Social Media Influences Travel Choices to Off-the-Beaten-Path Locations
In a trend fueled by the popular Chinese social media platform Xiaohongshu (Little Red Book), more Chinese tourists are discovering hidden gems in Singapore, such as the Fort Canning tree tunnel, which has gained attention through user-generated content. The app, which boasts over 300 million monthly active users, has become a powerful tool for turning lesser-known spots into must-visit destinations for travelers seeking picturesque locations.
On October 17, 2024, over 20 Chinese tourists, including content creator Liu Mei Feng, were spotted at the tree tunnel, following Xiaohongshu’s recommendations for photo-worthy sites. Liu, who was visiting Singapore for the first time, shared her excitement about discovering such a scenic spot, which she had found on the app. According to Liu, Xiaohongshu is her go-to resource for finding visually striking travel destinations. She and her travel companion, Miss Shi Jin Shan, spent time capturing photos at the recommended vantage point at the Fort Canning tree tunnel.
Xiaohongshu’s influence on Chinese travelers is significant, with users planning their trips around photogenic sites that can then be shared on social media, encouraging others to do the same. The app’s algorithm drives this cycle, pushing posts to users with similar interests, making locations like the Fort Canning tree tunnel and the “rainbow police station” in Clarke Quay popular among visitors.
While many Chinese tourists follow these itineraries to the letter, some, like Miss Vissy Chow, a student from Beijing, were not as impressed by the sites. Despite following Xiaohongshu’s recommendation, Chow felt the tree tunnel was not as striking as expected. Nevertheless, she decided to take a few photos before moving on to the next stop, the Merlion Park.
This trend of using Xiaohongshu to uncover off-the-beaten-path locations is reshaping the travel experience for many Chinese tourists, who are increasingly venturing beyond Singapore’s well-known landmarks like Sentosa and Gardens by the Bay in favor of more unique spots.
