--- title: "Trip.Com to Support China in Becoming World's Largest Inbound Tourism Market, Chairman Says" type: "News" locale: "en" url: "https://longbridge.com/en/news/284690484.md" description: "Trip.Com Group aims to attract 200 million overseas tourists to China in the next five years, positioning the country as the world's largest inbound tourism market. The company plans significant investments in Europe to promote Chinese tourism, having already attracted 20 million tourists last year. Strategies include promotional booths at airports, influencer marketing, and appointing Jackie Chan as a cultural ambassador. Inbound tourism is expected to drive China's economic growth, despite challenges like language barriers and limited understanding of China among foreign visitors." datetime: "2026-04-30T04:05:55.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/284690484.md) - [en](https://longbridge.com/en/news/284690484.md) - [zh-HK](https://longbridge.com/zh-HK/news/284690484.md) --- # Trip.Com to Support China in Becoming World's Largest Inbound Tourism Market, Chairman Says (Yicai) April 30 -- Trip.Com Group plans to attract 200 million overseas tourists to China over the next five years, helping the country become the world's largest inbound tourism market, according to the chairman of the Chinese online travel agency. A large share of foreign tourists visiting China is from Asia, so Trip.Com will make hefty investments in the European market to promote Chinese tourism brands and services, aiming to attract more European travelers, James Liang told Yicai in an exclusive interview yesterday. Trip.Com attracted 20 million overseas tourists to China last year, with an average stay of 6.1 days, Liang said. Their spending increased 40 percent compared to 2024, and their activities benefited 150,000 hotels, attractions, and travel agencies. Trip.Com's strategies to achieve this goal include setting up promotional booths at major global airports to highlight China's visa-free policies and tourist attractions, inviting international influencers to experience Chinese tourism products and share their experiences on social media, and appointing movie star Jackie Chan as a cultural ambassador to promote Chinese culture, Liang explained. From a macro perspective, inbound tourism will become one of the key growth drivers of China's economy in the next five to 10 years, as it not only generates direct tourism revenue but also promotes the export of related service industries, such as healthcare and education, he noted. With China continuously expanding its visa-free policy for inbound travelers after the Covid-19 pandemic, its inbound tourism has been experiencing strong growth in recent years. The country welcomed 35.2 million overseas visitors last year, up 31 percent from the previous year, according to data from the National Bureau of Statistics. China, however, still faces several challenges that constrain the development of its inbound tourism, such as the lack of multilingual services and diverse payment methods. In fact, some professionals in the tourism industry lack training, making it difficult to meet the language needs of overseas travelers. Moreover, foreign visitors still have a limited understanding of China, Liang believes. Editors: Dou Shicong, Futura Costaglione ### Related Stocks - [TCOM.US](https://longbridge.com/en/quote/TCOM.US.md) - [09961.HK](https://longbridge.com/en/quote/09961.HK.md) - [AWAY.US](https://longbridge.com/en/quote/AWAY.US.md) - [PEJ.US](https://longbridge.com/en/quote/PEJ.US.md) - [HTGD.SG](https://longbridge.com/en/quote/HTGD.SG.md) ## Related News & Research - [17:19 ETMafengwo and Latin American Online Travel Platform Despegar Explore New Paths for Global Tourism Empowered by AI](https://longbridge.com/en/news/284271784.md) - [Royal Caribbean Sees Cruise Bookings Spike as Concerns Over Iran Ease](https://longbridge.com/en/news/284773935.md) - [As Uber Breaks Into Travel, Is Uber Stock a Buy, Sell, or Hold?](https://longbridge.com/en/news/284639164.md) - [Hilton (HLT) Margin Compression Challenges Bullish Growth Narrative After Q1 2026 Results](https://longbridge.com/en/news/284501545.md) - [Booking Holdings expects Middle East conflict to impact bookings through June](https://longbridge.com/en/news/284441867.md)