Xiaohongshu Business outlines three major outbound travel trends at the Singapore Outbound Tourism Forum

The 2026 Xiaohongshu Business x Singapore Outbound Tourism Forum was convened in Singapore, bringing together representatives of the Singapore Tourism Board, senior executives from the global cultural tourism sector, and Xiaohongshu’s marketing leadership to examine sustainable growth opportunities within China’s outbound travel market.

The forum addressed the structural transformation of consumer demand and travel behaviour, positioning data-driven collaboration as a pathway for industry growth across the Asia Pacific region.

From landmark tourism to interest-driven travel: A structural shift in consumer behaviour

In the post-pandemic period, Chinese outbound travel has undergone a fundamental shift in consumer behaviour, with traveller preferences evolving beyond traditional destination-based planning.

Platform data indicates that more than 130 million users engage monthly to discuss and plan international travel, with over 90% conducting targeted searches for specific information, including accommodation options, family travel guidance, and itinerary planning upon arrival (data source: Xiaohongshu, January–December 2025).

Interest has also emerged as the primary determinant of travel decisions, reflecting a broader transition in user behaviour from destination-centric planning to interest-led exploration.

Tim Zhang, general manager of Xiaohongshu’s commercial cross-border and internet industry group, characterised the approach of younger travellers as an experiential discovery – approaching each destination as a unique experience to be explored rather than a predetermined itinerary.

A growing proportion of travellers return to the same destination repeatedly, motivated by emotional attachments and personal connections. Concurrently, another segment seeks immersive experiences beyond conventional sightseeing, favouring extended stays that facilitate deeper engagement with local communities.

Singapore: A converging destination for diverse travel motivations

Singapore has emerged as a destination that satisfies all three of these distinct traveller motivations.

Dodo Kwong, regional head of Xiaohongshu’s commercial cross-border, Asia and the Middle East, presented data indicating that one in three Chinese visitors to Singapore first discovered the destination through content on Xiaohongshu. The decision-making cycle from the initial discovery to a confirmed booking continues to accelerate (data source: Xiaohongshu, January–December 2025).

Analysis indicates that consumer decision timelines have shortened significantly, with users transitioning from content consumption to trip confirmation at an accelerating rate.

Platform search behaviour for Singapore has shifted substantially from conventional travel guide content towards demand for authentic and locally rooted experiences.

This evolution presents a substantive opportunity for the development of new travel product categories, including curated local experiences, extended residential-format stays, and wellness-oriented slow travel, all of which offer potential for co-development with industry partners.

The “Colour walk” trend, which encourages urban exploration through colour-themed itineraries, has gained significant traction on the platform. Singapore’s multicultural neighbourhoods and tropical environment provide a particularly suitable setting for this form of engagement.

Complemented by a robust calendar of international events and cultural performances, Singapore is transitioning from a single-visit destination to a market that consistently attracts repeat visitors from China.

At the forum, Sisi Lai, strategy head of Xiaohongshu’s commercial cross-border, introduced the “2026 Singapore outbound travel marketing three-step strategy”, which establishes a structured marketing framework for Singapore and the wider Asia Pacific market.

Step one: Pre-decision engagement – establish brand presence among high-intent traveller segments through targeted and multi-channel communications prior to the final travel decision-making.

Step two: Destination positioning – develop signature campaigns to clearly associate Singapore as a defined lifestyle proposition that delivers experiential outcomes.

Step three: Performance-driven growth – implement measurement and optimisation frameworks for content-led demand generation. Continuous data feedback enables the progressive refinement of a campaign’s performance.

The forum reinforced the strategic partnership between Xiaohongshu Business and the Singapore Tourism Board and established a framework for sustained growth across the Asia Pacific outbound travel sector. As traveller expectations continue to exceed current market supply, future growth will depend upon rigorous demand analysis and the strategic development of emerging travel categories.

This article is done in collaboration with Xiaohongshu.