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.
In 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.
In 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.
In Q1 2025, celebrity-driven content emerged as the top-performing strategy for international travel brands on Xiaohongshu (aka RedNote). Creative videos, lucky draws, fan giveaways, and pop culture tie-ins also proved highly effective.
Discover how posting frequency, follower growth, and content strategies have shaped performance in our first annual Xiaohongshu/RedNote Rankings Report for international travel brands, highlighting top-performing accounts and popular content.
Celebrity-related content and holiday campaigns drove strong engagement in Q3 2024, with NTOs leading the way. While airlines and attractions saw modest increases, DMOs and hotels experienced notable declines, reflecting shifting consumer interests.
In Q2 2024, DMOs, airlines, and hotels saw growth, while other sectors, including NTOs, cruise lines, and attractions, faced declines. Creative strategies like events and giveaways proved effective in capturing audience attention.
Which posts and content themes from international tourism brands generated the most engagement on Xiaohongshu in Q1 2024? Is video content really more effective than photos-and-text posts? How did engagement rates change since Q4 2023?
How has Xiaohongshu marketing performance fared for international tourism brands during the fourth quarter of 2023? Our first Xiaohongshu Rankings Report highlights the top accounts, articles, and content trends.