# Xiaohongshu Business x Singapore Outbound Tourism Forum Redefines the Evolution of Outbound Travel: Interest Shapes Travel Itineraries

- Link: https://www.thailand-business-news.com/pr-news/xiaohongshu-business-x-singapore-outbound-tourism-forum-redefines-the-evolution-of-outbound-travel-interest-shapes-travel-itineraries
- Published: 2026-05-15T09:00:00+07:00
- Author: PR Newswire

SINGAPORE, May 15, 2026 /PRNewswire/ — Recently, 2026 Xiaohongshu Business x Singapore
Outbound Tourism Forum was convened in Singapore. Hosted by Xiaohongshu Business,
the event gathered representatives from Singapore Tourism Board, global cultural
and tourism industry practitioners and experts. Participants engaged in in-depth
discussions on emerging travel trends driven by personal interest and exploring 
new growth pathways for the outbound tourism markets.

**A New Shift in Travel Mindset: Interest Shapes Itineraries in Outbound Travel**

The logic of travel is undergoing a profound transformation: modern travelers no
longer set off for a destination, but to pursue their interests. According to Xiaohongshu’s
data from January to December 2025, the platform’s monthly active outbound travel
users reached 130 million, with over 90% conducting active travel-related searches.

Tim ZHANG, General Manager of Xiaohongshu Commercial Cross-border & Internet Industry
Group, pointed out that the rising "blind box-style travel" trend is driven by three
core motivations: spiritual resonance, curiosity for novelty, and the pursuit of
local lifestyle aesthetics. These key drivers offer clear guidance for Singapore
to precisely capture the travel demands of Chinese consumers and unlock market potential.

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**Trends Rooted in Daily Life: Rebuilding Human-Centered Outbound Travel**

KWONG Dodo, Regional Head of Xiaohongshu Commercial Cross-border Asia & Middle East,
shared key evolutions for Singapore’s outbound travel. As one of the destinations
in APAC region with regular top-tier sports events and flagship live performances,
Singapore boasts strong re-visit appeal. Its laid-back urban lifestyle and premium
service experience cater to travelers’ demand for in-depth immersion, meanwhile 
unlocking huge potential in high-end wellness tourism. Furthermore, Singapore’s 
distinctive lifestyle aesthetics have become a critical new factor influencing travelers’
pre-trip decisions, cementing its position as a core hub for global exploratory 
travel.

Based on Xiaohongshu’s customized Insight Framework, KWONG Dodo analyzed four fast-
growing consumer groups in the outbound tourism sector. Urban young generations 
traveling with parents have showcased remarkable growth; users aged 19 to 25 heavily
rely on real-time travel search, while tailored content remains insufficient. Additionally,
middle-class groups featuring taste-driven nighttime consumption are expanding rapidly,
yet current tourism content fails to meet their personalized needs. The new generation
of parents, who respect children’s growth patterns, registers over 20 million monthly
active users, with authentic travel sharing from maternal perspectives still in 
short supply. (Data Source: Xiaohongshu Insight Search Index × Category Heat Base
Table | Analysis Period: Full Year 2025)

The four demographic observations lead to one consistent conclusion: existing tourism
content can no longer keep pace with evolving consumer demands. Closing the supply-
demand gap and enriching high-quality travel offerings will be the core priority
for Singapore’s cultural and tourism industry going forward.

**Three-Step Marketing Strategy: Seizing Opportunities to Achieve Win-Win Cooperation**

Leveraging in-depth crowd insights, LAI Sisi, Strategy Head of Xiaohongshu Commercial
Cross-border, unveiled a three-step marketing strategy for Singapore’s outbound 
travel in 2026: First, seizing first-mover advantage by building a segmented content
matrix through refined crowd-targeted distribution. Secondly, shaping brand perception
by creating exclusive Singapore IPs to effectively lead the target audience’s travel
expectations and consumption behaviors. Lastly, fostering win-win growth, converting"
seeding" into tangible commercial returns and building a sustainable growth cycle
for the tourism industry.

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The successful convening of this summit marks as a milestone in the partnership 
between Xiaohongshu Business and Singapore Tourism Board, while charting a clear
path for content ecosystem and commercial conversion in the outbound travel industry.
Moving forward, the improvement of "seeding" strategies requires joint efforts from
all industry players. This in-depth collaboration will serve as a brand-new starting
point for co-creation across the cultural and tourism sector.

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  |  This article was produced by Cision PR Newswire, our trusted news partner. The views expressed and the content presented here are solely those of the author and may not fully reflect the opinions of Thailand Business News. |

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