The Xiaohongshu Business x Singapore Outbound Tourism Forum, recently held in Singapore, brought together industry experts and representatives from the Singapore Tourism Board to discuss emerging travel trends. The forum highlighted a shift in travel motivations, with modern travellers increasingly pursuing personal interests rather than specific destinations.
Xiaohongshu's data from 2025 revealed that 130 million monthly active users engaged in outbound travel searches, with over 90% conducting active travel-related enquiries. Tim Zhang, General Manager of Xiaohongshu Commercial Crossborder Internet Industry Group, noted the rise of "blind box-style" travel, driven by spiritual resonance, curiosity, and local lifestyle aesthetics. This trend offers Singapore a strategic opportunity to tap into the travel demands of Chinese consumers.
Dodo Kwong, Regional Head of Xiaohongshu Commercial Crossborder Asia and Middle East, identified Singapore's appeal as a destination with top-tier sports events and live performances. The city-state's urban lifestyle and premium services cater to travellers seeking in-depth experiences, whilst its unique lifestyle aesthetics influence pre-trip decisions.
The forum also examined four fast-growing consumer groups in outbound tourism, including urban young generations and middle-class groups with taste-driven consumption habits. Kwong emphasised the need for enriched tourism content to meet evolving consumer demands.
Lai Sisi, Strategy Head of Xiaohongshu Commercial Crossborder, outlined a three-step marketing strategy for Singapore's outbound travel in 2026. This includes building a segmented content matrix, shaping brand perception through exclusive Singapore IPs, and fostering sustainable growth in the tourism industry.
The forum marked a significant milestone in the partnership between Xiaohongshu Business and the Singapore Tourism Board, setting the stage for future collaboration in the cultural and tourism sectors
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