Trip.com Group and Jackie Chan Boost Guilin as Cultural Tourism Surges in China
Event summary
- International flight bookings to Guilin grew 75% year-on-year in Q1 2026.
- Trip.com Group hosted 'Guilin Night' event with 3,500+ international guests from 78 countries.
- Jackie Chan, Trip.com Group's Global Ambassador for China Travel, highlighted Guilin's cultural and natural attractions.
- Trip.com Group's AI-curated ranking list, Trip.Best, featured top Guilin sights like Longji Rice Terraces and Ruyi Peak.
The big picture
Trip.com Group's spotlight on Guilin aligns with a broader shift in Asian travel trends toward slower-paced, culturally immersive experiences. The company's strategic emphasis on promoting Guilin's unique natural and cultural attractions positions it to capitalize on the growing demand for authentic travel experiences. With international flight bookings to Guilin surging 75% year-on-year, the event underscores the potential for regional destinations to attract global travelers seeking meaningful connections with local cultures.
What we're watching
- Destination Diversification
- How Trip.com Group's focus on Guilin will affect its strategy for promoting lesser-known Chinese destinations.
- Cultural Tourism Growth
- Whether the surge in demand for experiential travel in Guilin can be sustained beyond 2026.
- Celebrity Endorsements
- The pace at which Jackie Chan's involvement will drive international bookings to Guilin.