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Transforming Travel through Sustainability: The Journey of Two Changemakers

Every April 22, we celebrate Earth Day, a reminder to protect and cherish our planet. Yet, for some individuals, sustainable living is more than a seasonal reflection; it’s a daily commitment. Meet Wang Zhirong and Zhang Jing, two inspiring figures from rural China who are redefining sustainable travel through their innovative work.

Wang Zhirong: Bridging People and Nature

In the rugged landscape of the Taihang Mountains, Wang Zhirong, manager of the Trip.com Group Country Retreat in Shibanyan, Linzhou, Henan, is leading a transformative journey. The Linzhou Retreat, which opened in 2021, is not just a tourist spot; it acts as a model for regenerative agriculture, emphasizing a harmonious relationship between people and nature.

Wang, originally from Yunnan, envisioned rekindling the connection that modern lifestyles often overlook—our bond with the land. At Linzhou Retreat, the focus transcends merely growing food. "We cultivate connections—connections with the earth, nature, and each other," she describes.

The retreat employs centuries-old agricultural wisdom alongside modern eco-friendly practices. Wang’s initiative is defined by pesticide-free cultivation and an ethos of working gently with nature. This means implementing natural farming methods that help restore soil health, maintain biodiversity, and use compost as a nutrient source.

Visitors to the retreat engage in immersive experiences, from planting tomatoes to harvesting sweet potatoes. This hands-on approach empowers guests to gain a deeper appreciation for sustainable farming and their environment. Following the harvest, local chefs prepare meals using these freshly garnered ingredients, creating a rewarding dining experience.

In 2025, Wang reported that 40% of guests participated in workshops ranging from crafting traditional items like paper figurines to participating in daily farming activities. "When guests cook meals from the vegetables they’ve picked, they develop a profound connection with their food," she notes.

Understanding the need for inclusivity, Wang also pioneered pet-friendly accommodations, recognizing the often-overlooked needs of families traveling with pets. Since launching this initiative in 2025, the retreat has welcomed numerous families with pets, creating a vibrant, welcoming atmosphere for all.

Zhang Jing: Weaving Community and Heritage

Shifting focus to Yinchuan, Ningxia, Zhang Jing is reviving the ancient art of hemp weaving, ensuring that this cultural heritage persists in modern times. As a designated inheritor of this intangible cultural legacy, Zhang is committed to preserving the art form while empowering her community economically.

Zhang’s workshops breathe new life into the craft, aligning it with sustainable business practices. As a Guest Teacher at Trip.com Group Country Retreat, she has launched the “Tianma” line of zero-waste souvenirs crafted from local hemp. These pieces are not merely souvenirs; they represent the rich stories and traditions of the Ningxia region.

Having learned this skill from her grandmother, Zhang transformed her craft into a livelihood for herself and fellow villagers. Over the past nine years, her workshops have trained over 3,000 participants, providing many with stable employment including women and people with disabilities, helping them achieve financial independence.

Zhang’s commitment to sustainability is evident in her practices as well: the hemp used is locally sourced, and all dyes are plant-based, emphasizing a dedication to eco-friendly craftsmanship. "The hemp weaving connects us to our ancestors and nature, creating tangible goods that empower our community," she emphasizes.

A Shared Vision for Sustainable Travel

Wang Zhirong and Zhang Jing's stories highlight a promising direction for travel. Their initiatives reflect broader trends towards inclusivity, cultural preservation, and eco-consciousness in tourism. These efforts are echoed across Trip.com Group Country Retreats in China, where the focus is on offering visitors a glimpse into local life while fostering community engagement.

Through partnerships with organizations like the Global Sustainable Tourism Council (GSTC), Trip.com is committed to sustainable practices in travel. They promote eco-friendly accommodations and highlight lower-emission travel options, reinforcing the idea that travel can be a powerful force for positive change.

In exploring the impactful journeys of individuals like Wang and Zhang, we see how every travel experience can leave a positive legacy—supporting the environment, uplifting local communities, and safeguarding cultural heritage for generations to come.