#China #Shanghai #AI Technology #Trip.com Group #Attractions & Tours

Trip.com Group's Global Forum: The Future of Attractions and Tours

Recently, the Trip.com Group hosted a significant event in Shanghai at the prestigious Concert Hall, where industry leaders gathered to discuss the future of the Attractions & Tours (A&T) sector. This forum, part of the annual Envision.2026 conference, brought together attraction providers, travel influencers, and policymakers to explore how technology is reshaping the travel landscape.

The Role of AI in Revolutionizing Travel Experiences

Jim Ji, Vice President of Trip.com Group and CEO of Attractions & Tours, highlighted the transformative impact of artificial intelligence (AI) on the industry. As travelers evolve in how they search for information and make decisions, the competition is shifting. It's no longer solely about inventory and distribution but now focuses on enhancing customer experiences and operational efficiency.

During his engaging keynote titled "Boundless • Reshape • Synergy," Ji stated, "AI is a fundamental engine for creating a smarter, more personalized travel experience." He elaborated on how AI tools are enabling attraction providers to understand customer preferences better, leading to more tailored matchings of products and visitors. By integrating AI in various stages—product presentation, content discovery, service fulfillment, and experience delivery—the industry is adapting to meet the growing demand for individualized travel options. Recent surveys indicate that approximately 29% of travelers have begun utilizing AI for their itinerary planning, showcasing a significant behavioral shift.

Digital Transformation in Attractions and Tours

Furthermore, Chase Liu, another key figure at Trip.com Group, presented crucial strategies for future growth in the sector. He stressed the importance of expanding service offerings, boosting visibility, improving customer experiences, and enhancing systems connectivity. Liu noted that as travelers increasingly conduct their planning online, meaningful digital transformation is essential for operators.

By embracing advanced ticketing and booking systems, the A&T sector is enhancing accessibility and efficiency, ensuring that attractions can respond effectively to evolving consumer habits.

Engaging Content to Inspire Travelers

The forum also addressed the critical role of dynamic content in driving travel decisions. With rising demands for immersive travel experiences, the content has become indispensable. Dylan Dai, Vice President of the Global Trip Community, discussed the integration of Trip.com Group's content ecosystem with the Attractions & Tours division.

Dai pointed out how community-driven content guides users through every stage of the travel process—from inspiration to transaction. By offering personalized content, Trip.com Group enables users to find experiences that resonate with their interests, whether it’s cultural tours or culinary adventures. This strategic content integration not only increases conversion rates but also strengthens customer loyalty.

Building Global Partnerships for Growth

In addition to focusing on technology and content, Trip.com Group reaffirmed its commitment to global collaboration by signing Memorandums of Understanding (MOUs) with 11 partners across Oceania, Europe, and Southeast Asia. This strategy aims to foster substantial growth opportunities through deeper collaborations that transcend mere transactions.

By pooling resources and knowledge in areas such as customer insights, product optimization, technical support, and marketing, Trip.com Group aims to enhance the global visibility of attractions and better serve a wider audience.

These efforts underscore Trip.com Group's robust network and its dedication to advancing cooperative growth across regions and destinations. The company's vision outlines a future where technology, engaging content, and strong partnerships elevate the travel experience, cementing its position as a leader in the rapidly evolving travel landscape.

In conclusion, the Trip.com Group Global Partner Forum not only illuminated the challenges and opportunities facing the Attractions & Tours industry but also paved the way for innovation-driven collaborations that are set to redefine global travel experiences for years to come.