosity becomes The very first step is to register in the Little Red Book’s system (小红书入驻平台) as a merchant or a company. Registering on the app can be somewhat complicated, lots of paperwork has to be done in Chinese trust.
Weibo: is Dying
While WeChat, Douyin, and RED dominate daily use, Weibo still plays a little role, especially for trending topics. Think of it as dead Facebook. It’s where news spreads fast, and where some old influencers amplify messages.
How SMEs can use Weibo:
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Use it for announcements. Hosting an event, festival, or new package? Post it here.
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Connect with influencers. Weibo is home to many celebrities and travel bloggers. Partnering with the right one can give you huge exposure.
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Ride the trends. Use trending hashtags to link your service to bigger conversations.
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Don’t rely only on Weibo. It’s better as a support channel than a main one. Use it for reach, not deep engagement.
Weibo may not convert directly, but it can put your brand in front of a wide audience.
Other Platforms Worth Knowing
Not every SME needs to use them, but depending on your niche:
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Bilibili: Great if your target audience is young Gen Z travelers who love long videos (vlogs, guides, behind-the-scenes).
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Zhihu: A Q&A platform. If you have expertise (like running cultural tours), answering questions can position you as an authority.
These are optional, but can be powerful if your audience fits.
Practical Tips for SMEs
So, what should you do next if you want more Chinese visitors? Here’s a simple action list:
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Start with one platform. If you can’t handle all, pick Douyin (for inspiration) or RED (for trust) and get started.
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Use video. Video is the language of Chinese social media in 2025. Even simple clips filmed on your phone work if they’re authentic.
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Be reachable on WeChat. Every Chinese tourist uses it. Add a QR code and answer fast.
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Show social proof. Encourage guests to post on RED or Douyin. User-generated content is more powerful than ads.
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Explain local etiquette. Create a short, friendly video in Chinese about “how to behave in our country” – things like tipping, dress codes, or quiet zones. Tourists will appreciate it, and locals will thank you.
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Work with local partners. Agencies in China can help you run campaigns, manage influencers, and avoid mistakes.
My Thoughts Philip Chen
Chinese tourists are one of the biggest opportunities for global tourism in 2025. They’re digital, social, and ready to travel. But to attract them, you need to meet them on their platforms – not yours.
WeChat helps you communicate, Douyin inspires them, Xiaohongshu convinces them, and Weibo spreads the word. If you use these platforms well, even as a small business, you can compete for attention and win loyal guests.
At ChineseTouristAgency.com, this is what we do every day. Our team is based in China. We manage campaigns on Douyin, RED, and WeChat. We focus on lead generation, not just likes. And we help SMEs like you attract, engage, and convert Chinese tourists with real results.
So, are you ready to welcome more Chinese travelers to your business? The opportunity is here. Now it’s time to show up where they are – on Chinese social media.
