Shifting Trends in Outbound Travel: Xiaohongshu and Singapore Tourism Board Forge Strategic Partnership

Singapore, (ANTARA/PRNewswire) - Over the past year, outbound travel trends have shifted dramatically, moving from reliance on traditional travel guides to inspiration based on personal preferences. Travelers now seek emotional resonance, new experiences, and distinct urban atmospheres. Singapore is considered one of the destinations capable of meeting these expectations.

Xiaohongshu now boasts 520,000 travel content creators with over 1,000 followers each. These creators are shaping trends and creating new ways to plan trips, while also generating new business opportunities for the tourism industry.

Amid growing public interest in unique travel experiences and foreign cultures, Xiaohongshu Business has entered into a strategic partnership with the Singapore Tourism Board to capture emerging market opportunities from these changing trends.

Xiahongshu believes that Singapore possesses several unique attractions. Singapore is able to encourage tourists to return repeatedly thanks to its consistent hosting of world-class sporting events and large-scale entertainment shows. The city’s unique urban lifestyle also meets the expectations of Xiaohongshu users. In addition, local services in Singapore cater to travelers seeking more meaningful experiences, including physical and mental rejuvenation. These factors demonstrate the great potential of the premium wellness tourism sector and create a more complete high-value consumption chain. Singapore’s cultural diversity and tropical atmosphere are also in line with tourists’ interest in new experiences. These trends make Singapore an ideal destination for exploring travel experiences, like opening a “blind box” to the world. (Data source: Xiaohongshu, January–December 2025)

Each city has different attractions for specific groups of travelers with particular preferences. In this strategic partnership, Xiaohongshu leverages Singapore’s regional characteristics and more than 1,400 user behavior patterns on its platform to analyze four main segments of outbound tourists through a special Insight Framework. These four segments include travel content creators who want to reciprocate their parents’ kindness through travel, modern parents seeking quality and relaxation, urban young people prioritizing emotional experiences, and middle-class youth wanting to express themselves through lifestyle. Data shows a significant gap between high information searches and the availability of relevant content for all these groups. Young users rely heavily on instant information searches, but the available content is considered not accurate enough. Meanwhile, Xiaohongshu’s monthly active users among young parents traveling with children have exceeded 20 million. However, authentic content from a mother’s perspective is still limited. This shows that user demand and imagination are developing faster than the supply of available content. This situation also presents strategic opportunities for Xiaohongshu and Singapore.

A Three-Phase Strategy to Build Singapore’s Outbound Tourism Ecosystem in 2026

Strategy Head, Commercial Cross-border, Xiaohongshu, Lai Sisi, introduces a “three-phase” marketing solution.

The first phase involves leveraging its position as an industry pioneer by building a segmented content matrix based on user groups to create a positive impression before travelers make vacation decisions. The second phase focuses on building brand perception through Singapore’s unique and relevant destination branding, consistently shaping traveler expectations and consumption decisions. The third phase aims to drive mutually beneficial growth. Through business contributions, the seeding strategy will continue to be converted into actual consumption, creating a performance-based marketing system that is continuously optimized. Each conversion becomes the starting point for the next growth cycle. The accumulation of conversions and repeat purchases will transform accumulated content into long-term brand assets, while strengthening Singapore’s position as a preferred destination.

Through this closed three-phase mechanism, the cooperation between the two parties is no longer just focused on user traffic but encompasses the entire process, from travelers’ decision-making to consumption conversion. This approach represents a new improvement in outbound tourism marketing and presents a replicable model, from destination seeding strategies to sustainable business growth.