What RedNote Data Reveals About Middle East Travel Demand in China

Which Middle Eastern destination would be the most talked about among Chinese travelers? If your guess is the United Arab Emirates (UAE) or Saudi Arabia, think again. Egypt leads the region in overall RedNote (Xiaohongshu) mentions, with Turkey following closely behind, according to a new report from Create Consulting shared exclusively with Skift, set to be released Friday.

One striking absence from the RedNote rankings is Saudi Arabia, this despite the Kingdom’s high-profile tourism campaigns in China.

“It’s important to remember this is historical data,” noted the author of the report, Charl Albertyn. “If we looked at more recent efforts, I think the picture would be quite different. Saudi would probably be far ahead in terms of new growth.”

After Egypt and Turkey, Qatar has the maximum number of mentions, driven by its role as a transit hub, strong air connectivity, and sports tourism. “Sports appears to be a big driver of conversation,” said Eileen Zhang, co-founder of Create Consulting, citing mentions of the Asian Cup (5.6 million), World Cup (2.4 million), and Grand Prix (2.4 million).

What Is the Report About?

The data, which spans from RedNote’s inception in 2013 to the present, offers a look at what Chinese travelers are saying about Middle East destinations online. 

The report aggregates both tourism board messaging and authentic, user-generated posts across China’s most influential travel-centric social media platform. RedNote acts as both a search engine and a community hub for detailed peer-to-peer travel advice.

“What is clear from the breakdown of mentions on RedNote is that Chinese travellers are very interested in the local cuisine, culture, and history,” said Zhang. “Words such as ‘museums’ and ‘antiquity’ come up a lot.”

What’s Driving This Interest in the Middle East?

This interest in Middle Eastern destinations among Chinese travelers is a post-pandemic development, said Albertyn. “The reasons behind it are: easy visa, affordable price (compared to other continents), cultural experiences, and good government relations,” Albertyn told Skift.

Albertyn had earlier said that he is long-term bullish on the Middle East for the China market. “Whether or not the next round of tariffs do actually become a feature of the world economic landscape. One thing that is certain is that interest in the Middle East will always be strong from China’s side, and wealthy, high net-worth, individuals who have the means to travel, will keep wanting to visit the Middle East,” he said. 

Airlines in the region that serve as hubs to other global destinations have also made places like the UAE especially popular among Chinese travelers, particularly in the post-pandemic era, as North American and some European carriers continue to operate at reduced capacity.

A Distinctly Chinese Platform

Unlike Western platforms such as Instagram or TripAdvisor, RedNote reflects a distinctively Chinese cultural and community lens, according to Create Consulting.

Also, unlike other platforms, creators on RedNote offer detailed itineraries and ranked lists. 

While Chinese travelers also use Instagram and TripAdvisor, those platforms are also used by other nationalities. RedNote on the other hand has a stronger Chinese cultural community element at play, said Albertyn. 

“Discussions and debates can be more in-depth, mostly aligned to preferences according to Chinese culture,” he said. “RedNote users often rely on detailed travel posts, photo galleries, and user reviews to form their travel plans.”

An earlier Skift report had mentioned how RedNote is rapidly becoming an indispensable platform for travel inspiration and authentic user-generated reviews.

Role of Influencers

The report also mentions a strong orientation toward free independent travel (FIT), especially for destinations like Jordan and Egypt. Users seek guidance on how to avoid scams, explore on their own, and tailor their journeys for discovery and self-expression.

RedNote users are adventurous, and not sensitive to inconvenience, said Albertyn. “They’re looking for differentiation and bragging rights, and less for a well-trodden experience that everyone has been on.” 

He explained that RedNote, like Instagram, works heavily on the basis of followers and their deep emotional connections with influencers. “Large-scale peer advice is also a very strong feature of RedNote, as travelers use it as a search engine to avoid pitfalls and tourist scams before traveling to an unfamiliar destination.”

This form of social validation, through influencers and peer-generated content, drives significant travel intent. Chinese travelers rely heavily on posts that provide detailed itineraries, advice, and visual storytelling to build confidence and excitement around unfamiliar destinations.

What and How Different Generations Search

There are marked differences in search behavior between generational segments. Older users, often part of group tours, search for safety tips and iconic sights. Millennials and Gen Z look for boutique hotels, award-winning restaurants, wellness experiences, and adventure tourism.

Albertyn also revealed a demographic insight: Over 75% of RedNote users are female, and generally wealthier than average. Safety and scam avoidance, therefore, become critical themes in posts and comments.