Klook rides China tourism spike as social media becomes the new travel agent

Klook is doubling down on China as travel appetite from Southeast Asia surges, launching its first Southeast Asia edition of its creator summit "KREATORVERSE SEA" amid a sharp rise in bookings to Mainland China.

The experiences platform revealed that travel demand to Mainland China from Southeast Asia has grown 134% year-on-year in early 2026, with Singapore outpacing the regional average at 136% growth.

KREATORVERSE SEA brought together over 100 creators and influencers from Singapore, Indonesia, Malaysia, Thailand and Vietnam for an eight-day, multi-city trip across Beijing and Shanghai, designed to translate social-first inspiration into bookable travel moments.

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The initiative reflected how creator-led content is increasingly shaping travel decisions, with Klook citing its Travel Pulse 2026 report showing that four in five travellers now book experiences influenced by social media platforms including TikTok, Instagram, Facebook and Xiaohongshu.

Beyond traditional sightseeing hotspots such as Beijing and Shanghai, Southeast Asian travellers are increasingly branching out to cities including Chengdu, Chongqing, Hangzhou, Suzhou, Xi’an, Shenzhen and Guangzhou, signalling demand for more immersive, culturally driven itineraries.

Klook said emerging travel behaviours are being driven by what it calls “aesthetic travel” and “vibe-based itineraries”, with demand rising for scenic night views, curated “citywalks”, café hopping in cities such as Guiyang and niche food tours in Chongqing.

Experiences previously driven by viral content are also moving into bookings, including Chongqing motorbike tours, traditional Chinese costume shoots, and themed attractions such as Shanghai Disneyland and Universal Studios Beijing.

According to Klook, the initiative is designed to convert social media inspiration into bookable travel experiences, linking creator-led discovery more directly with in-app bookings.

Creator participants documented a mix of landmark and niche experiences, including the Great Wall at Mutianyu, the Forbidden City, the Beijing–Shanghai high-speed rail, and curated day trips to Suzhou.

Klook is also expanding its Muslim-friendly travel offerings across Mainland China, targeting destinations including Xi’an, Beijing, Shanghai and Xinjiang. The platform said it is strengthening partnerships with local merchants to improve access to halal dining and prayer facilities.

The initiative builds on its 2025 partnership with CrescentRating and HalalTrip, which introduced verified Muslim-friendly ratings to help travellers identify suitable experiences, including halal dining availability and prayer access.

As social commerce continues to influence travel planning, Klook said it is focused on linking inspiration directly to bookings, positioning creator-led discovery as a key driver of travel demand across the region.

“Being on the ground in Beijing and Shanghai for KREATORVERSE SEA, we are seeing first-hand how social inspiration translates into immediate travel decisions. A single moment captured by a creator can quickly influence where and how people choose to explore," said Sarah Wan, general manager, Singapore, Indonesia, Malaysia, and Thailand, Klook.

She added, "At Klook, we aim to spark joy in travel discovery by bridging creator-led inspiration with authentic experiences, making it easier for travellers to turn what they see online into memorable journeys they can book with just a few taps." 

Klook has also been expanding its focus on Muslim-friendly travel across key destinations in the region. In August last year, the Hong Kong Tourism Board (HKTB) partnered with the platform on a multi-market campaign to enhance the Muslim travel experience in the city.

This came after Muslim leisure travellers were observed to have faith-based needs when exploring new cultures, including access to halal-friendly food, prayer facilities and privacy considerations.

Targeting millennial and Gen Z Muslim travellers in Singapore, Malaysia and Indonesia, Klook is offering a curated range of Muslim-friendly activities and accommodations, alongside prayer-friendly day trips to family attractions and cultural sites.

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