In a major initiative to boost inbound tourism, Trip.com Group has partnered with the China International Culture Association under the "Nihao! China" campaign. This collaboration is part of a strategic push to revitalize China's tourism sector and increase global awareness of its diverse cultural and travel opportunities.

The partnership involves a three-year memorandum of understanding aimed at overhauling inbound tourism in China. As a part of this agreement, Trip.com Group will engage in various activities, including producing global promotional videos, developing a service platform for inbound travel, and organizing campaign activities.

From 2024 to 2027, Trip.com Group plans to invest significantly in platform technology, marketing, promotion, and product integration. This investment is targeted at accelerating the development of China's inbound tourism sector.

Trip.com Group's strategy also includes working with peripheral industries like e-payment providers. This collaboration aims to facilitate payment processes and enhance the overall experience of inbound tourists. The Chinese government has been actively taking steps to promote tourism. On September 27, 2023, the Chinese State Council announced measures including optimizing visa policies, increasing international flight capacities, and improving inbound tourism products and services for foreign visitors.

Following the reopening of China’s borders and the lifting of the group tours ban earlier in 2023, there has been a notable increase in China-related bookings on Trip.com Group’s platforms. Inbound flight bookings in October 2023 surged by 98% year-on-year, while hotel bookings have seen Shenzhen emerge as the top city, followed by Shanghai.

To further aid travelers, Trip.com recently introduced the China Travel Guide. This guide provides comprehensive tourism information, including hotel reservations, travel advice, transport options, and payment methods, making it easier for international tourists to navigate their travels in China.

Trip.com Group's collaboration with the China International Culture Association marks a significant step in revamping China's inbound tourism. With strategic investments and partnerships, the company is set to play a pivotal role in showcasing China's rich cultural heritage and diverse travel destinations to the world.