Trip.com Group Announces the 2025 Global Tourism Innovation Awards Winners

Trip.com Group, a global provider of online travel services, has unveiled the final ten projects honored in the 2025 Global Tourism Innovation Awards. This distinguished award acknowledges innovative initiatives within the tourism industry worldwide, aimed at promoting sustainable and enriching travel experiences. Among the winners is the immersive "Mori Building Digital Art Museum: Epson TeamLab Borderless" located in Minato, Tokyo.

Image Source: TeamLab

This museum uniquely merges art and technology, capturing the interest of both domestic and international tourists. It has also ranked highly in Tokyo's night activity category on Trip.com’s travel rankings, "Trip.Best." Visitors find themselves enveloped in a boundless world of art that inspires awe and wonder, establishing it as a must-see destination in Tokyo.

Four Trends Shaping Tourism Innovation

The awards evaluated projects based on four key trends in innovative tourism experiences:

1. Immersive Technologies: Experiences Beyond the Boundaries of Entertainment and Art

Advancements in technology have led to the emergence of tourism experiences that engage all the senses. Utilizing virtual reality, projection mapping, and AI performances, new spaces blend reality with the virtual, leaving visitors with lasting impressions. Notable examples include Tokyo’s TeamLab Borderless, where interactive artworks respond to viewers' movements, giving them a sense of being part of the art. Similarly, London’s ABBA Voyage utilizes holographic technology to enchant fans with a next-generation live experience.

These efforts provide travelers with new discoveries and stimulate imaginative spaces, driving the fusion of art, entertainment, and tourism.

2. Tourism Revitalization Through Social Media Trends: Sacred Pilgrimages Bridging Digital and Physical Worlds

In recent years, viral spots featured on social media and short videos have spurred a desire among travelers to visit these locations in person. Beautiful landscapes, photogenic spaces, and unique designs soar in recognition, driving increased traffic to tourist sites globally.

The Starfield Library in Seoul captivates visitors with its towering bookshelves, dubbed the "Forest of Books" on social media. At London’s Kings Cross Station, fans of Harry Potter line up at Platform 9¾ for photo opportunities. China’s Chengdu Giant Panda Breeding Research Base has attracted countless visitors eager to see the adorable pandas, further boosted by viral videos showcasing their antics.

Social media has become a powerful catalyst for turning dreams into real actions, effectively increasing the popularity of tourist destinations.

3. Pursuit of Sustainable Travel: Memorable Experiences with Environmental Considerations

With the issues of over-development and environmental impact becoming global concerns, there is a growing expectation to provide high-quality experiences while minimizing environmental effects. The Shebara Resort in Saudi Arabia features villas floating above coral reefs, highlighting a commitment to environmental preservation. Further, "Desert x AlUla" presents art installations amidst vast desert landscapes, sparking thought about the value of natural environments.

Travelers’ attitudes are shifting, as evidenced by Trip.com Group's recent consumer survey, which indicates that consideration for nature protection and cultural preservation is increasingly significant when choosing travel destinations. Sustainability is emerging as a key factor contributing to both traveler satisfaction and the continuous development of tourist sites.

4. Increasing Demand for Cultural Experiences and Historical Tourism: Deep Travel and Authentic Encounters

In the wake of the pandemic, there has been a noticeable shift away from superficial tourism towards deeper connections with local history, culture, and lifestyle. More travelers are seeking enriching experiences that provide a greater sense of satisfaction and memorable moments by understanding the cultural backdrop of their destinations.

The Dollywood Park in Tennessee integrates local music, culinary traditions, and thrilling attractions, earning accolades from families and culturally curious visitors. Similarly, Japan is witnessing a surge in demand for experiential content combining local arts and cuisine, suggesting that cultural tourism will continue to gain importance.

With a growing need for immersive travel experiences that highlight cultural values, numerous facilities were recognized for their contributions.

List of Awarded Projects (in no particular order)

- Afterlife Show Sphere (Las Vegas, USA)
- Starfield Library (Seoul, South Korea)
- Dollywood (Pigeon Forge, USA)
- Shebara Resort (Umluj, Saudi Arabia)
- Mori Building Digital Art Museum: Epson TeamLab Borderless (Tokyo, Japan)
- Kings Cross Station (London, UK)
- Desert x AlUla (Al Ula, Saudi Arabia)
- Grand Egyptian Museum (Giza, Egypt)
- Chengdu Giant Panda Breeding Research Base (Chengdu, China)
- ABBA Voyage (London, UK)

Each of the awarded projects will receive a prize of $60,000 (approximately ¥8.8 million) in recognition of their innovative contributions to the tourism industry. By supporting innovations that bring new perspectives and creativity to tourism, Trip.com Group continues to deliver the next exciting travel experiences to travelers worldwide.

About the Global Tourism Innovation Awards

The Global Tourism Innovation Awards are presented during Trip.com Group's global partner conference, "Envision 2025," aimed at promoting innovation and sustainable development within the global tourism industry. With a total prize pool of $1.4 million, Trip.com Group is committed to supporting forward-thinking initiatives that shape the future of travel.

About Trip.com Group

Trip.com Group (NASDAQ: TCOM) is a leading global provider of travel services encompassing brands such as Trip.com, Ctrip, Skyscanner, and Qunar. Our comprehensive one-stop service offers a wide range of travel products through a mobile app, website, and 24/7 customer support. Established in 1999, Trip.com Group went public on NASDAQ in 2003 and later listed on the Hong Kong Stock Exchange in 2021 (9961.HK). Our mission is to provide the best travel experience for everyone, establishing us as one of the best-known travel service groups globally. Follow us on: X, Facebook, LinkedIn, YouTube, and book your airline tickets at great rates on Trip.com!