Singapore is booming as a tourist destination, and who’s flocking to this island city-state by the thousands? Chinese tourists, with their passports, smartphones, and an insatiable curiosity to explore all that Singapore has to offer. But what’s guiding their travel decisions?

Enter Xiaohongshu, the Chinese social media platform that’s a mix between Instagram, Pinterest, and a high-powered search engine. For Singaporean brands, this platform is a goldmine—if you know how to use it.

Why Xiaohongshu is the Travel Guru Chinese Tourists Trust

To the uninitiated, Xiaohongshu may just seem like another social media platform, but in China, it’s a travel oracle. With over 300 million users, many of whom are millennials and Gen Z, Xiaohongshu is where Chinese tourists turn to for authentic travel tips, real-life experiences, and what’s trending. Forget polished brochures and stiff hotel websites; on Xiaohongshu, it’s all about raw, personal, user-generated content (UGC).

According to data from China’s Ministry of Culture and Tourism, more than 1.5 million Chinese tourists visited Singapore in 2023, and that number is only set to rise thanks to the visa-free policy. These travelers aren’t just wandering aimlessly—they’re relying on Xiaohongshu posts to guide them to the hottest restaurants, hidden gems, and picture-perfect spots. If Singaporean brands want a slice of this action, they need to master Xiaohongshu.

The Power of UGC: Let Your Customers Do the Talking

Here’s the thing: Chinese tourists don’t trust traditional advertising. They trust other people. They want to see photos taken from the same angle they’ll take theirs, with real advice on where to go, what to eat, and which shops are worth their yuan. This is why Xiaohongshu is built on UGC.

For Singaporean brands, this means the best marketing isn’t something you create—it’s something your customers create for you. Whether it’s a glowing review of a unique Singaporean dish or an influencer snapping a shot at the trendiest café, the posts on Xiaohongshu are where your brand’s reputation can be made or broken.

How to Get Started on Xiaohongshu

First things first: your brand needs a presence on Xiaohongshu. But this isn’t just about signing up and posting generic content. It’s about curating an authentic brand image that resonates with Chinese travelers.

Tip #1 – Influencers Are Your Best Friends

Influencer marketing on Xiaohongshu is non-negotiable. Chinese tourists are heavily influenced by Key Opinion Leaders (KOLs), who are often seen as more trustworthy than celebrities. But here’s the catch: you need to pick influencers who match your brand’s vibe and who actually align with the interests of Chinese tourists visiting Singapore.

For instance, if you’re a luxury hotel, look for travel influencers who emphasize high-end experiences. If you’re a quirky café, find influencers who love to capture trendy spots. When these influencers post about your brand, their followers take note—and before you know it, you’re on their Singapore travel itinerary.

Tip #2 – Encourage UGC with Hashtag Campaigns

Want to see your brand popping up organically on Xiaohongshu? Create a hashtag campaign that encourages tourists to share their experiences. A great example: a hashtag like #SingaporeUncovered could inspire tourists to post their favorite hidden spots or experiences with your brand. Not only does this boost your brand’s visibility, but it also gives you a steady stream of UGC to leverage.

Tip #3 – Location, Location, Location

Xiaohongshu users love geotagging. Make sure your brand is listed on popular Singaporean landmarks and attractions. Tourists love sharing where they are, and with the right geotagging, your brand can be a part of their travel story.

For example, if you run a hotel near Marina Bay Sands or a café in Chinatown, be sure to encourage guests to tag your location. The more your brand shows up on Xiaohongshu posts about these hot spots, the more likely it is that future tourists will take note.

What’s Trending Now? Capitalize on Current Travel Trends

Xiaohongshu isn’t just for luxury travel or high-end brands. It’s where budget travelers, family tourists, and solo adventurers are all hunting for tips and tricks. In fact, Singaporean brands can tap into the growing interest in eco-friendly travel, off-the-beaten-path adventures, and food tourism. According to a survey by Trip.com, Chinese travelers are showing a strong preference for unique cultural experiences, nature tourism, and sustainable travel options.

Whether it’s highlighting eco-friendly practices, offering immersive cultural experiences, or simply providing travelers with the best food spots in town, aligning your brand with these trends can make all the difference. Keep an eye on what’s trending on Xiaohongshu, and adapt your content to reflect those interests.

Wrapping Up: Getting Your Brand on Xiaohongshu is Non-Negotiable

If you’re serious about attracting Chinese tourists, Xiaohongshu is where the magic happens. Singaporean brands that jump on board with influencer collaborations, UGC campaigns, and trendspotting will be the ones that stand out. So, if you haven’t already, it’s time to dive into Xiaohongshu and start engaging with Chinese tourists before they even set foot in Singapore. To take your Xiaohongshu marketing to the next level, check out the expert services offered by Digital Crew. As a dedicated Xiaohongshu agency, we specialize in helping brands connect with Chinese consumers on this powerful platform. Whether it’s influencer partnerships, content creation, or optimizing your brand’s presence, we’ve got you covered. Learn more here and start winning over Chinese tourists today!