"A growing number of young Chinese netizens enjoy unique, emerging destinations like Fiji," says Yang Yi, head of Sina Weibo's travel business.

About 70 percent of Tourism Fiji's followers on Weibo were born between 1985 and'95, she says.

Their demands are personalized and diverse, she says. They not only seek affordable luxury, culture, cuisine and family-friendly experiences but also, increasingly, in-depth content about emerging and niche destinations.

"Such changes among Weibo users and travelers are undoubtedly good for a diverse and unique destination like Fiji," she says.

Tourism Fiji and Sina Weibo invited Chinese singer-actor Luo Yunxi to travel to Fiji and promote the destination on social media. In July, the online reality show, Feel the World, released an episode about Luo's trip that received over 200 million views.