Klook Launches KREATORVERSE SEA as Mainland China Travel Demand Surges
Klook has reported a strong resurgence in travel demand to Mainland China, with a remarkable 134.1% year-on-year growth recorded in early 2026. This surge highlights a renewed interest among Southeast Asian travellers, positioning China once again as a top destination in the region.
According to recent data, around 30% of travellers from Southeast Asia are planning a trip to Mainland China this year. This growing demand signals a major shift in travel behaviour, driven not only by accessibility but also by the evolving ways people discover and plan their journeys.
The Rise of the Social-First Traveller
Today’s travellers are no longer relying solely on traditional travel guides. Instead, they are turning to social media platforms and content creators for inspiration. This shift has given rise to what industry experts call the “social-first traveller”—individuals who base their travel decisions on visually engaging and authentic content.
Experiences such as high-speed rail journeys, visits to iconic attractions like Shanghai Disneyland and Universal Studios Beijing, as well as themed stays like Toy Story Hotel, are gaining popularity among this new generation of travellers.
These experiences are transforming Mainland China from a conventional sightseeing destination into a vibrant hub for aesthetic and lifestyle-driven travel.
Introducing KREATORVERSE SEA
To capitalise on this trend, Klook introduced KREATORVERSE SEA, a regional initiative designed to connect travel inspiration with real experiences. This ambitious programme brings together over 100 content creators from Malaysia, Indonesia, Singapore, Thailand, and Vietnam.
The initiative features an eight-day immersive journey across key destinations in Mainland China, focusing on major cities such as Beijing and Shanghai. The goal is to capture authentic, real-time travel experiences that resonate with audiences across Southeast Asia.
Participants explored a mix of iconic landmarks and hidden gems, including the Great Wall of China and the Forbidden City, as well as scenic city tours and cultural excursions to destinations like Suzhou.
From Inspiration to Instant Bookings
One of the key insights from this initiative is how quickly travel inspiration can translate into action. A single post or video shared by a creator can influence thousands of viewers, prompting them to plan similar trips almost instantly.
This trend is supported by Klook’s Travel Pulse 2026 report, which reveals that four out of five travellers now make bookings influenced by social media content. In Malaysia, the impact is even more significant, with 99.5% of users relying on social platforms for travel inspiration.
This shift underscores the importance of creator-led storytelling in shaping modern travel decisions.
Key Travel Trends Emerging in 2026
The growth in Mainland China travel is also driven by several emerging trends:
- Aesthetic Travel
Travellers are increasingly drawn to visually stunning destinations, including city skylines, night views, and Instagram-worthy photo spots. - Vibe-Based Itineraries
Instead of rigid schedules, travellers now prefer flexible experiences such as city walks, café hopping, and exploring niche local cultures. - From Viral to Bookable
Activities that gain popularity on social media—such as Chongqing motorbike tours or traditional costume photography—are quickly becoming must-book experiences.
These trends reflect a broader shift toward personalised and experience-driven travel.
Empowering Creators Through Klook Kreator Programme
At the heart of this movement is the Klook Kreator programme, which empowers content creators to turn their passion into a profession. By providing tools, partnerships, and opportunities, Klook enables creators to produce engaging content while monetising their influence.
Creators like Jayni, a Southeast Asia Kreator of the Year, have credited the programme for transforming their journey from casual users into professional travel storytellers. This highlights how the travel industry is evolving to embrace digital creators as key stakeholders.
Expanding Muslim-Friendly Travel Options
In response to growing demand, Klook is also expanding its offerings to cater to Muslim travellers. This includes enhancing access to halal-friendly experiences, prayer facilities, and culturally inclusive services across key destinations such as Xi’an, Beijing, Shanghai, and Xinjiang.
This initiative is particularly relevant for Malaysia, where Muslims make up a significant portion of the population. By addressing these needs, Klook is making travel to Mainland China more accessible and comfortable for a wider audience.
Bridging Culture, Travel, and Technology
KREATORVERSE SEA is more than just a campaign—it represents a new way of connecting travel inspiration with real-world experiences. By combining social media influence, technology, and curated travel offerings, Klook is redefining how journeys are discovered and booked.
The initiative also highlights the growing importance of cultural exchange, as travellers explore destinations through authentic, on-the-ground perspectives shared by creators.
A New Chapter for Travel in Asia
The resurgence of Mainland China as a top travel destination marks an exciting new chapter for Southeast Asian travellers. With demand continuing to rise, platforms like Klook are playing a crucial role in shaping the future of travel.
Through initiatives like KREATORVERSE SEA, travellers are no longer just planning trips—they are experiencing destinations through stories, visuals, and shared moments. As social media continues to influence travel behaviour, the line between inspiration and action becomes increasingly seamless.
For travellers in Malaysia and beyond, this means greater access to unique, meaningful experiences that go beyond traditional tourism. With the right blend of creativity, technology, and cultural understanding, the future of travel is not just about where you go—but how you experience it.
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