Trip.com Group Expands Sustainable Tourism with Regenerative Farming and Heritage Craft Initiatives

Event summary

  • Trip.com Group's Country Retreat in Shibanyan, Linzhou, Henan, managed by Wang Zhirong, focuses on regenerative agriculture and pet-friendly tourism, hosting 52 pet-owning families since September 2025.
  • Zhang Jing, a Guest Teacher at Trip.com Group Country Retreat, has trained over 3,000 participants in hemp weaving, providing stable employment for 128 individuals, many of whom are rural women and people with disabilities.
  • Trip.com Group's ESG strategy includes partnerships with GSTC and Travalyst to promote sustainable tourism and lower-emission travel options.
  • The company operates multiple Country Retreats across China, blending cultural preservation and local empowerment.

The big picture

Trip.com Group's focus on sustainable tourism aligns with the growing global demand for eco-conscious travel experiences. By integrating regenerative agriculture and heritage craft preservation into its offerings, the company is positioning itself as a leader in community-friendly rural revitalization. The broader ESG strategy, supported by partnerships with GSTC and Travalyst, underscores the company's commitment to lowering the carbon footprint of travel while empowering local communities.

What we're watching

Scalability of Initiatives
Whether Trip.com Group can replicate the success of its Country Retreats across other regions in China and internationally.
Consumer Demand
The pace at which travelers adopt sustainable and culturally immersive tourism experiences.
Regulatory Alignment
How Trip.com Group's ESG initiatives align with evolving global sustainable tourism standards and regulations.