Kuala Lumpur, 4 May 2026 – Mainland China is fast re-emerging as a top travel destination for Southeast Asian travellers, with Klook recording a 134.1% year-on-year surge in travel demand in early 2026.
With 30% of Southeast Asian travellers planning a trip to Mainland China this year, this growth reflects a fundamental shift in how trips are being planned today, driven by the rise of the social-first traveller.
Increasingly inspired by creator-led content, travellers are seeking authentic, on-the-ground experiences, fuelled by crowd favourites such as high-speed rail travel to globally recognised attractions like Shanghai Disneyland and Universal Studios Beijing, alongside themed stays such as the Toy Story Hotel and Zhuhai Chimelong. These experiences are transforming Mainland China from a traditional sightseeing destination into a playground for aesthetic and vibe-based travel.
In tandem with this growth, Klook launched KREATORVERSE SEA, an ambitious regional initiative bringing together over 100 top content creators from Malaysia, Indonesia, Singapore, Thailand and Vietnam for an eight-day immersive, multi-city journey across Mainland China. Focused on the twin hubs of Beijing and Shanghai, the itinerary was specially curated to capture real-time travel moments that resonate with today’s socially-driven travellers.
Creators joined their regional peers to document a diverse blend of bucket-list landmarks and niche local discoveries including the Great Wall (Mutianyu) and the Forbidden City, the Beijing–Shanghai high-speed rail journey, city explorations in Shanghai alongside curated day trips to Suzhou, and other popular attractions including Shanghai Disneyland.
“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. At Klook, we strive to bridge the gap by connecting creator-led inspiration to authentic experiences, and making it easier for travellers to turn what they see into trips they can experience in just a few taps,” said Sarah Wan, General Manager of Indonesia, Malaysia, Singapore and Thailand at Klook.
The KREATORVERSE SEA experience demonstrates a rising trend in travel behaviour across Southeast Asia, as social media plays an increasingly influential role in shaping how travel is discovered and booked in this region.
According to Klook’s Travel Pulse 2026, a staggering 4 in 5 travellers now make bookings influenced by social media content, including platforms such as Xiaohongshu (XHS). Closer to home, social media is nearly universal among Malaysians,with 99.5% turning to it for travel inspiration, highlighting the critical role of creator-powered storytelling in the local market.
Several key travel trends are emerging:
- Aesthetic travel – demand for scenic skylines, night views and visually striking “photo spots”
- Vibe-based itineraries – a growing preference for “Citywalks” and niche lifestyle experiences, such as café hopping in Guiyang or boutique food tours in Chongqing
- From viral to bookable – experiences like Chongqing motorbike tours and traditional Chinese costume shoots are quickly becoming top-booked activities
Central to this movement is the Klook Kreator programme, which connects digital inspiration with professional impact. Jayni, SEA Kreator of the Year from Vietnam said,
“Winning SEA Kreator of the Year is a dream come true and a milestone I never could have imagined when I first started. I want to say a massive thank you to Klook for being my true companion on this path.” She added, “It has been an incredible journey over the last three-plus years—evolving from a regular user booking trains and eSIMs to being recognised as a strategic partner. The Klook Kreator programme is truly a game-changer for the travel industry; it has empowered me to grow, travel further, and share the world with my community in ways I never thought possible. More importantly, it has given me the confidence and strength to transform my passion into a profession—turning what I love into something meaningful and sustainable.”
Building on this momentum, Klook is also scaling its footprints across Mainland China to meet the growing demand from Southeast Asian markets by expanding its Muslim-friendly travel portfolio, enabling culturally diverse travellers to explore key destinations such as Xi’an, Beijing, Shanghai and Xinjiang with greater ease.
With Muslims making up 63.5% of Malaysia’s population, 1 this expansion is especially relevant for Malaysian travellers prioritising greater convenience when exploring new destinations. By strengthening its robust network of local merchants and specialised partners, Klook is ensuring that every aspect of the journey, from Muslim-friendly to prayer facilities, is seamless and accessible.
This strategic expansion empowers Southeast Asian travellers to explore Mainland China with greater confidence, comfort and peace-of-mind.
KREATORVERSE is Klook’s flagship summit for content creators, designed to bridge inspiration to impact in today’s social-first travel landscape. For the first time, the Southeast Asia (SEA) edition brings together a network of creators across Singapore, Malaysia, Thailand, and Vietnam. Hosted in Mainland China, KREATORVERSE SEA empowers them to experience and showcase the destinations on-ground and turn authentic experiences into bookable moments online.
As travel preferences continue to evolve, Klook remains focused on delivering curated, seamless experiences that help travelers explore the world with greater ease and confidence — from iconic attractions to unique, local discoveries across Mainland China and beyond.