SHANGHAI, May 26, 2025 — Trip.com, a leading provider of comprehensive travel services, presented the latest trends in the industry and its various sectors, evolving patterns among travelers, and its future strategies at the Attractions & Tours Global Partners Forum. The forum was part of Trip.com Group’s annual global partner conference, Envision.2025, and took place on May 26 at the Shanghai Museum East, a modern landmark and hub for cultural exchange distinguished by its wave-inspired design and immersive technology.
Empowering Global Partners through Innovative Technology and Marketing
Mr. Jim Ji, Vice President of Trip.com Group and CEO of Attractions & Tours, began by stating that the travel industry is experiencing a steady recovery. Industry forecasts suggest that international tourist arrivals are expected to fully recover and surpass pre-pandemic levels this year, largely due to the easing of visa requirements and an increase in flight availability worldwide.
In his keynote address, titled ‘Empowering Global Partners’, Mr. Ji highlighted Trip.com’s response to this growing demand by developing a global tourism ecosystem. This ecosystem includes a broad distribution network with:
- 22 international offices
- Over 2900 affiliates and resellers, covering more than 150 countries and regions, with over 300,000 products worldwide
- Over 170 marketing resources
- Support for 24 languages and 24/7 customer service
- 33 currency options
Mr. Ji detailed strategies to help partners connect with international travelers more directly and effectively. He explained how Trip.com’s ticket machines, on-site ticket operations, and customizable online booking sites are helping partners streamline operations and reduce labor needs. Measures have also been implemented to prevent fraudulent transactions and large-scale ticket bot activity, protecting partners from these risks.
He further emphasized the importance of using innovative marketing to engage travelers with partners. For example, Trip.com Attractions & Tours collaborated with a local partner to create a Trip.com VIP lounge at Sanur Harbour in Bali, Indonesia, to improve the waiting experience for travelers. This initiative attracted nearly 200,000 customers and significantly boosted ferry ticket sales.
Creating Deeper Travel Experiences
A key trend highlighted at the forum was the increasing importance of experiences in travelers’ decision-making processes. Speakers noted that the search growth rate for experience-related terms on Trip.com is six times higher than that for destinations or attractions. Keywords such as “food” and “spa” were among the most popular experience-related searches among international travelers.
“Today’s travelers are faced with numerous options and are increasingly seeking experiences that offer deeper meaning. By working with our global partners and using AI and consumer insights, we are creating personalized journeys that exceed expectations and address the evolving needs of international travelers,” Mr. Ji said.
Trip.com is addressing this shift with Trip.Best, an in-app collection of curated travel rankings based on user reviews, bookings, and AI algorithms. It inspires travel through destination guides and top-ranking lists. With Trip.Best’s global “Best Things to Do” rankings, users can easily discover the most popular travel attractions worldwide, including theme parks, museums, and experiential activities.
In recognition of the efforts of global partners to enhance traveler experiences, awards were presented at the Envision forum to industry leaders. These included top-ranked attractions on Trip.Best, as well as Excellent Partner Awards and Most Promising Partner Awards.
About Trip.com
is a global one-stop travel service provider, accessible in 24 languages across 39 countries and regions and offering services in 35 local currencies. It boasts a vast network of over 1.5 million hotels and flights from more than 640 airlines, covering 3,400 airports in 220 countries and regions worldwide. Its world-class, 24/7 multilingual customer service, along with additional centers in Edinburgh, Tokyo, and Seoul, helps to ‘create the best travel experience’ for millions of customers globally. To plan your next trip, visit .
SOURCE Trip.com
“`