From cultural clout to edutainment, China’s Xiaohongshu is the top app for Chinese travelers ...Middle East

In 2019, tourists from mainland China made 155 million trips abroad, spending a total of $255 billion on travel, according to consultancy McKinsey. And while Covid-19 has slowed Chinese international outbound travel over recent years, the nation’s reopening in spring 2023 offers hope that outbound travel will normalize by mid-2024.  Many affluent Chinese travelers, defined by McKinsey as those with a monthly household income exceeding RMB 38,000 ($5,200), continue to exhibit a strong interest in EU destinations.  But more importantly, how are Chinese travelers choosing where to go and what activities to do at these destinations? For many, these answers are sourced through one app: Xiaohongsh

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