For international tourism brands, RedNote offers significant potential. A Dragon Trail study in January 2025 revealed that nearly half of Chinese travel agencies use platforms such as RedNote to drive sales. In addition, conversion rates on this social network exceed the average for other digital channels. Sienna Parulis-Cook, director of marketing and communications at Dragon Trail, points out that "90% of the content on RedNote is original and created by users themselves, which reinforces its authenticity and credibility". To maintain this ratio, the company actively limits the number of sponsored posts.
Unlike platforms such as Instagram or Pinterest, RedNote is distinguished by its detailed content. Creators share not only attractive images, but also complete itineraries and evaluations of each experience. Plotnick emphasises that "it is a platform for conversation, discovery and learning", underlining its practical utility over aspirational inspiration.
The profile of the Chinese traveller is constantly evolving. The generation born after 2000 represents almost half of the core market for travel agencies in China. This segment shows a growing interest in exclusive experiences, sustainability and community-based tourism. In 2024, the most popular searches on RedNote included hashtags such as #visa-free, #independent, #experience and #seasonal. In addition, nature-focused travel, birdwatching and cultural heritage have gained popularity. Plotnick adds that "young Chinese are increasingly looking for wellness-related experiences such as spas and health retreats".
Another growing phenomenon is digital nomadism. Young travellers, who are able to work remotely, are looking for longer stays that allow them to be more culturally immersed in the destinations they visit.
RedNote's impact transcends Chinese borders. In 2024, it was estimated that Chinese travellers made 130 million trips abroad. During the same year, the platform registered more than 19 million users with a "high potential" for booking international travel, with a 107% increase in overseas travel searches compared to the previous year. RedNote's data indicates that its user base is 70 per cent female and 30 per cent male. In addition, 77% of people searching for travel information on the platform are between 18 and 35 years old, underlining the importance of this demographic for travel brands looking to attract Chinese travellers.
For international travel brands, it is essential to understand and adapt to emerging trends on platforms such as RedNote. Authenticity and personalisation are key to attracting modern Chinese travellers. By collaborating with local influencers and encouraging user-generated content, brands can establish a genuine presence on the platform. In addition, it is crucial to offer detailed and useful information that goes beyond attractive images, providing itineraries, practical tips and honest evaluations of experiences.
RedNote is transforming the way Chinese travellers discover and plan their adventures. For tourism brands looking to capture this growing market, it is imperative to recognise the platform's influence and adapt their strategies accordingly. In doing so, they will not only be able to attract a new generation of travellers, but also establish lasting connections based on trust and authenticity.
