Trip.com Group Connects Asia’s Travel Leaders with China’s Expanding Regional Tourism

International

The NIHAO! CHINA 2025 Asian Tour Operators’ Program concluded successfully, bringing together more than 100 leading tour operators from across Asia.

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.