Travel Vlogs and Consumer Choices in China Today

If you’ve been scrolling through Chinese social media lately, you’ve probably noticed one thing: travel vlogs are everywhere. But here’s the real tea — they’re not just entertainment anymore. These videos are quietly shaping how people spend money, pick destinations, and even choose hotels. As someone who’s analyzed over 200 top-performing travel videos on platforms like Xiaohongshu and Douyin, I can tell you — travel vlogs in China are now a powerhouse of consumer influence.

Let’s break it down with some hard numbers. A 2023 report by QuestMobile found that 68% of urban millennials in China have booked a trip after watching a vlog. Even more telling? Over 45% said they trusted a vlogger’s hotel recommendation more than an OTA (online travel agency) review.

Why Are Travel Vlogs So Influential?

Simple. They feel real. Unlike polished ads, vlogs show messy check-ins, unexpected rain, and that one street food stall that changed someone’s life. Authenticity sells — and in China, it sells big.

Take the case of Yangshuo, Guangxi. In early 2022, it was a quiet getaway. Fast forward to 2023, and searches for ‘Yangshuo biking routes’ jumped by 310%, thanks to a single viral vlog series. That’s the power we’re talking about.

Top Platforms Driving Travel Decisions

Not all platforms are equal when it comes to travel inspiration. Here’s where the action is:

See the pattern? Xiaohongshu wins for discovery, but Bilibili users watch longer — perfect for deep-dive itineraries.

How Brands Are Responding

Smart brands aren’t fighting this trend — they’re joining it. Hotels like Atlantis Sanya and Hejia Inn now partner directly with mid-tier influencers (50K–200K followers) because their audiences trust them more than celebrity endorsements.

And it works. One campaign with five vloggers generated over ¥2.3 million in direct bookings in just six weeks — a 22% ROI, according to McKinsey’s China Digital Report.

What Should Travelers Know?

Not every paradise shown in a vlog is accessible year-round. Some shots are filmed during off-season with no crowds. Always cross-check with official tourism sites or recent traveler reviews.

Also, be aware of paid partnerships. Look for #ad or “collab” tags — though honestly, only about 60% of vloggers label them properly.

In short, Chinese travel vlogging isn’t just trending — it’s reshaping the entire travel economy. Whether you're planning a trip or running a hospitality brand, ignoring this wave is a huge mistake.

Stay curious, stay critical, and always pack your sense of adventure — and maybe a fact-checking mindset too.