In 2025, tourism boards drove engagement on Xiaohongshu/RedNote through celebrity partnerships and gaming collaborations, while airlines abandoned polished ads for meme-driven content – with authenticity and cultural relevance outperforming traditional marketing.
MORE ABOUT THESE RANKINGSDiscover the top Weibo accounts, content, and marketing strategies from international travel brands in 2025, including destination tourism boards, airlines, airports, cruise lines, hotels, and attractions.
MORE ABOUT THESE RANKINGSNot just a source of inspiration, WeChat content published by international travel brands in 2025 highlighted the popularity of offline events, including pop-ups, concerts, exhibitions, and festivals. Discover the top-ranking destinations, airlines, hotels, and more.
MORE ABOUT THESE RANKINGSWhich WeChat articles by overseas tourism destinations got the most views in 2025? Here are 10 of most-viewed tourism board posts, with topics including Chinese New Year celebrations and other festivals, new flights and travel policies, job opportunities, and more.
MORE ABOUT THESE RANKINGSIn Q3, travel brands on Xiaohongshu saw stronger overall performance compared to Q2, driven by celebrity collaborations, IP tie-ins, seasonal campaigns, and short-form storytelling that blended entertainment with travel inspiration.
MORE ABOUT THESE RANKINGSQ3 2025 underscores the potential for partnerships with Chinese celebrities and television shows to boost visibility and engagement for travel brands' Weibo content. National tourism board rankings saw big changes from previous quarters.
MORE ABOUT THESE RANKINGSFireworks and foliage captured Chinese travelers’ attention on WeChat in Q3 2025, while travel brands around the world got ready for the Golden Week travel rush. Our report reveals new developments and trends, as well as tried-and-tested content strategies.
MORE ABOUT THESE RANKINGSIn Q2 2025, successful travel brands leveraged pop culture collaborations and high-value giveaways to drive engagement, while those that shifted to generic content saw significant declines.
MORE ABOUT THESE RANKINGSCelebrity content, offline events, and fan giveaways led engagement, with standout campaigns from AirAsia and Holiday Inn. Cruise videos under-performed on Weibo, showing the need for platform-specific strategies.
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