mk opening ceremony of the 41st China Harbin International Ice and Snow Festival is held in Harbin, capital city of Northeast China's Heilongjiang Province, on January 5, 2024. Photo: VCG" src="https://www.globaltimes.cn/Portals/0/attachment/2025/2025-01-05/8bc21057-6875-42fc-ba2c-2b4ecdcc006e.jpeg" />

The opening ceremony of the 41st China Harbin International Ice and Snow Festival is held in Harbin, capital city of Northeast China's Heilongjiang Province, on January 5, 2024. Photo: VCG

Multiple culture and tourism bureaus across China are rolling out creative campaigns to capitalize on popular Chinese lifestyle and sharing platform RedNote, known as Xiaohongshu in China, to attract international tourists after a growing influx of foreign netizens turned to the platform as the video-sharing app TikTok was forced to shut down in the US.

With the influx of foreign newcomers, mainly Americans, who call themselves "TikTok refugees," many overseas users' interest in China has transcended the digital realm to inspire real-world travel plans.

Data from Ctrip's overseas sites reveals a remarkable 46 percent increase in searches for China-related destinations by US users over the past couple of days, suggesting a potential boom in inbound tourism.

In response to this trend, local tourism bureaus and scenic spots across China have decided to capitalize on the opportunity to promote their local tourism as much as they can. 

The tourism bureau in Southwest China's Sichuan Province, for instance, has shared images of the region's beloved giant pandas and taught netizens the local dialect "ba shi" (meaning "comfortable" or "nice"), offering a taste of the region's unique charm. 

Similarly, the culture and tourism bureau in Northwest China's Xinjiang Uygur Autonomous Region, has published a bilingual invitation on RedNote explaining why "Xinjiang is a wonderful place" with its unique scenery. "Welcome to visit Xinjiang in the future, and we look forward to you creating wonderful memories here," said the invitation.

Not to be outdone, the current hit tourism city Harbin in Northeast China's Heilongjiang Province has released an all-English promotional video on its RedNote account, showcasing the city's unparalleled ice sculptures and snowy landscapes and effectively drawing in a large audience of foreign viewers. "Date with Harbin, and warm the world through ice and snow," the video said.

Zeng Shibin, a staff member who operates the official RedNote account of the culture and tourism bureau in Quanzhou, East China's Fujian Province, told the Global Times on Sunday that they have swiftly adapted to the influx of "TikTok refugees" by posting more English content, including a six-minute documentary clip highlighting the city's world heritage site aspirations.

They have also shared creative short videos featuring foreign visitors, leveraging Quanzhou's status as a 240-hour visa-free entry port. 

Despite gaining some traction, Zeng says there is still room for growth, and the team has been expanded to include more people, including two English promoters who will introduce local culture and cuisine to a broader audience through interactive programs.

"We plan to produce some live-steaming programs and invite English promoters to go into the alleys in Quanzhou and interact with locals so that users overseas can feel at home and have a stronger sense of belonging here," he said.

Xiaohongshu Photo: CFP

Qingdao, a coastal city in East ­China's Shandong Province, is also one of the entry ports under the visa-free policy. To attract more tourists from overseas, they have increased their posting frequency on RedNote. 

A staff member surnamed Feng from the culture and tourism bureau in Qingdao told the Global Times that they have crafted bilingual promotional content for winter tourism activities and check-in spots, including local homestay events during the Spring Festival. 

According to the bureau, since the visa-free policy took effect, Qingdao has seen a significant influx of foreign tourists, particularly from South Korea. The city's airport now averages 36 daily flights to and from South Korea, making "Friday night beer in Qingdao" a new trend among South Korean tourists. 

"The Qingdao Beer Museum, the May Fourth Square and many other landmarks have become popular scenic spots for many tourists from overseas. You can see a lot of visitors from South Korea take boxes of draft beer back to their mother country," Feng said, adding that riding on the global fame of Tsingtao Beer, the bureau plans to release more appealing English travel content on RedNote.

Yu Jinlong, a cultural critic based in Beijing, told the Global Times that this trend reflects the growing ­cultural confidence among the Chinese people, the enhanced international influence of China, and the charm of Chinese culture to foreign tourists. It also highlights China's openness, with policies like the 240-hour visa-free transit policy facilitating visits. 

Beyond policy, China's urban development, cultural experiences, and modern conveniences like new energy vehicles and mobile payments are drawing tourists in. 

"These factors not only improve tourists' travel experience in China, but also showcase its vitality and innovation," Yu said.

"Amid China's open policies, this internet user migration will likely further heat up China's tourism sector, attracting not only Americans but also netizens from other countries who seek an authentic Chinese experience, all of whom could become potential tourists," Sun Jiashan, an associate researcher from the Central Academy of Culture and Tourism ­Administration, told the Global Times.