Trip.com Group successfully held its Global Partner Summit's Attractions & Experiences Sub-Forum in Istanbul, Turkey. During the event, the company officially unveiled its "Global Top 100 Experiences Initiative," collaborating with worldwide suppliers to curate 100 distinctive regional activities across multiple destinations. Additionally, Trip.com will engage 1,000 travel influencers to participate in and promote these experiences, significantly boosting the program's visibility.
Ji Yihua, Vice President of Trip.com Group and CEO of Attractions & Experiences, highlighted during the conference that the sector achieved multi-line growth over the past year. Inbound tourism surged nearly threefold, while international markets saw a 173% increase. The rise of "experience economy" is reshaping travel industry dynamics, with experiential products now accounting for over 40% of Trip.com's offerings—a figure expected to grow further.
Domestically, Chinese attractions are transitioning from scale expansion to quality refinement. Li Zhe, Vice President and General Manager of Domestic Attractions & Experiences, noted that as of October 2025, domestic attraction ticket sales grew 16% year-over-year, with experience-based products soaring 69%, emerging as a key growth driver. Consumer spending shows tiered trends, with both budget-friendly options and premium experiences gaining traction, reflecting the industry's shift toward high-quality development.
Trip.com's "Glocal" strategy combines global resource integration with localized execution. In marketing, 2025 domestic campaigns generated 6 billion impressions for 20,000+ attractions, while overseas channels cover 140 countries/regions through 170+ platforms. The company's data-driven rankings have helped listed attractions increase exposure by approximately 13.5%.
For inbound tourism, Trip.com upgraded its solutions from 1.0 to 2.0, now offering multilingual, multi-channel support. International ticket kiosks in 191 domestic attractions support 16 languages, reducing payment time by 78%. Over 140 attractions have established multilingual official channels, enabling direct bookings via international platforms hosting 20,000 domestic sites and 30,000+ experiences.
Domestic travel trends emphasize fragmentation, small-group formats, and immersive experiences. Popular offerings include cultural workshops, heritage restoration programs, and VIP privileges, with search volume for fragmented experiences tripling year-over-year. Activities like Beijing trolley tours and Hangzhou tea-picking exemplify the demand for flexible, locally rooted options.
Yangshuo exemplifies the "nature-plus-experience" model, where outdoor adventures complement scenic beauty. Trip.com has partnered with 1,000+ domestic attractions to develop 2,000+ premium products, totaling 30,000+ listed experiences.
Looking ahead, Trip.com will leverage its global network—spanning 140 countries/regions and 170+ marketing channels—to create a two-way empowerment system: introducing international tourists to Chinese culture while helping domestic attractions expand globally.