The Influence of Xiaohongshu on Travel Trends: How the Chinese App is Transforming Hong Kong Tourism

The rise of experiential tourism in Hong Kong is being driven by the popular social media platform Xiaohongshu, with tourists opting for cultural exploration over shopping sprees.

Wei Jiale, a tourist from Shenyang, shared how the Xiaohongshu app guided him to explore Hong Kong’s culture rather than its shopping districts. He and his partner found themselves captivated by the city’s old residential buildings and iconic filming locations from the popular Hong Kong film series “Young and Dangerous.”

With over 200 million monthly active users, Xiaohongshu has become a go-to platform for lifestyle tips and travel recommendations, especially for the younger generation. Malaysian tourist Apple also found herself exploring Hong Kong’s hidden gems, guided by the app’s detailed directions for the best photo spots.

The app’s influence has reshaped Hong Kong’s tourism landscape, with tourists flocking to unconventional destinations like a busy footbridge in Mong Kok and the Yau Ma Tei Police Station heritage site for unique photo opportunities.

As the retail sector in Hong Kong continues to struggle, the city is looking to attract visitors through experiential tourism. Travel Industry Council executive director Fanny Yeung Shuk-fan emphasized the importance of offering authentic travel experiences to sustain tourism growth.

With the collaboration between the Hong Kong Tourism Board and Xiaohongshu, the city is promoting its cultural tourism through engaging content and partnerships with influencers. As tourists seek meaningful experiences over materialistic indulgence, Hong Kong is evolving into a destination that offers more than just shopping opportunities.