On December 18, the Trip.com Group Global Partner Summit was held in Abu Dhabi, United Arab Emirates.
James Liang, co-founder and chairman of Trip.com Group, delivered a keynote titled "ESG and Inbound Tourism to China."
Liang shared insights on the company's sustainability initiatives and emphasized the untapped growth potential of China’s inbound tourism market, valued at over a trillion yuan (USD 137 billion). He extended a warm invitation to global partners and tourists from around the world to explore China’s attractions.
James Liang outlined four pillars of Trip.com's unique sustainability strategy:
*Family-friendly initiatives: Encouraging higher birth rates.
*Community-focused programs: Promoting shared prosperity.
*Environmental practices: Addressing global warming.
*Industry contributions: Boosting inbound tourism.
Liang highlighted the underperformance of inbound tourism in China compared to other nations.
“In leading countries like Spain, inbound tourism contributes up to 5% of GDP. In contrast, China stands at only 0.3% (2019 data). Achieving even 1% could add a trillion yuan to the economy, representing over 10% growth in the tourism sector.”
China has implemented open visa policies, including visa waivers for most major countries (except the UK and the US) and a 240-hour transit visa exemption. With most bottlenecks removed, the sector is primed for growth.
“Conditions are ready; what’s missing is the final push,” Liang noted.
James Liang emphasized the need for better international marketing. Trip.com aims to leverage its global presence to promote Chinese tourism overseas, a strategy that has already driven rapid growth for the company’s international brand.
"We hope more Chinese people will travel abroad, and more foreigners will visit China. Together, let’s make the world fall in love with beautiful China," Liang concluded.
