From Scroll to Stroll: Strategies to Winning Chinese Tourists with AsiaPac, Xiaohongshu & OOH in Malaysia
10 Jul , 2025
From Scroll to Stroll: Strategies to Winning Chinese Tourists with AsiaPac, Xiaohongshu & OOH in Malaysia
After lighting up cities across Asia — from Seoul to Singapore, Bangkok to Tokyo — we wrapped our APAC Seminar Tour in Malaysia, where strategy met culture, and digital met destination. Hosted by AsiaPac Group, Big Tree Outdoor and Xiaohongshu, the final stop gathered Malaysia’s top marketers to tackle one challenge:
How do we connect with China’s fast-evolving tourist market — before they even land?
And no, it’s not about gimmicks. It’s about relevance, reach, and resonance in the age of digital-first travel planning.
Why Malaysia Needs to Be Tourist-Ready — Now
Malaysia recorded 6.4 million international tourist arrivals in Q1 2025, with over 1.12 million from China — a strong signal of Chinese outbound tourism’s rebound. With visa-free travel and Visit Malaysia 2026 on the horizon, we’re expecting 5–7 million Chinese travellers by 2026.
But these are not yesterday’s group tourists.
66% are aged 25–45 — digitally native, mobile-first, and experience-driven
56% are female, often key decision-makers for travel
69% come from Tier-1 cities like Beijing and Shanghai
60% prefer personalised travel experiences over package tours
They’re not just tourists — they’re lifestyle travellers who research, plan, and share every step of the journey. From Kuala Lumpur (which draws 50%+ of Chinese arrivals) to up-and-coming destinations like Penang, Langkawi, and Kota Kinabalu, Malaysia is seeing record growth due to cultural familiarity, better air routes, and stronger destination branding.
Xiaohongshu: Where Chinese Travellers Begin Their Journey
With 300+ million monthly users, Xiaohongshu (RED) is the go-to app for travel discovery, trip planning, and KOL recommendations among young Chinese travellers.Helen Kwok (XHS Global) revealed how XHS drives tourism intent:
Over 90,000 user-generated posts mention “Malaysia”
Authentic content and real reviews drive the platform
KOLs and brand accounts get more reach when SEO is localised
Think of Xiaohongshu as “Pinterest meets TripAdvisor” — but built for China’s mobile-savvy market. For marketers, this is a key entry point for Chinese social media marketing — especially in tourism, fashion, beauty, and F&B.
OOH Advertising: Still Standing Tall in the Digital Age
Stephanie Wong (Big Tree Outdoor) showed us why out-of-home advertising in Malaysia is far from outdated — in fact, it’s the 2nd fastest-growing media channel. Billboards at KLIA, Pavilion, and major transit hubs deliver high-visibility impressions exactly when Chinese travellers are making decisions on the ground. When paired with platforms like XHS or Ocean Engine, OOH becomes the anchor in your omnichannel strategy. It’s like pouring hot teh tarik into a cold glass — When digital meets physical, magic happens.
Real Wins with Integrated Marketing Campaigns
Xuan Lee (AsiaPac Group) shared case studies of brands successfully tapping into Chinese traveller behaviour through full-funnel campaigns:
Using Ocean Engine ads to target specific travel intents
Blending content across XHS, WeChat, Baidu, and OOH ads
Optimising creatives for mobile-first consumers
Measuring ROI through real booking and engagement metrics
Why does it work?
Because Chinese consumers are already comfortable with e-commerce, with 75% shopping online (compared to the 21% global average), and 85% using WeChat Pay abroad. They trust short videos, livestreams, and KOLs — which remain the most effective tools in Chinese influencer marketing.
What We Learned Across 9 Cities: Omnichannel or Nothing
Across Hong Kong, Seoul, Taipei, and finally Kuala Lumpur, one insight echoed everywhere: You need both online and offline touchpoints to succeed.
From social media platforms like Xiaohongshu to real-world presence via OOH media, the best strategies connect with Chinese tourists at every phase:
Inspiration (XHS, Douyin)
Reinforcement (OOH ads in key locations)
Transaction (WeChat Mini Programs, Ocean Engine, Ctrip)
Each channel plays a role — like the lion, the head, and the drum in a lion dance. Individually strong. But together? Unforgettable.
Final Thoughts
We scrolled, we strategised, and now it’s time to go beyond the scroll and start the stroll. The Chinese traveller of today is no longer waiting for inspiration — they’re actively seeking it. Let your brand be the one they screenshot.
Want to Win the Chinese Market Before They Even Board the Plane?
Let’s turn browsers into bookers. With tools like Kooler AI, OptAdEasy, Kolsify, and APHub, plus local offices in China, Hong Kong, and Taiwan, AsiaPac Group helps you build campaigns that convert across digital and physical channels.
The journey starts long before take-off. Let’s make sure it leads to you.
For more information about our digital marketing solutions, feel free to contact us at:
Phone: +852 2771-7595
Email: info@asiapac.com.hk / info@adtechinno.com
