Outbound Chinese tourism looks very different today. Instead of relying on traditional travel agencies or generic search engines, the modern traveller is turning to social platforms to find inspiration and plan their trips. Among the myriad platforms, Xiaohongshu has become the go-to app for mainland Chinese consumers planning their next overseas journey.
To help regional and local businesses tap into this audience, AsiaPac Group (along with AdTech Innovation) co-hosted an exclusive, high-impact seminar on July 30, 2026, at Tini Coworking in Ho Chi Minh City, Vietnam. Titled “Unlocking Chinese Travel Demand: Mastering Xiaohongshu for Vietnam’s Tourism Boom,” the session featured industry leaders including Simon Xu (Head of Cross-border Channels, Commercial Division, Xiaohongshu), along with our very own Simon Tran (Business Development Manager) and Josefina Ho (Business Development Director). Together, they delivered practical strategies to help local brands capture high-intent Chinese travellers before they even pack their bags.
Decoding the 2026 Xiaohongshu Travel Boom in Vietnam
Opening the discussion, the speakers noted that Vietnam has steadily risen to become one of the fastest-growing destinations in Southeast Asia on Xiaohongshu, as evident by the explosive growth in search volume for Vietnamese travel content. In particular, Ho Chi Minh City has taken the lead as the top trending destination in the country.
To effectively convert this search intent into real-world foot traffic, brands must understand who these travellers are and what motivates them. The seminar identified four key traveller personas shaping the current tourism influx to Vietnam:
- Urban Vibes Seekers: Young, trend-conscious visitors looking for vibrant cityscapes, unique cafe culture, and modern lifestyle spots.
- Culture Immersionists: Travellers seeking deep historical connection to local heritage, traditional architecture, and authentic regional cuisine.
- Family Explorers: Multi-generational vacationers prioritising convenience, safety, comfortable lodging, and well-rounded itineraries.
- Nature Escape Seekers: Visitors looking to disconnect through scenic views, coastal getaways, and eco-tourism activities.
Top-searched spots across Ho Chi Minh City perfectly reflect these varied interests. They range from iconic landmarks like the Central Post Office, Café Apartment, Pink Church (Tan Dinh), and Ben Thanh Market, to historical excursions like the Cu Chi Tunnels, complemented by local coffee and phở experiences.
Bridging Intent to Action: Frameworks & AsiaPac’s Local Expertise
Reaching this affluent demographic requires moving away from generic digital advertising toward a structured, platform-native approach. During the session, the speakers detailed how Xiaohongshu’s strategic frameworks combined with AsiaPac’s local expertise guide consumers through every stage of their travel planning journey.
Xiaohongshu’s Inverted Funnel & AIPS Asset Model
Instead of casting a wide net, the AIPS Model (Awareness, Interest, True Interest, Purchase, Share) works alongside the Inverted Funnel Strategy. Combining KFS (KOL + Feeds + Search) and BFS methodologies allows brands to target high-intent users actively researching destinations, ensuring maximum conversion efficiency from discovery to booking.
Elevate Your Cross-Border Marketing Strategy with AsiaPac & Xiaohongshu
As outbound Chinese tourism continues to surge, capturing high-value travellers requires meeting them where their journeys begin. Here, the strategic partnership between AsiaPac and Xiaohongshu provides brands in Vietnam (and across the region) with an end-to-end framework to turn digital interest into real-world revenue.
If you’re ready to unlock another level of growth by exploring Chinese travel demand on Xiaohongshu, you can reach out to us at info@asiapac.com.hk or info@adtechinno.com to get started today.
About AsiaPac & AdTechinno
AsiaPac, with AdTechinno as its subsidiary, is an AI-driven, omnichannel digital marketing agency with extensive experience supporting more than 5,000 brands across the Asia Pacific. Its teams work across various sectors—including education, travel and hospitality, retail, finance, and public services—delivering performance-driven strategies rooted in local market insight.
With offices in Hong Kong, Chinese Mainland, Taiwan, Japan, Korea, Singapore, Malaysia, Thailand, Vietnam, and Indonesia, AsiaPac helps brands navigate Asia’s most complex digital ecosystems with confidence and precision.
Beyond strategic insight, we empower brands through our proprietary AI SaaS ecosystem. This includes KOOLER AI for data-led KOL discovery across 200,000+ creators, Kolsify for building culturally resonant digital avatars and social content, and OptAdEasy for AI-driven ad management and automated banner creation. Together with our programmatic DSP, APHub, we ensure that cross-border campaigns are both precise and scalable.
