Travel is one of the biggest categories on Xiaohongshu (小红书) – and a huge opportunity for travel creators from Europe. Because many Chinese travelers research their Europe trip not on Google, but on Xiaohongshu.
Why the platform is so strong for travel
Xiaohongshu works like a mix of Instagram and a search engine. Users actively search for “Germany trip,” “Switzerland road trip” or “Europe 10 days” – and save the best posts as a travel plan. Your content doesn’t just get scrolled past, it gets found again and used. That makes good travel posts extremely long-lived.
What works for travel content
- Routes & itineraries: “3 days in …,” “road trip through …” – concrete and repeatable.
- Insider tips: less Eiffel Tower, more the café only locals know.
- Practical info from a Western perspective: train instead of car, tipping, Sunday opening hours – things that surprise many.
- Seasonal: the Alps in winter, Tuscany in summer, Christmas markets in December.
The perspective advantage
As a European creator you have something purely Chinese travel accounts don’t: the view from the inside. You know how people really travel, where it’s beautiful and not overrun. That’s exactly the authenticity the audience is after.
City or country – or both?
Many successful travel creators combine a fixed home base (see European cities on Xiaohongshu) with tours into the surroundings. That way you build niche authority and still have enough variety.
Don’t forget the foundation
Reach is only half the battle. For travel content to become a channel that’s yours and that earns, you need a verified account and a clean payout to Germany. Whether the effort is worth it for you is covered here: Is Xiaohongshu worth it?
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