Current travel climate
- Chinese outbound travel surges, Europe returns to the spotlight
As summer 2025 advances, outbound tourism from China is experiencing a strong revival. According to Ctrip, total visa application volumes have risen by over 10% year-on-year, with applications for European destinations soaring by more than 80%. Europe is once again becoming a popular choice for Chinese travellers seeking quality experiences abroad.
- Younger, digital-first tourists are reshaping travel demand
Today’s Chinese tourists are increasing in number and becoming more diverse. A younger, digitally savvy generation demands more personalised and immersive travel experiences. A recent Skift report projects that outbound trips from China will surpass 200 million annually by 2028. To remain competitive, global destinations must rethink their offerings to align with these evolving preferences.
- From products to purpose: the shift in travel priorities
The modern Chinese consumer is becoming increasingly value oriented. According to Dai Bin, president of the China Tourism Academy, travellers are now willing to spend more on experiences that emphasise quality of life and cultural richness. The trend favours “small but refined” and “authentic yet memorable” experiences, moving away from traditional sightseeing and toward more personal, meaningful interactions.
What European businesses need to do next
To effectively engage with this new wave of Chinese visitors, European businesses; from retailers and restaurants to museums and hotels must go beyond simple translations and actively plug into China’s digital ecosystem. This involves more than just accepting preferred payment methods like Alipay+ and WeChat Pay. It also means building visibility on Chinese social media platforms such as XiaoHongShu (RedreNote), and crafting experiences that align with the digital habits and cultural expectations of Chinese consumers.
Chinese tourists now anticipate seamless digital experiences, from the initial discovery to payment completion. They seek to feel acknowledged and understood, not just welcomed.
XiaoHongShu (RedNote): winning the “pre-trip inspiration” moment
When it comes to engaging Chinese travellers, XiaoHongShu has become a critical touchpoint; particularly among younger audiences. It’s now the go-to platform for discovering travel inspiration, researching destinations, and planning itineraries. With over 300 million monthly active users and over 13 million travel-related posts published monthly, XiaoHongShu’s user-generated content is more trusted and engaging than what’s found on conventional OTAs or travel forums. Notably, over 61% of search behaviour on the platform is linked to travel.
For destinations, XiaoHongShu is no longer just a platform for exposure; it is where travel decisions are shaped, making it essential to be searchable, savable, and shareable before the journey begins.
Practical strategies for increasing visibility and influence:
- Develop a content matrix based on genuine search intent
Create posts that reflect how travellers search, such as “Charming small towns in France”, “Hidden gems in Barcelona without the queues”, “Unique European brands you can buy”. Use engaging, keyword-rich titles that blend descriptors with attractions or activities.
- Partner with Key Opinion Leaders who provide practical value
Collaborate with influencers skilled in structured storytelling and providing practical tips. Posts centered on itinerary planning, activity ideas, or local secrets often generate strong word-of-mouth within the platform’s community.
- Create photogenic, interactive touchpoints for User Generated Content
Encourage organic sharing by designing visual and culturally resonant elements and visual anchors, such as welcome signs in Chinese, themed photo spots, and culturally inspired props like vintage postcards. These subtle visual cues naturally prompt visitors to capture and share their experiences without being explicitly asked.
- Prioritise cultural immersion over generic sightseeing
Lifestyle-driven storytelling resonates more with XiaoHongShu users than traditional tourist promotion. Shift the focus to genuine, everyday moments: “The hidden route inside a museum no one talks about”. Such narratives feel more personal and relatable; key to engagement on the platform.
- Optimise tagging and maintain consistent updates
Finish each post with relevant, high-interest hashtags to enhance discoverability. Staying consistent with updates and aligning with trending topics increases algorithmic visibility and builds long-term engagement with your target audience.
Ultimately, XiaoHongShu isn’t just a visibility channel; it’s a tool for building familiarity and emotional connections.
WeChat App: turning interest into action
After discovering a destination on XiaoHongShu, Chinese travellers often use WeChat to verify details and plan visits. They address practical questions: buying tickets, transportation, nearby food, and Chinese-friendliness.
WeChat’s trusted tools and daily utility help connect inspiration to action.
To succeed, a few assets should be focused on:
- WeChat official account: Your brand’s service hub
A WeChat official account is the main page to see who you are, what you offer, and how to connect. It makes first impressions. A well-maintained account shows professionalism, cultural awareness, and dedication to Chinese visitors.
You can use it to:
- Share your brand story, services, and key selling points in Chinese
- Publish practical content: opening hours, transport info, maps, ticketing guides
- Promote experiences, limited offers, or local partnerships
An official account helps travellers move from curiosity to confidence, offering the familiarity and reliability they expect from trusted domestic brands.
- WeChat Mini Program: Where interest becomes action
Mini programs are powerful sub-apps inside WeChat, and can serve users in many areas such as:
- Booking and reservations
- Calendar updates and digital maps
- Discounts and location-based offers
A WeChat Mini Program is essential because it transforms interest into action; enabling Chinese travellers to seamlessly book, plan, and engage with your services without leaving the platform they trust.
- WeChat groups: Community-based engagement
Establish WeChat groups curated by local guides, Chinese-speaking staff, students or volunteers. These groups can:
- Share event announcements and last-minute openings
- Offer insider tips and promote special campaigns
- Offer real-time help and build community
Alipay App: Turning digital discovery into offline footprint
For Chinese tourists already in the destination, Alipay acts as a bridge between online content and offline action. They use this platform not just to pay; but to explore what to do, where to eat, and where to shop nearby.
At the heart of this experience is the City Services Homepage; a digital hub tailored to the traveller’s real-time location. It showcases local attractions, shops, restaurants, and services, helping visitors discover their surroundings.
Within this ecosystem, businesses can have a dedicated Merchant Storefront page; functioning like a Google Maps business profile but designed specifically for Chinese users. On this page, merchants can:
- Highlight products or services in Chinese
- Share practical details (opening hours, directions, etc.)
- Offer coupons and promotions to attract foot traffic
WeChat Pay & Alipay+: the final step from interest to transaction
Chinese are fully accustomed to cashless experiences, the absence of familiar payment options can break the conversion at the last step. To ensure a seamless, barrier-free conversion, merchants should:
- Enable WeChat Pay and Alipay+ across all key payment points
From ticket counters and shops to cafés and souvenir stalls, support China’s mainstream mobile payment methods. Alipay+ also enables access to other major Asian wallets.
- Clearly display bilingual payment signage for visibility and trust
Attract customers by displaying “WeChat Pay / Alipay+ Accepted” signs at the entrance and payment counter.
- Use payment-linked incentives
Encourage usage through interactive offers such as instant discounts, vouchers, or red envelopes. Acquirers often sponsor these incentives as part of marketing support to help merchants drive spending.
- Train staff in essential QR payment procedures
Equip frontline staff with a clear understanding of the scan-and-pay process and basic troubleshooting skills. Confident, smooth handling at checkout enhances the overall customer experience and prevents unnecessary friction.
Summary
Attracting Chinese travellers today means understanding their entire decision-making journey. From inspiration on XiaoHongShu, to validation on WeChat, to real-time discovery and service access via Alipay; then closing the loop with familiar mobile payment methods, each touchpoint helps build trust, drive engagement, and enable conversion.
Together, these platforms form a digital ecosystem that guides travellers from pre-trip research to on-site experience, and even post-trip sharing and re-engagement.
At PayXpert, we help European merchants create meaningful, interactive, and conversion-ready digital experiences. Contact us at https://www.payxpert.com/contact/ to start building the connection.
*Payxpert Ltd. is payment institution regulated by the FCA and licensed in the United Kingdom. Payxpert Services Ltd. is a subsidiary of the Société Générale Group, and the sole owner of Payxpert Spain SL and Payxpert France SASU. Payxpert Spain SL is a payment institution regulated by Banco de España and licensed in Spain, with an EU passport to provide services in several countries of the European Union.
