Hi, my name is Li Mei, and I’m a 28-year-old Chinese traveler and digital nomad. After nearly three years of being unable to leave China due to the pandemic, I finally started exploring the world again in early 2023. Since then, I’ve visited eight countries across Europe and Southeast Asia, documenting my journeys on RedNote, or Xiaohongshu as it’s known in China. As someone who grew up in Beijing and now balances work with travel, I’ve seen firsthand how RedNote has revolutionized the way Chinese travelers like me discover, plan, and share our experiences. If you’re a travel brand in the West looking to tap into the booming Chinese outbound market, RedNote is the platform you can’t afford to ignore.

How RedNote Became My Travel Bible

When I first started traveling again in 2023, I relied on Western platforms like TripAdvisor and Instagram for inspiration. But I quickly realized that these platforms didn’t fully resonate with my needs as a Chinese traveler. That’s when I discovered RedNote. Unlike Instagram, which feels overly curated and aspirational, RedNote is a treasure trove of authentic, user-generated content. It’s where I go to find detailed itineraries, honest reviews, and insider tips from fellow Chinese travelers who understand my preferences and cultural background.

For example, when I was planning a trip to Vienna, I found a post by a fellow RedNote user who shared a detailed guide to the city’s best coffeehouses, complete with photos, pricing, and personal recommendations. This level of detail helped me plan my own trip and discover hidden gems I would have otherwise missed.

Why RedNote is Indispensable for Chinese Travelers

RedNote isn’t just a social media app—it’s a lifestyle platform that has become an integral part of how Chinese travelers like me plan our trips. According to a 2023 report by China Trading Desk, RedNote has over 300 million registered users, with 70% of them being female and 80% between the ages of 19 and 35. This demographic is highly influential, as they are tech-savvy, well-educated, and have significant disposable income.

What sets RedNote apart is its commitment to user-generated content. Unlike other platforms, 90% of RedNote’s content is created by everyday users like me, not influencers or brands. This makes the platform feel genuine and trustworthy. When I post about my travels, I’m not doing it for clout or money—I’m sharing my honest experiences to help others.

Another reason RedNote is so powerful is its level of detail. Unlike Instagram, where posts are often just pretty pictures, RedNote creators provide thorough reviews, ranked lists, and step-by-step itineraries. For instance, I recently posted about my visit to Vienna, where I reviewed five different cafes, complete with photos, pricing, and my personal recommendations. This kind of content is invaluable for other travelers who want to make informed decisions.

The Changing Face of Chinese Travelers

The Chinese travel market is evolving rapidly, and RedNote is at the forefront of this transformation. Younger travelers like me, born after 2000, now make up nearly half of the core market for Chinese travel agents. We’re drawn to unique, meaningful experiences that go beyond traditional sightseeing.

For example, I’ve noticed a growing interest in niche travel trends like nature tourism, birdwatching, and cultural heritage experiences. In September 2023, the most searched hashtags on RedNote were #visa-free, #independent, #experience, and #seasonal. This reflects a shift toward more personalized and sustainable travel.

As a digital nomad, I’m also part of a growing trend of younger Chinese travelers who combine work and travel. RedNote has been instrumental in helping me find co-working spaces, local events, and cultural experiences that allow me to connect with the communities I visit.

Why Western Brands Need to Pay Attention

If you’re a travel brand in the West, RedNote is your gateway to the Chinese outbound market. According to the China Outbound Tourism Research Institute (COTRI), Chinese travelers took an estimated 130 million outbound trips in 2023, and this number is expected to grow significantly in the coming years. RedNote is where many of these travelers start their journey. In January 2024 alone, overseas travel searches on the platform increased by 107% year-on-year, with over 19 million users showing “high potential” for booking outbound trips.

RedNote’s user base is predominantly young, urban, and female—77% of users searching for “outbound travel” are women, and 80% are between 19 and 35 years old. These are highly educated, tech-savvy travelers with disposable income and a desire for unique experiences.

How to Win Over RedNote Users

If you want to attract Chinese travelers like me, here are a few tips:

1. Embrace User-Generated Content: RedNote users are skeptical of paid content. Instead of relying on influencers, focus on encouraging everyday users to share their experiences. For example, offer free stays or experiences in exchange for honest reviews.
2. Leverage Micro-Influencers: While celebrities may have a large reach, micro-influencers like me are more trusted by the RedNote community. Partner with smaller creators who know their audience and can create authentic content.
3. Adopt Chinese Payment Methods: If you want to attract Chinese tourists, make it easy for them to pay. Platforms like WeChat Pay and Alipay are essential for catering to Chinese travelers.
4. Monitor Your Reputation: RedNote is a great place to get honest feedback about your products and services. Use the platform to engage with users, address concerns, and build trust.

Final Thoughts

As a Chinese traveler, RedNote has transformed the way I explore the world. It’s not just a platform—it’s a community of like-minded individuals who value authenticity, detail, and meaningful experiences. For Western travel brands, RedNote represents a massive opportunity to connect with a growing and influential market.

So, if you’re not already on RedNote, it’s time to start paying attention. Trust me, as someone who’s been on both sides of the platform, the rewards are well worth the effort.

— Li Mei, Travel Enthusiast and RedNote Creator