SINGAPORE, May 15, 2026 /PRNewswire/ -- Recently, 2026 Xiaohongshu Business x Singapore Outbound Tourism Forum was convened in Singapore. Hosted by Xiaohongshu Business, the event gathered representatives from Singapore Tourism Board, global cultural and tourism industry practitioners and experts. Participants engaged in in-depth discussions on emerging travel trends driven by personal interest and exploring new growth pathways for the outbound tourism markets.
A New Shift in Travel Mindset: Interest Shapes Itineraries in Outbound Travel
The logic of travel is undergoing a profound transformation: modern travelers no longer set off for a destination, but to pursue their interests. According to Xiaohongshu's data from January to December 2025, the platform's monthly active outbound travel users reached 130 million, with over 90% conducting active travel-related searches.
Tim ZHANG, General Manager of Xiaohongshu Commercial Cross-border & Internet Industry Group, pointed out that the rising "blind box-style travel" trend is driven by three core motivations: spiritual resonance, curiosity for novelty, and the pursuit of local lifestyle aesthetics. These key drivers offer clear guidance for Singapore to precisely capture the travel demands of Chinese consumers and unlock market potential.
Trends Rooted in Daily Life: Rebuilding Human-Centered Outbound Travel
KWONG Dodo, Regional Head of Xiaohongshu Commercial Cross-border Asia & Middle East, shared key evolutions for Singapore's outbound travel. As one of the destinations in APAC region with regular top-tier sports events and flagship live performances, Singapore boasts strong re-visit appeal. Its laid-back urban lifestyle and premium service experience cater to travelers' demand for in-depth immersion, meanwhile unlocking huge potential in high-end wellness tourism. Furthermore, Singapore's distinctive lifestyle aesthetics have become a critical new factor influencing travelers' pre-trip decisions, cementing its position as a core hub for global exploratory travel.
Based on Xiaohongshu's customized Insight Framework, KWONG Dodo analyzed four fast-growing consumer groups in the outbound tourism sector. Urban young generations traveling with parents have showcased remarkable growth; users aged 19 to 25 heavily rely on real-time travel search, while tailored content remains insufficient. Additionally, middle-class groups featuring taste-driven nighttime consumption are expanding rapidly, yet current tourism content fails to meet their personalized needs. The new generation of parents, who respect children's growth patterns, registers over 20 million monthly active users, with authentic travel sharing from maternal perspectives still in short supply. (Data Source: Xiaohongshu Insight Search Index × Category Heat Base Table | Analysis Period: Full Year 2025)
The four demographic observations lead to one consistent conclusion: existing tourism content can no longer keep pace with evolving consumer demands. Closing the supply-demand gap and enriching high-quality travel offerings will be the core priority for Singapore's cultural and tourism industry going forward.
Three-Step Marketing Strategy: Seizing Opportunities to Achieve Win-Win Cooperation
Leveraging in-depth crowd insights, LAI Sisi, Strategy Head of Xiaohongshu Commercial Cross-border, unveiled a three-step marketing strategy for Singapore's outbound travel in 2026: First, seizing first-mover advantage by building a segmented content matrix through refined crowd-targeted distribution. Secondly, shaping brand perception by creating exclusive Singapore IPs to effectively lead the target audience's travel expectations and consumption behaviors. Lastly, fostering win-win growth, converting "seeding" into tangible commercial returns and building a sustainable growth cycle for the tourism industry.
The successful convening of this summit marks as a milestone in the partnership between Xiaohongshu Business and Singapore Tourism Board, while charting a clear path for content ecosystem and commercial conversion in the outbound travel industry. Moving forward, the improvement of "seeding" strategies requires joint efforts from all industry players. This in-depth collaboration will serve as a brand-new starting point for co-creation across the cultural and tourism sector.
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Xiaohongshu Business x Singapore Outbound Tourism Forum Redefines the Evolution of Outbound Travel: Interest Shapes Travel Itineraries
Xiaohongshu Business x Singapore Outbound Tourism Forum Redefines the Evolution of Outbound Travel: Interest Shapes Travel Itineraries
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SINGAPORE, May 15, 2026 /PRNewswire/ -- As Indonesian travellers looked to make the most of the 2026 Labor Day long weekend, digital travel platform Agoda's accommodation search data showed increased travel interest across several destinations in Indonesia. The destinations, including Puncak and Bogor, are known for their mix of natural scenery, local experiences, and easy accessibility, making them a great option for a quick break from city routines.
Weekend getaways are becoming a part of everyday life, as travellers look for simpler ways to unwind. This aligns with Agoda's 2026 Travel Outlook Report that shows relaxation remains a primary motivation, with many travellers opting for family trips and destinations closer to home.
Agoda's data pointed to a rise in interest across both cultural and nature-led destinations. Accommodation searches in Yogyakarta increased by 61% and in Surakarta by 117% indicating a rise in travel interest compared to last year. These destinations continue to appeal to travellers drawn to culture and heritage, where historic landmarks, traditional markets, and local cuisine create a sense of depth within a short trip. Each also provides access to nearby landscapes. In Yogyakarta, this includes beaches and volcanic hills, while Surakarta is surrounded by highland scenery and tea plantations, making both suitable for combining cultural exploration with time outdoors.
A similar pattern was seen in destinations that combine climate and lifestyle appeal. Bandung saw a rise in travel interest by 61% and Malang by 35%, with both locations attracting travellers seeking a cooler climate and a balance between city life and nature. Bandung remains known for its café culture and creative scene, alongside nearby attractions such as Tangkuban Perahu, an active volcano, and Kawah Putih, a crater lake, while Malang offers a more laid-back pace with access to Mount Bromo, waterfalls, and southern coastlines. Additionally, with a 60% increase in travel interest, Semarang added variety with its mix of colonial architecture, revitalised old town areas, and proximity to hillside retreats, offering a different kind of urban escape.
Closer to Jakarta, Puncak registered a 192% increase in accommodation searches compared to last year, and remains a familiar highland retreat valued for its accessibility, mountain views, as well as a range of villas and resorts suited for short stays. Bogor, with a 70% increase in interest, complemented this with its botanical gardens, cooler weather, and strong food scene, making it an easy option for a quick change of pace. Together, these trends suggest travellers are prioritising destinations that are easy to reach yet offer a clear change of environment.
Gede Gunawan, Senior Country Director, Indonesia at Agoda says, "We are seeing a shift toward more intentional trips around long weekends. Indonesian travellers are prioritising destinations that are accessible but still offer a distinct experience, whether that's nature, culture, or local food. Places like Puncak and Surakarta are gaining traction because they meet those needs without requiring significant travel time or planning. Agoda makes it easier for travellers to plan their trips with seamless booking and great value deals, helping them discover trending destinations and create memorable getaways."
Agoda offers great value deals on over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities and experiences that are available on the platform. Running from 7 May to 21 May, Agoda's 21st Birthday Sale will offer up to 60% off on hotel bookings, with a special flash sale of up to 70% on 19 May and exclusive deals on flights and activities. Agoda VIP members will receive early access to deals from 3 May to 6 May. Travelers can find the best deals on Agoda's mobile app or visit Agoda.com.
SINGAPORE, May 15, 2026 /PRNewswire/ -- As Indonesian travellers looked to make the most of the 2026 Labor Day long weekend, digital travel platform Agoda's accommodation search data showed increased travel interest across several destinations in Indonesia. The destinations, including Puncak and Bogor, are known for their mix of natural scenery, local experiences, and easy accessibility, making them a great option for a quick break from city routines.
Weekend getaways are becoming a part of everyday life, as travellers look for simpler ways to unwind. This aligns with Agoda's 2026 Travel Outlook Report that shows relaxation remains a primary motivation, with many travellers opting for family trips and destinations closer to home.
Agoda's data pointed to a rise in interest across both cultural and nature-led destinations. Accommodation searches in Yogyakarta increased by 61% and in Surakarta by 117% indicating a rise in travel interest compared to last year. These destinations continue to appeal to travellers drawn to culture and heritage, where historic landmarks, traditional markets, and local cuisine create a sense of depth within a short trip. Each also provides access to nearby landscapes. In Yogyakarta, this includes beaches and volcanic hills, while Surakarta is surrounded by highland scenery and tea plantations, making both suitable for combining cultural exploration with time outdoors.
A similar pattern was seen in destinations that combine climate and lifestyle appeal. Bandung saw a rise in travel interest by 61% and Malang by 35%, with both locations attracting travellers seeking a cooler climate and a balance between city life and nature. Bandung remains known for its café culture and creative scene, alongside nearby attractions such as Tangkuban Perahu, an active volcano, and Kawah Putih, a crater lake, while Malang offers a more laid-back pace with access to Mount Bromo, waterfalls, and southern coastlines. Additionally, with a 60% increase in travel interest, Semarang added variety with its mix of colonial architecture, revitalised old town areas, and proximity to hillside retreats, offering a different kind of urban escape.
Closer to Jakarta, Puncak registered a 192% increase in accommodation searches compared to last year, and remains a familiar highland retreat valued for its accessibility, mountain views, as well as a range of villas and resorts suited for short stays. Bogor, with a 70% increase in interest, complemented this with its botanical gardens, cooler weather, and strong food scene, making it an easy option for a quick change of pace. Together, these trends suggest travellers are prioritising destinations that are easy to reach yet offer a clear change of environment.
Gede Gunawan, Senior Country Director, Indonesia at Agoda says, "We are seeing a shift toward more intentional trips around long weekends. Indonesian travellers are prioritising destinations that are accessible but still offer a distinct experience, whether that's nature, culture, or local food. Places like Puncak and Surakarta are gaining traction because they meet those needs without requiring significant travel time or planning. Agoda makes it easier for travellers to plan their trips with seamless booking and great value deals, helping them discover trending destinations and create memorable getaways."
Agoda offers great value deals on over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities and experiences that are available on the platform. Running from 7 May to 21 May, Agoda's 21st Birthday Sale will offer up to 60% off on hotel bookings, with a special flash sale of up to 70% on 19 May and exclusive deals on flights and activities. Agoda VIP members will receive early access to deals from 3 May to 6 May. Travelers can find the best deals on Agoda's mobile app or visit Agoda.com.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Agoda: Puncak and Surakarta Saw Increased Interest During the 2026 Labor Day Long Weekend
