Xiaohongshu, Singapore Tourism Board Ink MOU to Boost Interest-Driven Outbound Travel
KUALA LUMPUR – Outbound travel trends are shifting from guide-driven itineraries to interest-oriented experiences, as travelers increasingly seek emotional resonance, immersive lifestyles and unique urban cultures in choosing destinations.
In line with this trend, Chinese lifestyle platform Xiaohongshu has signed a memorandum of understanding (MOU) with the Singapore Tourism Board to strengthen strategic cooperation in promoting Singapore as a preferred outbound travel destination.
According to Xiaohongshu, the platform currently has more than 520,000 travel creators with over 1,000 followers, contributing to evolving travel trends and new tourism-related business opportunities.
The company said Singapore’s appeal lies in its ability to cater to diverse traveller interests, including world-class sporting events, international live performances, wellness experiences, multicultural attractions and tropical city landscapes.
“Singapore has become an ideal destination for travellers seeking fresh and personalised experiences,” it said in a statement.
Based on the platform’s travel data and more than 1,400 behavioural tags, Xiaohongshu identified four key outbound travel groups, namely travellers rewarding their parents, young families seeking quality relaxation, emotionally driven urban youths and middle-class young consumers expressing identity through lifestyle choices.
The platform also found a growing gap between users’ search demand and the availability of relevant travel content, particularly among young travellers and parents travelling with children.
Meanwhile, Xiaohongshu Commercial Cross-border Strategy Head, Lai Sisi introduced a “three-step strategy” aimed at strengthening Singapore’s outbound tourism positioning in 2026.
The strategy includes building targeted content for specific traveller groups, developing exclusive Singapore-related destination branding and driving measurable business conversions through content-led marketing.
Xiaohongshu said the partnership aims to establish a closed-loop business ecosystem integrating travel content with commercial conversion, while creating a new benchmark for outbound tourism marketing and long-term destination growth.