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

The rise of experiential tourism in Hong Kong has been fueled by the popular social media platform Xiaohongshu, attracting tourists who seek authentic cultural experiences over shopping sprees.

Wei Jiale, a tourist from Shenyang, shared how Xiaohongshu helped him explore Hong Kong’s culture, steering him away from shopping districts to historical landmarks and iconic film locations. Similarly, Malaysian tourist Apple found hidden gems in Hong Kong through the app, capturing picturesque moments and exploring familiar settings from popular dramas and films.

The influence of Xiaohongshu extends beyond mainland China, reaching Mandarin-speaking communities worldwide. Tourists like Zhu Junyu from Guangzhou are drawn to nostalgic spots like the neon-lit footbridge in Mong Kok, inspired by childhood memories of Hong Kong television.

As the retail sector in Hong Kong faces challenges, the tourism industry is shifting towards experience-based travel. Fanny Yeung Shuk-fan of the Travel Industry Council emphasized the importance of cultural tourism and the need for new, unique attractions to sustain visitor interest.

Local travel agencies are adapting to this trend by offering curated tours that delve into the history and culture of photogenic sites. Collaborations between the Hong Kong Tourism Board and Xiaohongshu have generated a wealth of content promoting the city’s cultural heritage, attracting influencers and travelers alike.

With a focus on authentic experiences and community engagement, Xiaohongshu is reshaping the tourism landscape in Hong Kong, encouraging visitors to explore beyond shopping malls and embrace the city’s rich cultural tapestry.