Trip.com Group recently announced the appointment of martial arts superstar Jackie Chan as its global ambassador for promoting tourism to China. The company also revealed its five-year target of attracting 200 million inbound tourist visits. James Liang, Chairman of the Board of Trip.com Group, stated in a media interview that China leads in infrastructure and high-tech hardware while offering high cost-effectiveness—advantages not found in many other countries. He emphasized that China should become the top choice for global tourists and expressed confidence in achieving the goal of 200 million inbound tourist visits within five years.
According to the National Bureau of Statistics' "2025 Statistical Bulletin on National Economic and Social Development," China welcomed a total of 154.5 million inbound tourists in 2025, including 35.17 million foreign visitors, representing a year-on-year increase of 17.1%. Inbound tourism consumption reached $131.1 billion, up 39.2% from the previous year, while travel service exports rose to $55.16 billion, a growth of 49.1%.
Liang believes that with concerted efforts across China’s tourism industry, the number of inbound tourists could triple by 2030. This could generate $300 billion in external revenue, accounting for 2% to 3% of GDP. When considering trade surplus and currency appreciation factors, this contribution could reach 5% to 7%. Inbound tourism not only directly boosts travel revenue but also stimulates exports in related service sectors such as healthcare, education, and investment, thereby enhancing China's overall economic strength.
In recent years, Trip.com Group has consistently invested in the inbound tourism sector. The company has built a service platform covering 24 global sites and supporting 39 languages, allowing overseas users to book flights, hotels, and tickets through its PC website and mobile app just as domestic users do. According to Trip.com Group’s 2025 financial report, 40% of its revenue came from international operations. The company served approximately 20 million inbound tourists throughout the year, with a growth rate nearing 100%.
In 2025, Trip.com Group invested over 1 billion yuan to enhance the capacity of industry merchants in handling inbound tourism. These efforts included AI and multilingual technology infrastructure, training in foreign service capabilities, overseas promotion of domestic travel brands, and supporting Chinese companies' international strategies. These initiatives aim to boost China’s service trade volume and promote the standardization and internationalization of the inbound tourism service system.
When discussing the challenges facing China’s inbound tourism development, Liang identified three key issues: First, the digital divide—global digital processing of Chinese tourism products varies, such as differences in how hotels present information to guests from different countries, and some scenic spots lacking multilingual services and payment options. Second, a talent gap—practitioners in inbound tourism lack training opportunities and language skills, making it difficult to meet the needs of foreign tourists. Third, insufficient promotion—foreign tourists have limited understanding of travel opportunities in China and hold outdated perceptions regarding safety and convenience.
Liang particularly emphasized that the biggest challenge for China’s inbound tourism development is not the product offerings but rather international awareness. Previous pain points such as visas and payments have largely been resolved, with China now ranking high in visa convenience. The primary task ahead is continued promotion. "Foreigners still don’t fully realize how good, cost-effective, and convenient China is," he said. Currently, the majority of inbound tourists to China come from Asia, with fewer from Europe and the Americas. Next year, Trip.com Group plans to significantly increase promotional efforts in the European market.
He revealed that, in addition to continuing to promote China’s visa-free policies and tourist attractions at major international hub airports, Trip.com Group will also invite influential global travel bloggers to share their experiences of China on social media. The appointment of Jackie Chan as the global ambassador is intended to leverage his influence to promote Chinese culture and tourism.
Liang expressed strong confidence in achieving the five-year goal of attracting 200 million inbound tourist visits. He stated that Trip.com Group holds certain advantages in the inbound tourism market and will continue to play a leading role. Through promotion, product innovation, and technological investment, the company aims to enhance the international image and competitiveness of Chinese tourism, helping establish China as the world’s premier travel destination. In this process, Trip.com Group itself will also evolve into a globally leading travel platform.
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