From Souvenir to Social Currency: How Chinese Travellers Turn Photos into the Core of Their Travel Experience

I paid £10 in front of a “trendy” building in Shanghai to take four professional-looking photos.

In just 15 minutes, I struck 10 different poses and applied slimming and beauty filters while selecting the shots.

In that small area, there were around 20–30 professional photographers helping visitors capture polished photos quickly.

This isn’t unique to Shanghai. At many popular tourist spots, fast and professional photography services are everywhere.

Driven by social media, Chinese travellers are increasingly focused on “getting the perfect shot” when they travel.

This reflects a new trend in Chinese tourism: travel photos are no longer just about documenting a trip—they are a social and aesthetic expression of core user needs.

In today’s social-media-driven world, a travel photo has become social currency: a visible proof that “my holiday was amazing.”

In a fast-paced life, attention is scarce. People don’t want to hear long stories about your trip, but a striking photo can immediately capture attention and efficiently convey the value of your experience.

At the same time, the obsession with perfect shots is often shaped by commercial logic. Many attractions, boutique hotels, and travel guides actively create “photo-friendly” spots, making photography a must-do rather than an optional activity.

With the Golden Week approaching, outbound travel is set to surge.

Chinese travellers are passionate about capturing shareable moments, but they dislike “sacrificing the experience just for the photo.” Brands that integrate the “photo logic” into product design, service experience, and marketing touchpoints can precisely address Chinese travellers’ needs—boosting both appeal and repeat bookings.