Welcome to our newest Rednote Analytics report sample, where we guide travel decision makers through a few key data points around which outbound destinations and which experiences resonated most with some of China's most valuable consumers – Rednote users.
Using Create Consulting's proprietary Rednote analytics platform, we have identified the top 500 high-performing tourism keywords from the past 30 days, leading up to and covering the Chinese New Year Golden Week travel period.
To gauge interest among affluent Chinese social media users—both within China and abroad—we provide a ranking based on the growth in keyword interaction during this time.
Destination Keyword Interaction Growth in the Last 30 Days:
Among the top five destinations, Hong Kong, Thailand, and Korea remain perennial favorites. However, the real standout is Antarctica, claiming the #3 spot with over 2.1 million interactions (likes, comments, favorites, and shares) across just 471 posts. This exceptionally high engagement suggests strong interest in the destination and promising potential for South American locations, which are often bundled with Antarctica in travel packages.
Expanding to the top 10, Australia and New Zealand continue to perform well, while Norway’s Tromsø, renowned for its Northern Lights, captivates audiences at #7 with over 800,000 interactions across only 607 posts. Meanwhile, traditional European favorites and Egypt maintain strong engagement, while Africa makes an impressive showing, generating over 300,000 interactions from just 10 posts.
Next, we analyze the volume of new posts created under specific travel-related keywords during this key promotional period. This metric offers insight into content creators’ focus and priorities in the travel space.
New Destination Keyword Post (Note) Growth:
Destinations appearing toward the end of the list—particularly those with a high engagement-to-post ratio, such as Africa, Alaska, and Antarctica—strongly indicate where content creators, especially influencers, may see opportunities to fill a content gap. Notably, influencers tend to achieve far better engagement metrics in destinations across Africa compared to more saturated markets like Hong Kong or Thailand.
In addition to destinations, we also analyzed activity-related keywords to understand what travelers were doing during this period. For Chinese New Year, Snow Scenery, Fireworks, and High-Speed Rail dominated the list—unsurprising, as these activities are closely tied to domestic tourism.
Activity Interaction Growth (30 days):
The rising popularity of Hiking and Immersive Experiences has been a consistent trend since 2020, while City Walk—short urban walking tours—remains a beloved activity in China. Meanwhile, the strong engagement with Discover Hidden Hotels and Discover Hidden Homestays highlights China's growing interest in unique boutique hotels and niche homestay experiences.
Activity New Post (Note) Growth (30 Days):
A few interesting outliers in terms of interaction-to-post ratio include Shipwreck and Parade. Shipwreck's popularity is linked to the rising popularity of scuba diving adventures in China, along with other adventurous activities. Parades, on the other hand, are tightly controlled in China and extremely rare. This, again, is a content gap for influencers, where destinations with immersive public parade events that allow Chinese travelers to connect with local culture in a safe, positive atmosphere can unlock more exposure.
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Thank you for reading our Rednote travel analytics report sample for Chinese New Year 2025.
Contact us at marketing@cconsulting.com.cn for any inquiries about our Rednote analytics reports.
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