In Hong Kong, Seoul, or Paris, Xiaohongshu, the Chinese Instagram, is (sustainably?) transforming the travel industry (#195).

Executive summary :

The Chinese Tourism Letter #195 analyzes trends in Chinese tourism in 2024, focusing on the evolving profile of the Chinese tourist and the impact of digital platforms like Xiaohongshu, which is likely transforming the travel industry. Other highlighted trends include the rise of individual tourism and the rejuvenation of Chinese tourists, a preference for more authentic and sustainable vacations, an increased interest in rural and ecotourism, and the growing influence of social media and video games on travel choices. This letter also explores the implications of these changes for the tourism, e-commerce, and artificial intelligence industries, as well as for Franco-Chinese relations in the context of the 60th anniversary and the Franco-Chinese Year of Cultural Tourism.

Version fran?aise de cette newsletter : https://urlz.fr/sLgE

The Chinese Golden Week (October 1-7, 2024), celebrating the National Day, is, along with the Chinese New Year, a cornerstone of Chinese tourism. It also serves as a valuable opportunity to analyze Chinese tourism trends in 2024.

Among these trends is the rise of Xiaohongshu, often called “China’s Instagram,” which is transforming the travel industry (perhaps sustainably?) in China and internationally, particularly in cities like Hong Kong, Paris, and Seoul.

Other notable trends in Chinese tourism include the shift away from group travel (from 70-75% in 2013 to 30-35% in 2023), an increase in domestic and outbound travel volume but with lower spending, higher bookings for visa-free destinations, and a newfound interest in Africa. Additionally, there is a significant rise in cultural tourism and a growing demand for affordable vacations offering unique, immersive experiences, such as rural tourism and eco-friendly accommodations.

In e-commerce and AI, this period highlights a potentially declining appeal of the 11/11 e-commerce festival and questions regarding the type of development in China for the AI-integrated iPhone 16. Trip.com ’s new “Book Now, Pay Later” feature may signal a shift in enthusiasm for this e-commerce event.

Franco-Chinese relations in the context of the 60th anniversary of diplomatic ties and the Year of Franco-Chinese Cultural Tourism are marked by the official inauguration of Saga: City of Lights by Puy du Fou in Shanghai, as well as by the symposium organized by the Comité d’échanges Franco-Chinois (CEFC) on October 24, 2024, in Paris, titled “Sports Marketing: Strategy and Opportunities for Franco-Chinese Brands.”

1) In Hong Kong, Seoul, and Paris, Xiaohongshu, often called "China's Instagram," is transforming the travel industry.

Xiaohongshu is transforming the travel industry.

Xiaohongshu, also known as "Little Red Book," is a Chinese app similar to Instagram with elements of Pinterest. This social commerce and experience-sharing platform has a major impact on young Chinese consumers, particularly in the tourism sector. It plays an increasingly important role in how Chinese tourists plan and experience their travels abroad. Through sharing tips and recommendations, the app has turned lesser-known locations into popular destinations for Chinese travelers. Spots like the basketball courts in Kennedy Town, Hong Kong, and a photogenic wall in Seoul have become pilgrimage sites for Xiaohongshu users, who seek photo opportunities and unique experiences. Xiaohongshu significantly impacts the tourism industry by allowing businesses to directly target Chinese tourists and promote their services to a wider audience.

Focusing on one of the visa-free destinations for Chinese tourists, South Korea (where Koreans require a visa to enter China), Xiaohongshu has a significant impact on Chinese tourism in South Korea.

Users turn to the app for information on destinations, trends, and experiences, particularly around beauty, fashion, K-pop culture, and cuisine. Chinese influencers on Xiaohongshu shape travelers' choices by sharing their own experiences and recommendations, while the platform also facilitates tourist shopping, allowing users to discover the latest trends and Korean brands. Additionally, Xiaohongshu enables travelers to adjust their plans based on the reviews and feedback of other users.

Xiaohongshu has transformed the landscape of Chinese tourism in Korea by offering a platform where travelers can find inspiration, information, and plan their trips based on trends and community recommendations. Travel experiences in Korea are particularly influenced by the pursuit of beauty products, K-pop culture, and immersive local experiences, reinforcing Korea’s appeal as a top destination for younger Chinese generations.

The photogenic wall mentioned earlier, located in the Dongdaemun Design Plaza (DDP) neighborhood, is one of Seoul’s most Instagrammable spots and a must-visit for Chinese tourists, thanks to its popularity on Xiaohongshu. This futuristic architectural space, designed by architect Zaha Hadid, is distinguished by its organic curves and innovative design, making it ideal for eye-catching photography. The DDP offers unique architecture, nighttime illuminations, and temporary exhibitions, providing appealing photo opportunities.

Through Xiaohongshu, some Chinese women are also drawing inspiration from South Korean feminism and culture via popular exports like K-pop and TV dramas. They are interested in the lifestyle of “K-girls,” who are perceived as independent and engaged in gender equality. In South Korea, feminism has gained visibility with the #MeToo movement, though it encounters resistance due to demographic and cultural factors, such as the declining birth rate and women’s exemption from military service.

Conservative political figures, such as President Yoon Suk Yeol, have amplified these tensions, prompting many South Korean women to avoid openly identifying as feminists. Nevertheless, ideas like bihon (refusal of marriage) and the 6B4T movement (boycotting relationships with men) resonate with some Chinese women, who seek to challenge social norms. Works like Kim Jiyoung, Born 1982, which addresses everyday sexism, strongly resonate with Chinese readers, reflecting their similar experiences.

The interest of Chinese women in Korean feminism and culture prompted me to delve a little deeper into feminism in Korea. I first came across this street interview by Louise Aubery in South Korea, which provides some initial insights: Are Koreans feminists? (13,000 views on Instagram for Business ).

Since this Instagram video discusses radical feminism in South Korea, I wanted to learn more about what is called #radicalfeminism in South Korea. It is a powerful and controversial branch of the feminist movement that draws attention due to its strong stance against patriarchal structures. This movement rejects Korean society as fundamentally patriarchal and calls for radical changes in gender relations. Unlike moderate feminism, which advocates for progressive reforms, Korean radical feminism questions foundational aspects of society and advocates for disruptive measures, such as rejecting marriage and motherhood.

The 4B (Four No) movement is a significant example, where followers commit to saying no to marriage, heterosexual relationships, motherhood, and any form of expectations towards men. This movement promotes female independence and critiques the traditional role of women in Korean society. Another notable initiative is "Escape the Corset," where women reject dominant beauty standards by avoiding cosmetics and intense beauty routines widely promoted in Korean culture.

Online platforms, particularly Megalia and Womad, have been essential for organizing these movements, although their methods have sparked controversy. Sometimes, these platforms use provocative or satirical methods to highlight gender inequalities, which has led to criticism and even accusations of misandry. These groups also denounce the proliferation of molka (hidden cameras in public places) and sexual violence, which authorities often tolerate.

2) Chinese Tourism Trends in 2024

1) Profile of Chinese Tourists 2017-2023:

Collapse of group travel before COVID-19 (50% in 2013 and 30% in 2017) but a recovery in 2023 (52%) and a decrease in the average age of tourists (38 years in 2017, 32/34 years in 2023), correlated with the rise of FIT (Free Independent Travelers).

- In 2013, about 98 million Chinese traveled abroad. A significant portion of these trips was organized by travel agencies in the form of group tours. In 2013, the average age of Chinese tourists was 38 years, and approximately 50% of Chinese tourists still traveled in groups.

In 2017, around 30% of Chinese tourists traveled in groups. This shift was mainly driven by the improvement of digital services, increased access to travel information via online platforms (such as Ctrip, Fliggy, or WeChat), and the rise in purchasing power among Chinese consumers, particularly the younger generations. Tourists sought more flexibility and autonomy in their travels, gradually reducing the dominance of group travel. In 2017, the average age of Chinese tourists was 35 years.

In 2023, approximately 52% of Chinese tourists traveling abroad opted for organized group tours, marking a return to pre-pandemic trends. This renewed interest in group travel, which contrasts with the previous downward trend, is largely influenced by the lifting of travel restrictions and the reintegration of travel agencies in organizing these trips. This preference spans all generations, with popular destinations like Japan, South Korea, and Hong Kong, where Chinese tourists seek immersive and cultural experiences, often facilitated by group travel.

2) Surge in Travel Volume

- During Golden Week 2024, both domestic and international travel surged, marking a significant recovery post-pandemic. Chinese travelers increasingly sought VIP services and high-end experiences, with a strong interest in destinations like Southeast Asia, Europe, and the Middle East, driven by a desire for exclusive and luxurious experiences.

3) Decline in Average Spending per Traveler

- Although travel volume has increased, average spending per traveler decreased in 2024. Influenced by the pandemic, younger generations' changing preferences, and competitive domestic travel options, Chinese tourists now prioritize authentic, sustainable experiences over luxury shopping.

4) Spike in Bookings for Visa-Free Destinations

- Visa-free destinations like Thailand, Japan, and South Korea experienced a significant increase in bookings. Thailand’s visa exemption for Chinese tourists and Japan's lifted restrictions led to more Chinese visitors. South Korea, despite its K-ETA system, remains popular due to its visa-free short-term entry, appealing to travelers seeking easy access and minimal visa restrictions.

5) Growing Interest in Africa

- Africa emerged as a popular destination for Chinese tourists during the 2024 National Day holidays, as reported by Qunar, a major online travel platform. With increased flights and strengthened economic and tourism ties , countries like Zambia, Benin, C?te d'Ivoire, and Gabon are becoming top choices. African nations have invested in modernizing tourism infrastructure and simplifying visa procedures, aligning with Chinese travelers’ preferences.

6) Rising Popularity of Cultural Tourism

- Chinese tourists are showing a strong preference for cultural experiences in 2024, with young travelers increasingly drawn to destinations such as Paris, Rome, Florence, and the Loire Valley for their museums, historical monuments, and art festivals. Platforms like Xiaohongshu and WeChat fuel this trend by promoting cultural sites and sharing travel experiences. Government and tourism partnerships between China and European countries are creating tailored cultural experiences that meet these tourists’ expectations.

7) Affordable Vacations with Unique and Immersive Experiences

- Chinese tourists are increasingly interested in affordable vacations that offer unique and immersive experiences such as rural tourism and eco-friendly accommodations. Rural tourism, where travelers explore picturesque villages and traditional lifestyles, provides an affordable, authentic alternative to urban trips. Destinations like Provence in France and rural Switzerland are highly popular.

- With a rising environmental consciousness, many tourists now choose eco-lodges or sustainable hotels. These accommodations offer nature-based activities, such as hiking and organic farm visits, reducing environmental impact—a choice promoted on platforms like Xiaohongshu.

- Chinese tourists are also interested in immersive experiences such as local cuisine, crafts, and wellness retreats in natural settings, prioritizing authenticity and personal enrichment over traditional luxury tours.

These shifts in Chinese tourism preferences suggest a possible disruption in traditional luxury tourism, prompting European destinations to adapt by developing more sustainable, experiential travel options aligned with the expectations of the new generation of Chinese travelers.

8) Travel Habits Redefined by Video Games

The release of the video game Black Myth: Wukong in August 2024 spurred an influx of tourists to the rural Shanxi province in northern China, as players sought to experience the real-life locations that inspired the game.

This phenomenon mirrors findings from a Skyscanner study reported by Julia Luczak-Rougeaux in her article on Tom Travel, titled Video Games Redefine Travel Habits . The study highlights that with the rise of video games and the growth of gaming conventions, a new type of tourism is emerging. By 2025, travelers will journey not only to explore destinations but also to live out their passion for gaming in real life. E-sports conventions, hotels equipped with gaming consoles, and trips inspired by gaming worlds are now part of the tourism landscape.

This trend reflects a broader redefinition of travel, where gaming enthusiasts integrate their favorite virtual experiences into their real-world adventures, further enriching the travel industry with immersive, thematic tourism options.

4) E-commerce and AI Developments

Double 11 E-commerce Festival (11/11/2024)

The 11/11 shopping festival, known as Double 11, launched earlier this year, with platforms like Taobao, Tmall, JD, and Douyin starting promotions in early October—10 days ahead of previous years. These platforms offered massive discounts, such as JD's 20% off on home appliances, and Trip.com introduced a "Book Now, Pay Later" feature, allowing travelers to reserve trips without immediate payment. Notably, this year’s festival also saw collaboration between JD Logistics, Taobao, and Tmall to cover the entire supply chain, along with Weixin Pay integration to streamline purchases. JD and TTG have implemented AI tools to enhance merchant efficiency, reflecting a push towards AI-driven commerce.

However, consumer interest in Double 11 appears to be waning, as searches on Baidu have dropped by 60% compared to 2022, continuing a decline since the festival's peak in 2017. Some consumers now describe the event as “boring,” as the proliferation of sales events throughout the year has diluted its allure.

Embedded AI in iPhone 16 and Apple's Strategy in China

Apple CEO Tim Cook recently visited China to meet with the Minister of Industry and Information Technology, signaling Apple's desire to strengthen its presence in the Chinese market despite facing significant regulatory challenges. The delayed introduction of Chinese language support for the iPhone 16’s embedded AI system has raised questions about Apple’s approach in China. However, the minister encouraged foreign enterprises to invest in innovation, potentially opening promising avenues for Apple in China’s rapidly evolving AI landscape.

For additional insights, see Chinese Tourism Letter #190 for coverage on the Shanghai Declaration on Global AI Governance and Frederic Josue ’s interview discussing AI developments in China.

5) Developments in China-France Relations (60th Anniversary of Diplomatic Relations and the Franco-Chinese Year of Cultural Tourism)

Official Opening of "Saga: La Ville Lumière" by Puy du Fou in Shanghai, September 26, 2024

The immersive theatrical experience Saga: La Ville Lumière was inaugurated in Shanghai, setting a new standard in China’s entertainment industry. Set in 1930s Shanghai, it combines live performances with modern multimedia techniques. Nicolas de Villiers, President of Puy du Fou, and Anne CY Z., Co-President of Puy du Fou Asia, led the ribbon-cutting alongside Wang Yile, President of Xuhui Chengxin Group. Distinguished guests included Bertrand Lortholary, French Ambassador to China, and Joan Valadou, Consul General of France in China, among other prominent figures from French institutions in China.

With over 100 actors and 12,000 square meters of cinematic sets, SAGA: La Ville Lumière has been recognized by Guinness World Records as the world’s largest immersive theater. Puy du Fou has committed to periodically updating the storyline to maintain audience engagement, representing a significant cultural partnership between France and China in this symbolic year of Franco-Chinese cultural tourism.

Sports Marketing Symposium: Strategy and Opportunities for Franco-Chinese Brands

On October 24, 2024, the Comité d’échanges Franco-Chinois (CEFC) hosted a symposium in Paris focused on sports marketing, particularly in badminton, one of China’s most popular sports with 390 million players globally. The sport represents a major opportunity for Franco-Chinese brand partnerships, given that China’s sports market, bolstered by badminton, ping-pong, basketball, and soccer, could reach 500 billion yuan by 2025. David Taieb highlighted that 40% of Chinese people are interested in badminton. In France, badminton has 210,000 registered players and 1 million enthusiasts. French badminton rising star Alex Lanier, ranked No.1 in France and No.15 worldwide at age 19, shared insights from his career, alongside Yohan Penel , President of the French Badminton Federation, who called badminton a "bridge between China and France."

Approximately 70-80% of Xiaohongshu’s users are under 34, embodying the evolving profile of Chinese tourists who have shifted from group travel to Free Independent Travel (FIT), which now represents only 35% of trips in 2023 compared to 65% a decade ago. These younger travelers prioritize immersive, experiential vacations and are increasingly interested in rural regions, ecotourism, and local experiences. With rising environmental awareness, they often choose eco-friendly accommodations like lodges or sustainable hotels, fostering a shift toward sustainable tourism.

As with the popular photo spots like the basketball courts in Kennedy Town, Hong Kong, and a photogenic wall in Seoul, Xiaohongshu’s extensive presence on Chinese tourists’ smartphones supports sustainable tourism’s appeal among Gen Z through photo-driven campaigns.

In 2019, Chinese tourists held the top spot worldwide in both volume (155 million) and spending ($255 billion), influencing global tourism. Today, they are regaining this position with a new profile: 60% are FIT, younger, digitally savvy (thanks to platforms like Xiaohongshu), and focused on authentic, immersive experiences with a growing interest in rural and sustainable tourism.

Considering South Korea recently hosted a sustainable tourism symposium in Seoul, it might indeed be logical for A World for Travel , founded by Christian Delom and Frederic Vanhoutte , to host its next edition in Asia or China, where these trends are shaping the future of tourism.