Context In the Tibetan Plateau (TP), the supply of cultural ecosystem services (CESs) is unique, and the demand for CESs is gradually increasing with rapid urbanization. Evaluating the relationship between the supply and demand for CESs is critical for guiding regional sustainable development. However, due to the difficulty in obtaining empirical data in the high altitude and complex topography of the TP, relevant research is still lacking. Objectives The objective of this study was to develop an approach to address the difficulty of obtaining the empirical data on the TP and to evaluate the relationship between the supply and demand for CESs. Methods Taking the Qinghaihu–Huangshui basin as an example, we combined the SolVES (Social Values for Ecosystem Services) model and social media big data to evaluate the supply and demand for CESs in the TP. Results Our results showed that the combined method can effectively evaluate the supply and demand for CESs in the basin, and can be used for other remote regions. The supply and demand for CESs in the basin exhibited obvious spatial mismatch. Among the two types of mismatch, in the areas of high supply and low demand of CESs, residents’ subjective well-being (SWB) were substantially lower. Being far away from central city was an important reason for the high supply and low demand of CESs. Conclusions Establishing and improving the transportation system connecting central cities with other counties is encouraged to utilize the rich cultural and tourism resources of the TP, as well as enhance the SWB and promote regional sustainable development.