Insights & Perspectives

Sharp takes on destination marketing, Chinese traveler behavior, and the strategies that actually work.

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The 2026 Xiaohongshu Playbook
Trend Analysis January 2026

The 2026 Xiaohongshu Playbook: What's Changed and What Still Works

Xiaohongshu's algorithm has evolved significantly over the past year. We break down the key changes affecting destination visibility, the content formats that are gaining traction, and why most DMOs are still getting it wrong. Plus, actionable strategies you can implement this quarter.

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Latest Articles

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Trend
Trend Analysis Feb 2026

The 2026 Xiaohongshu Surfing Guide

Special Forces Tourism, City Walks, and Low-Profile Luxury—10 essential terms to decode the Chinese traveler's 'vibe.'

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Case Study
Case Study Jan 2026

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
Trend Analysis Dec 2025

The Rise of "Slow Travel" Among Chinese Millennials

How Millennials' values are reshaping travel preferences—prioritizing authentic experiences over Instagram-worthy check-ins.

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Hot Take
Hot Take Dec 2025

The Problem with Cookie-Cutter Campaigns

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

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Case Study
Case Study Nov 2025

How a Canadian Ski Resort Tripled Its Chinese Bookings

Breaking down the strategy, content approach, and KOL partnerships that drove real results.

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Trend
Trend Analysis Nov 2025

Chinese Diaspora Travel: The Overlooked Opportunity

Why North American Chinese communities represent a massive, underserved market for destinations.

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Industry Reports

2026 Report

Chinese Outbound Tourism Outlook 2026

Comprehensive analysis of post-pandemic recovery trends, emerging destination preferences, and spending patterns among Chinese travelers. Includes regional breakdowns and actionable recommendations.

32 pages • PDF Get Report →
Whitepaper

Xiaohongshu for DMOs: The Complete Guide

Everything destination marketers need to know about leveraging Xiaohongshu effectively—from account setup to content strategy to KOL partnerships.

24 pages • PDF Get Report →
Data Report

Chinese Traveler Sentiment Index Q4 2025

Quarterly survey data on destination preferences, booking behaviors, and content consumption habits among Chinese travelers planning international trips.

18 pages • PDF Get Report →
Case Collection

10 Destination Marketing Wins in China

Curated collection of successful destination marketing campaigns targeting Chinese travelers, with detailed breakdowns of strategy, execution, and results.

40 pages • PDF Get Report →

New to China Marketing?

KOL, KOC, Seeding, Private Traffic... Chinese marketing has its own vocabulary. Our glossary explains the essential terms every Western marketer should know.

Explore the Glossary