The Trip.com Group has been appointed as a partner of the Nihao! - which translates as "hello!" - China tourism campaign launched by the China International Culture Association.

The organisations have signed a strategic framework agreement which includes producing global promotional videos, building a service platform for inbound travel and organising activities for the campaign.

The Trip.com Group will also collaborate with Chinese cultural centres, tourism boards and other organisations. From 2024 to 2027, the company plans to invest in platform technology, marketing and promotion and product integration to accelerate the development of inbound tourism in China.

The company also confirms it will work with peripheral industries such as e-payment providers on payment facilitation to enhance the inbound tourism process.

China’s steps to improve inbound tourism

On 27 September 2023, the Chinese State Council announced measures to boost tourism. This involved optimising visa and customs clearance policies, increasing international flight capacities and routes to key destinations, and improving inbound tourism products and information services for foreign visitors.

Following the opening of China's borders earlier in 2023 and the lifting of the group tours ban, there has been an increase in the number of China-related bookings made via the Trip.com Group's platforms.

Trip.com data (excluding Hong Kong, Macao, and Taiwan) for October 2023 saw a 98% year-on-year surge in inbound flight bookings, while September and August saw increases of 58% and 89% respectively. 

Seven out of ten hotel bookings made by inbound tourists are for the city of Shenzhen, while two Shanghai hotels rank second and third in the most booked hotel list on the platform.

Trip.com recently launched the China Travel Guide, which includes tourism information such as hotel reservations, travel advice, transport options and payment methods.