Trip.com Group partners China International Culture Association to promote inbound tourism

Trip.com Group has signed a three-year Memorandum of Understanding (MoU) with the China International Culture Association (CICA) to promote inbound tourism as part of the Nihao! China campaign.  

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

As part of the agreement, Trip.com Group and CICA will promote the Nihao! China campaign on its platforms across 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.

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. 

The partnership will also implement the "Nihao! China" programme, which includes filming and producing global promotional videos and the "Nihao! China" digital communication campaign. 

In addition, Trip.com Group will also collaborate with Chinese cultural centres, tourism boards and other organisations to promote and showcase the unique attractions, experiences, and beauty of China. 

The strategic framework will look to build a service platform for inbound travel and organise 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. 

This move comes as part of the measures to boost tourism set out by the Chinese State Council in September, including optimising visa and customs clearance policies, increasing international flight capacity and routes to key destinations. This alliance is expected to further promote the high-quality internationalisation of China's inbound tourism. 

James Liang, co-founder and chairman of Trip.com Group, 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." 

The move was also built on the consistent increase in the number of China-related bookings made via Trip.com Group's platforms. Trip.com data (excluding Hong Kong, Macao, and Taiwan) saw a significant increase in booking numbers. In October 2023, there was a 98% YoY surge in inbound flight bookings, while September and August saw an increase of 58% and 89%, respectively.   

The top ten most popular cities for inbound travellers (excluding Hong Kong, Macao and Taiwan) saw Shenzhen and Shanghai toppling the list alongside other destinations such as Guangzhou, Beijing, Zhuhai, Hangzhou, Foshan, Xiamen, Zhongshan, and Chengdu.  

Trip.com Group is a global travel service provider comprising of Trip.com, Ctrip, Skyscanner, and Qunar. Trip.com Group believes in the ability of travel to connect different cultures and promote better understanding among people and remains steadfast in its belief that China is poised to enhance and refine its inbound tourism infrastructure and strategy, making it even more enticing to global travellers across the globe.

MARKETING-INTERACTIVE has reached out to Trip.com Group for more information. 

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