At the main venue event for the 2025 National Day Cultural and Tourism Consumption Month held in Chengdu, Sichuan on September 25, Wang Wei, Senior Vice President of Trip.com Group Limited, announced the launch of "Follow Film and TV to Travel" special tourism routes for National Day and highlighted the company's deep collaboration achievements with government departments in cultural tourism industry upgrading and consumer benefit promotion, injecting strong momentum into the National Day holiday cultural tourism market.
Wang Wei mentioned that Trip.com's "Ctrip Exhibitions" business currently connects over 1.5 million global accommodations, more than 600 airlines, and tens of thousands of entertainment and event resources, forming an integrated "exhibitions + travel" service model. In 2024, the business averaged over 14,000 online exhibitions daily, climbing to over 20,000 daily in 2025, with cross-city performance audiences accounting for over 80%. This drives comprehensive consumption growth in destination hotels, transportation, and dining. In 2024 alone, the collaboration with partners generated direct revenue exceeding 300 million yuan, demonstrating the precise alignment between the "exhibitions + travel" model and current market demands.
As an important collaborative outcome of this consumption month, the launch of "Follow Film and TV to Travel" National Day special tourism routes represents Trip.com's innovative practice under the joint guidance of the Ministry of Culture and Tourism's Industry Development Department and the National Radio and Television Administration's TV Drama Department. Wang Wei emphasized in the announcement that government policy guidance provides direction for cultural tourism product innovation. Leveraging its content platform advantages and combining "route planning" with "travel hotspots," Trip.com deeply explores filming location resources from popular dramas including "Hometown, Long Time No See," "My Altay," "Minning Town," and "The World," customizing ten distinctive routes that integrate three core features: "immersive experience + local culture + film and TV recreation," corresponding to five major themes including urban life, grassland scenery, and highland sanctuaries, transforming screen scenes into experiential travel projects.
This collaboration model not only responds to the government's development requirements to "promote integration between cultural tourism and film and TV industries" but also creates a synergistic mechanism of "policy guidance + enterprise implementation" through the coordination of government and enterprise efforts, making "Follow Film and TV to Travel" a new hotspot for National Day cultural tourism consumption. Such government-enterprise jointly developed routes ensure accuracy in cultural transmission while leveraging Trip.com's traffic advantages and service capabilities to achieve consumption conversion "from screen to reality," bringing considerable tourism revenue growth to destinations.
Building on strong collaborative mechanisms with government, Trip.com injects robust vitality into the cultural tourism market through substantial subsidies and comprehensive promotion in promoting consumer benefits, delivering exceptional travel experiences for users. Since 2025, Trip.com has actively participated in government cultural tourism subsidy projects, accumulating cooperation with government subsidies exceeding 350 million yuan, combined with over 300 million yuan in independent discounts from Trip.com's promotional platform. This is estimated to leverage destination consumption scale reaching 1.8 billion yuan, benefiting over 5 million users, with cooperation coverage spanning 64 cities and 56 districts and counties across 25 provinces, autonomous regions, and municipalities nationwide.
Additionally, Trip.com continues to increase investment in accommodation "billion-yuan subsidies," having invested over 500 million yuan in discount benefits, creating a "1+1>2" multiplier effect with government consumption subsidies. During this National Day consumption month, Trip.com will further deepen "cultural tourism + multi-format" integrated cooperation with local governments, strengthening linkages between cultural tourism and dining, accommodation, entertainment, and sports sectors. Through government-enterprise collaboration, Trip.com will optimize consumption scenarios and enhance service quality.
Trip.com will continue to adhere to the principle of "government guidance, enterprise leadership, market operation," deepening cooperation with government in customer sourcing, resource sharing, and industry upgrading to contribute corporate strength toward building an "internationally first-class cultural tourism consumption market."