A joint WiT × SocialSeal study explores how social search is influencing traveller decision-making and content consumption for three key Asian destinations: China, Vietnam and Japan.

Ahead of the WiT Singapore conference taking place October 6-8, WiT asked SocialSeal, a platform making social search easy and powerful for brands, to shed light on social search trends for three key Asian destinations – Vietnam, Japan and China.

“We hope these insights will help marketers better understand the new traveller behaviour that’s driving new travel patterns in the region and what content they find most useful and actionable,” said Yeoh Siew Hoon, founder, WiT.

As the inbound travel landscape shifts in 2025, this report by SocialSeal offers a snapshot of evolving traveller behavior and content preferences across some of Asia’s top destinations: China, Vietnam, and Japan. The most significant finding?

Travel content consumption is shifting from pure entertainment to utility-driven, checklist-style information. Travellers today want to do more than just dream; they want practical, bite-sized insights to plan their trips.

The rise of China’s 'cliff destinations'

A fascinating trend emerging is the growing international interest in China’s scenic cliff destinations, with Wangxian Valley and Zhangjiajie (the famed “Avatar Mountains”) leading the charge.

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