Tourexpi
Travel
trade representatives from over 10 countries participated in the initiative,
experiencing one of four curated tour routes designed to showcase China’s
diverse regional tourism strengths.
The
four thematic routes included:
·
Scenic Landscapes Tour – Suzhou →
Huangshan → Ningbo
·
Ancient Capitals & Culture Tour –
Jinan → Anyang →
Handan
·
Mountains & Rivers Discovery Tour
– Zhangjiajie → Guilin →
Changchun
·
Colourful Silk Road Tour – Quanzhou →
Dunhuang → Zhangye
These
immersive itineraries enabled international operators to connect directly with
local stakeholders, explore China’s wide-ranging tourism products, and gain
first-hand insights into the country’s growing inbound travel opportunities.
Organised
by the Bureau of International Exchange and Cooperation of the Ministry of
Culture and Tourism, and co-hosted by Trip.com Group alongside 13 partner
cities, the program created new opportunities for regional collaboration in
inbound tourism. Participating cities included Shenyang, Changchun, Ningbo,
Jinan, Handan, Suzhou, Huangshan, Quanzhou, Anyang, Zhangjiajie, Guilin,
Zhangye, and Dunhuang.
The
initiative comes as Asian inter-regional tourism continues to expand. According
to Trip.com Group data, inbound travel bookings to mainland China have grown by
approximately 100% year-over-year, with top source markets including South
Korea, Thailand, Malaysia, and Indonesia.
The
program culminated in the Inbound Tourism Conference, held on August 21, 2025,
in Shenyang under the theme Hearts Toward China, Together for a New Journey.
Senior officials from the Ministry of Culture and Tourism opened the forum,
which focused on building actionable partnerships and accelerating destination
development.
Trip.com
Group supported the program through its global marketing reach, multilingual
operational services, and data-driven insights. By amplifying destinations’
visibility and leveraging industry expertise, the Group ensured the multi-day
initiative delivered meaningful and lasting outcomes for China’s inbound
tourism growth.
Image
Credit: © Trip.com Group
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