Trip.com Aims to Help China Become Top Global Inbound Tourism Hub, Says Chairman

April 30 — The online travel company plans to bring 200 million international travelers to China over the next five years, aiming to position the country as the world’s leading destination for inbound tourism, according to its chairman.

Since a significant portion of foreign visitors to China are from Asia, the organization is making substantial investments in the European market to promote Chinese travel brands and services, with the goal of attracting more European tourists. This was shared in an exclusive interview yesterday.

Last year, the platform drew 20 million international visitors to China, who stayed an average of 6.1 days. Their spending increased by 40% compared to 2024, benefiting around 150,000 hotels, attractions, and travel agencies.

The company’s strategies for reaching this goal include establishing promotional booths at key airports worldwide to showcase China’s visa-free policies and tourist sites, inviting global influencers to experience Chinese travel offerings and share their experiences on social media, and appointing martial arts superstar Jackie Chan as a cultural ambassador to boost Chinese culture.

On a broader scale, inbound tourism is expected to become a significant driver of China’s economic growth over the next five to ten years. It not only brings direct tourism revenue but also stimulates related service sectors like healthcare and education, the chairman noted.

Following ongoing efforts to expand visa-free policies for international visitors after the COVID-19 pandemic, inbound tourism has shown strong growth. Last year, the country welcomed 35.2 million overseas visitors, marking a 31% increase from the previous year, according to national statistics.

However, challenges remain that hinder the development of inbound tourism. These include insufficient multilingual support, limited diverse payment options, and a shortage of qualified professionals trained to meet the needs of international travelers.

Additionally, the chairman believes that many foreign visitors still have a limited understanding of China.