The Rise of Short Video Platforms in China Tourism
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- Source：The Silk Road Echo
In the past few years, short video platforms like Douyin (TikTok's Chinese counterpart) and Kuaishou have completely reshaped how travelers discover, plan, and experience tourism in China. What started as entertainment apps are now powerful travel inspiration engines—driving millions to hidden villages, ancient towns, and even obscure mountain trails.
Take this stat: over 75% of Chinese travelers say they’ve chosen a destination after seeing it on a short video platform (China Tourism Academy, 2023). That’s not just influence—it’s transformation.
From Li Ziqi’s idyllic countryside life to viral dance challenges at Xi’an’s Terracotta Warriors, these 15- to 60-second clips pack emotional punch and visual storytelling that brochures can’t match. And brands? They’re jumping in fast. In 2023 alone, more than 400 local tourism bureaus launched official Douyin accounts to promote regional attractions.
Why Are Short Videos So Effective for Travel?
It’s simple: authenticity meets algorithm. Unlike polished ads, user-generated content feels real. A traveler filming fog rising over Huangshan at sunrise? That raw moment builds trust. Plus, Douyin’s AI-driven feed serves hyper-relevant content based on user behavior—meaning if you watch one video about Yunnan’s rice terraces, you’ll soon see five more.
Let’s break down the impact with some hard numbers:
| Platform | Monthly Active Users (2023) | Tourism-Related Views (Monthly) | Top Travel Hashtags |
|---|---|---|---|
| Douyin | 780 million | 14.2 billion | #TravelChina (8.9M posts), #HiddenGemChina (3.2M) |
| Kuaishou | 510 million | 7.6 billion | #MyHometown (12.1M), #RoadTripChina (2.8M) |
Notice how hashtags like #HiddenGemChina and #MyHometown tap into nostalgia and discovery? That’s intentional. These aren’t just tags—they’re cultural movements encouraging domestic travel and rural revitalization.
The Ripple Effect on Local Economies
When a village goes viral, everything changes. Take Chongqing’s Liziba Station, where a monorail zips through an apartment building. After countless videos flooded Douyin, annual visitors jumped from 200,000 to over 2 million. Local vendors now earn 5x more during peak season.
But it’s not all sunshine. Overtourism is a growing concern. Places like Dingxi Village in Gansu saw a 400% spike in foot traffic after a single viral snowscape video—leading to strain on infrastructure and complaints from residents.
What This Means for Travelers & Brands
For tourists, short videos lower the barrier to exploration. You don’t need a tour guide when a 30-second clip shows you exactly how to hike Tiger Leaping Gorge. For destinations, it’s marketing gold—if done right.
Smart cities and counties are partnering with influencers, creating ‘video-friendly’ zones with scenic angles, QR codes, and photo props. Chengdu even launched a ‘Douyin Passport’ offering discounts to users who check in at designated spots.
Yet, the real magic lies in democratization. A farmer in Guizhou can now showcase his handmade crafts to millions—no middlemen, no gatekeepers. That’s empowerment.
So next time you scroll past a misty bamboo forest or a steaming street food stall in Harbin, remember: you’re not just watching a trend. You’re witnessing the future of travel—one short video at a time.