What RedNote Data Reveals About Middle East Travel Demand in China
Photo Credit: RedNote, a Chinese social media application, on a smartphone screen. Adobe Stock / Rokas
Skift Take
The way to a Chinese traveler's itinerary seems to be through RedNote. For travel brands hoping to understand and engage this critical audience, the platform is less a social network and more a digital crystal ball.
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 conversa
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