Outbound Travel from Guide-Driven to Interest-Oriented, Xiaohongshu Signs MOU with Singapore Tourism Board, Kicking Off a Brand-New Chapter of Cooperation

▤ Summary

Xiaohongshu signed a strategic memorandum of understanding with the Singapore Tourism Board to jointly develop outbound travel marketing that shifts from guide-driven to interest-oriented travel. Xiaohongshu brings platform insights — 520,000 travel creators, 1,400+ behavioral tags, and segmented audience analysis — to target four core traveler groups and address content gaps. The partners will implement a three-step strategy to seed content, shape Singapore-branded IPs, and drive measurable commercial conversions through a closed-loop ecosystem. The cooperation aims to turn accumulated content and repeat conversions into long-term brand assets and make Singapore a preferred destination for Xiaohongshu users.

▦ Linked Companies