Tourism growth reaches communities beyond destinations

As international travelers return to China and domestic tourism continues to expand, the benefits of travel are increasingly reaching destinations, local businesses and communities, according to Trip.com Group's latest sustainability report.

The report highlights how the travel industry is moving beyond simply increasing visitor numbers toward building a more inclusive and sustainable tourism ecosystem.

The report focuses on four areas — community, family, business ecosystem and environmental responsibility — and outlines Trip.com's efforts in inbound tourism services, rural tourism development, travel safety and low-carbon travel.

As China's inbound tourism market recovers, improving travel convenience for overseas visitors has become a key focus for industry players.

In 2025, Trip.com served 20 million inbound travelers to the Chinese mainland, covering visitors from 83 countries and regions and generating about $24 billion in related consumption, according to the report.

The growth has also benefited tourism operators. As of May 2026, more than 150,000 hotels in China had received inbound bookings through Trip.com, with nearly 70,000 welcoming international guests for the first time.

To address practical challenges faced by foreign visitors, the platform has expanded its multilingual services. More than 290 scenic areas have introduced multilingual self-service ticket machines, while over 170 scenic spots have developed multilingual websites with Trip.com's support.

The company's free half-day city tours, launched in 2024 and expanded in 2025, have also become a way for overseas travelers to experience local culture and daily life. By May 2026, the program had welcomed more than 30,000 visitors from 127 countries and regions.

In Shanghai, Trip.com launched the Taste of China immersive dining experience in August 2025, combining regional cuisine with visual displays and performances. The restaurant has received more than 8,400 visitors from 79 countries and regions as of May 2026.

Beyond major cities, tourism growth is also creating new opportunities in rural areas.

The company's New Farmers Program, upgraded in 2025, focuses on encouraging young people to return to rural areas and participate in tourism development.

The report shows that Trip.com's resort farms have helped create 51,000 jobs over the past five years through cooperation with related industries.

In Nalati, Xinjiang Uygur autonomous region, a young university graduate has transformed her knowledge of grassland life and ethnic culture into travel experiences for visitors. In Shaanxi's Foping county, nature guide He Xinyue designs wildlife education programs and helps train local employees.

As China's tourism industry enters a new stage of development, the report suggests that sustainability is increasingly becoming integrated into everyday travel choices — from where visitors stay and what they experience to how they move and engage with destinations.