WeChat and Xiaohongshu (RED) are two of the most influential social media platforms in mainland China. Together, they shape how hundreds of millions of Chinese consumers communicate, discover brands, search for travel inspiration, and make purchasing decisions. For tourism businesses hoping to attract Chinese visitors or build relationships with the Chinese travel trade, understanding the different roles these platforms play is essential.
If you’ve ever attended an international travel trade show like Rendezvous Canada, you’ve probably witnessed the “mysterious ritual.”
You’re in the middle of a marketplace appointment, and you notice Chinese buyers murmuring intensely into their phones, using voice-to-text, voice-to-voice translation, or clustering together to scan QR codes.
They aren’t rude because they are not looking at you all the time—they are doing business in the way that we are not used to.
You might be curious: what platforms are Chinese travellers actually using for communications and marketing, and where should your tourism brand invest its limited marketing budget?
Let’s break down China’s two giant platforms by the numbers and the strategy:
The Scale
WeChat: The undisputed “Super App.” It has 1.41 billion monthly active users. It handles messaging, mobile payments, website hosting (Mini-Programs), and daily life [1].
Xiaohongshu (also known as RED, or Rednote): The lifestyle search engine. It has 350 million monthly active users, heavily concentrated among younger, high-spending generations (over 70% female, predominantly Gen Z and Millennials). [2].
The Purpose & The Pitfalls of Wechat and Xiaohongshu
WeChat: Your Digital Business Card & B2B Anchor
Think of WeChat as WhatsApp, LinkedIn, and your website combined. In the Chinese travel trade, email is secondary. WeChat is primary. Buyers use it to exchange contacts via QR codes, maintain B2B relationships, and manage group communications.
For Brands: Wechat is a “closed” network. People only see your content if they subscribe to your Official Account. It is an essential CRM and B2B communication tool, but hard to grow organically from zero.
Xiaohongshu (Rednote or RED): Your B2C “Word-of-Mouth” Engine
Think of RED as Instagram meets Pinterest, with video streaming function, but with a highly powerful search intent. Over 130 million users actively search for outbound travel tips here [3]. Travelers use it to find itineraries, “hidden gem” photo spots, hotel reviews, and local restaurant recommendations.
For Brands: It’s an “open” network. Its algorithm pushes visually stunning, high-utility content (“planting seeds” or zhongcao) to users who don’t follow you yet.
The Catch: RED is highly protective of its ecosystem. It strictly restricts mentioning outside platforms (like trying to link to your WeChat) and has a sensitive filter for banned promotional words.
The Verdict: Which one should you set up?
If you are purely focused on B2B relationships (working with Receptive Tour Operators, travel agents, and buyers), WeChat is very important. You cannot effectively do business in this market without it.
If you have a limited budget and want to drive B2C consumer demand directly to your destination, hotel, or attraction, Xiaohongshu (RED) is the winner. Organic travel content can go viral there far easier than on WeChat.
What has been your experience navigating Wechat and Xiaohongshu? Have you ever given them a try?
If you are a destination or a local supplier feeling stuck on how to position your brand for the Chinese market, drop me a line. I’d be happy to walk you through a quick assessment of what really makes senses for you.
References:
[1] Singh, Shubham. (26 December, 2025). WeChat Statistics 2026 (Monthly Active Users & Revenue) Demand Sage.
[2] Little Rednote Wikipedia. https://en.wikipedia.org/wiki/Xiaohongshu Retrieved on 20 May, 2026
[3] TDM Editorial Team. (19 May, 2026). Xiaohongshu forum redefines outbound travel trends. Travel Daily Media.
About the Author
Leona Zheng is the founder of Meridian Span Strategic Advisors and a tourism consultant with 27+ years of experience in British Columbia’s tourism industry. She specializes in travel trade development, international market readiness, tourism products strategy, and Chinese digital marketing. She supports tourism operators and destination organizations in expanding global market reach, strengthening travel trade partnerships, and improving competitiveness through practical, hands-on consulting.