~ helping brands tell their China story ~

We Connect Destinations & Travellers.
We Convert Interest into Bookings.

We're a boutique consultancy that helps global tourism brands navigate the Chinese consumer landscape — from Xiaohongshu strategy to cross-cultural storytelling. Based in Vancouver, rooted in both worlds.

Start a Conversation → Read Our Insights
LA Desert Hills Outlet XHS Post
Whistler Scandinave Spa XHS Post
Route 66 Road Trip XHS Post
10+
Years in Tourism Marketing
and still learning every day
2
Markets We Call Home
China & North America
100%
Boutique Service
small team, big attention to detail

About the Founder

"I started this agency because I saw too many tourism brands struggle with China — not because the market is impossible, but because the advice they were getting was generic, outdated, or just... wrong.

We do things differently. Strategies are built from scratch, grounded in real research and real experience across China and North America. We focus on custom solutions — honest work that actually moves the needle."

— Carrie Zhou Senior Travel Strategist & Founder CncDestination

How We Work

01

Hands-On, Start to Finish

Carrie is personally involved in your project, ensuring thoughtful strategy and consistent execution throughout.

02

Partnership, Not Projects

We build long-term relationships, not one-off engagements. Your goals become our goals as we work together.

03

We Actually Care

Driven by genuine passion for the tourism industry, we focus on delivering meaningful results — not just ticking boxes.

What We Do

Strategic guidance to help global brands navigate the Chinese consumer landscape — anywhere in the world.

↓ each service is tailored to your specific brand needs ↓

01

China & Diaspora GTM Strategy

We build data-led market entry roadmaps that identify high-growth opportunities. We bridge the gap between Mainland China and the North American Chinese diaspora, aligning your global vision with local market intelligence.

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02

RED (Xiaohongshu) Growth & Seeding

We design strategic Xiaohongshu marketing to build authentic brand equity. We go beyond simple impressions, leveraging premium KOL/KOC partnerships and community seeding to earn consumer trust in China's most influential lifestyle ecosystem.

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03

Cross-Cultural Brand Narrative

We adapt your brand identity for the Chinese market through professional cultural localization. We translate your core values into Chinese storytelling that resonates with modern consumption habits while maintaining global brand integrity.

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04

Digital Landing & Local Concierge

We provide a bespoke framework for navigating China's unique digital infrastructure. From regulatory compliance to ecosystem integration, we act as your local concierge to ensure a seamless, low-risk entry into the world's most complex digital market.

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Insights & Perspectives

Our take on destination marketing, traveler behavior, and the trends shaping China's travel industry

Case Study Jan 2025

Why Most Destination Marketing Fails Chinese Travelers

A deep dive into the common pitfalls destinations make when targeting Chinese audiences — and how to avoid them.

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Trend Analysis Dec 2024

Xiaohongshu's Algorithm Update: What DMOs Need to Know

How recent platform changes affect destination visibility and what strategies still work in 2025.

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Hot Take Nov 2024

The Problem with Cookie-Cutter Campaigns

Why templated social media strategies hurt more than help — and what to do instead.

Read More →
What content resonates with Chinese travelers?
How can we grow our brand on Xiaohongshu?
What else can we do to attract Chinese tourists?
we'd love to hear from you ~

Let's talk about your brand.

Email
[email protected]
Or