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Trip.com Group forms partnership with CICA to further promote inbound tourism

chinadaily.com.cn | Updated: 2023-11-27 10:48

Trip.com Group and other companies jointly release inbound tourism collaborative initiatives. [Photo provided to chinadaily.com.cn]

On November 17, Trip.com Group signed a three-year memorandum of understanding with the China International Culture Association (CICA) to promote inbound tourism.

James Liang, co-founder and chairman of Trip.com Group; and Bo Sun, chief marketing officer of Trip.com Group, were present at the signing ceremony.

Trip.com Group and the CICA have signed a strategic framework agreement to implement the "Nihao! China" program, which will look to build a service platform for inbound travel and organize activities agreed upon by both sides at the China International Tourism Fair, the Sino-French Tourism Year, the China-US Tourism High-Level Dialogue and the World Conference on Tourism Development, among other events.

Standing strong with partners

The "Nihao! China" program, which was initially launched by the CICA, aims to foster and promote cultural exchanges and establish friendships between China and visitors from around the world.

As official partners, Trip.com Group and the CICA will promote the "Nihao! China" campaign across Trip.com Group's platforms covering various markets. The Group will further curate engaging content to showcase specific offerings and services, and position China as a unique and welcoming destination rich in history and cultural heritage.

James Liang, co-founder and chairman of Trip.com Group, addressing the guests at the ceremony. [Photo provided to chinadaily.com.cn]

Liang said:"With the aim of boosting inbound tourism, Trip.com Group will leverage its technological expertise to enhance the ease of access for incoming visitors. Additionally, we will consolidate resources to foster tourism promotion, while highlighting the distinctive tourism attractions of China to draw in global visitors."

In addition, Trip.com Group will also collaborate with China Cultural Center branches, tourism bureaus and other organizations to promote and showcase the unique attractions, experiences and beauty of China.

Signs of positivity – Data trend

According to Trip.com Group's data, the top ten sources (excluding Hong Kong, Macao and Taiwan) of inbound travelers to the Chinese mainland are South Korea, the United States of America, Japan, Singapore, Australia, Malaysia, Canada, Thailand, the United Kingdom and Germany. The first ten months of 2023 saw four-digit growth in visitor numbers when compared with the same period in 2022. This equates to more than 60 percent of pre-pandemic levels.

The top ten most popular cities for inbound travelers (excluding those from Hong Kong, Macao and Taiwan) saw Shenzhen and Shanghai topping the list alongside other destinations such as Guangzhou, Beijing, Zhuhai, Hangzhou, Foshan, Xiamen, Zhongshan and Chengdu. Interestingly, seven out of ten hotel bookings made by inbound tourists are for Shenzhen, while two Shanghai hotels rank second and third in the most booked hotel list.

Jane Sun, CEO of Trip.com Group, emphasizes the significance of foreign tourists' spending power in driving real economic growth and employment.

Technological advancements

Over the next three years, Trip.com Group plans to invest in platform technology, marketing and promotion, and product integration to accelerate the development of inbound tourism in China.

To assist international visitors in exploring the beauty of China, Trip.com Group has recently launched the China Travel Guide, a comprehensive guide which includes travel-related information such as hotel reservations, travel advice, transport options, payment methods, insights into popular destinations and more, enabling international visitors to better explore the beauty of China. Since its launch in September, it has already served nearly 100,000 overseas visitors.

Trip.com Group's TripGenie [Photo provided to chinadaily.com.cn]

This guide can be accessed on the Trip.com App and allows travelers to conveniently book hotels, train tickets and attraction tickets through Alipay, ensuring a smooth travel experience. Initially available in English, it will soon be available in other languages like Japanese, Korean and Thai.

E-payment service providers have also, in recent months, implemented measures to simplify and enhance payment facilitation. Today, top e-payment providers allow international travelers to bind their credit cards to their e-payment systems used in China. Previously, access to the payment platforms would require travelers to have a local bank account or card. Trip.com Group will collaborate with peripheral industries to enhance the entire inbound tourism process and improve the experience for foreign visitors.

Trip.com Group's TripGenie [Photo provided to chinadaily.com.cn]


Trip.com has been investing in technology and innovation to enhance user experience while promoting partner offerings to their targeted consumers, including high-spending tourists and eco-conscious travelers. It has launched a series of artificial intelligence-enhanced curated lists, including Trip.Trends, Trip.Best and Trip.Deals.

These lists cater to users' diverse needs and preferences by capturing real-time information on the latest travel trends, prices and top-ranked hotels, flights and attractions. Another key initiative is the launch of TripGenie, an intuitive and personal AI travel assistant, which has completely re-engineered how users interact with AI in travel planning and booking, creating a conversation flow that is human-like and intuitive.

Customer service

Trip.com Group prioritizes its customers and partners, adhering to the mantra of "Customers first; Partners second; Ourselves third".

The group's global network comprises 1.1 million accommodation services, more than 500 airlines and more than 30,000 tourism partners. With a platform available in more than 20 languages, it serves millions of customers worldwide.

As a sign of Trip.com Group's continued commitment and gratitude to its customers, exciting new benefits and features have been added to add value to its customers, enhancing convenience and ensuring a safe, seamless travel experience with Trip.com.

The company has released an enhanced Loyalty Program, with customers able to sign up for a free silver membership, earn rewards and enjoy discounts on hotel bookings.

The service is being rolled out for members to further support its ongoing commitment to excellent customer service and its mission to become a true travel companion for its global customer base.

For all member tiers, a new Emergency Assistance feature will be introduced that offers customers comprehensive help with services ranging from medical support to translation assistance, child repatriation and assistance with missing baggage. This service is available in all English-language regions.

Signs of positivity – Policy

Several measures to boost tourism were recently announced by the State Council on Sept 27, including optimizing visa and customs clearance policies, increasing international flight capacity and routes to key destinations, and improving inbound tourism products and information services for foreign visitors. This strong alliance, alongside updated travel policies, is expected to further promote the high-quality internationalization of China's inbound tourism.

China is a travelling powerhouse with rich history, culture and breathtaking landscapes, making it a truly memorable travel destination. The Forbidden City and Great Wall in Beijing, the Terracotta Warriors in Xi'an, Hangzhou's West Lake and the Shanghai skyline are all symbols of China's ancient heritage and modern achievements, making it an exciting destination for travelers.

China boasts an abundance of natural beauties, such as unspoiled mountains and lakes, mesmerizing deserts and grasslands, and a vast coastline. Chinese cuisine is famous worldwide, and its magnificent landmarks are easily recognizable.

Trip.com is your way to travel to China hassle-free and with confidence.

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