Empowering Tourism Growth: Trip.com Group Urges Enhanced Public-Private Collaboration at the World Economic Forum

Davos, Switzerland, Jan. 24, 2025 /CNW/ — Trip.com Group, a major player in global travel services, has urged both government and business leaders to work together to boost growth in the tourism industry.

During the World Economic Forum (WEF) Annual Meeting 2025, Trip.com Group CEO, Jane Sun, highlighted that the industry faces the challenge of “unbalanced tourism,” rather than simply over-tourism. Ms. Sun spoke alongside other experts at the panel discussion titled “The Way We Will Travel.”

The panel discussed the impacts of overcrowding in popular European cities, where local residents have begun to push back against excessive tourism. Ms. Sun noted that companies like Trip.com can partner with local authorities to promote less-visited but equally attractive destinations, helping to distribute tourist traffic more evenly.

Ms. Sun explained that in the past, language barriers limited tourists to well-known spots. However, today’s travelers are more equipped with technology and information, making them eager to explore off-the-beaten-path locations. By offering appealing travel options and supportive policies, countries can encourage visitors to experience new regions, which can also help local economies thrive.

To manage tourist numbers throughout the year, Ms. Sun suggested targeting different regions during specific cultural holidays. This strategy could help prevent strain on travel infrastructure during peak times.

After the UN Tourism reported a return to nearly pre-pandemic travel levels in 2024, the industry is now focused on building resilience for the future. Ms. Sun participated in important discussions alongside leaders like Edi Rama, Albania’s Prime Minister, and Ahmed Al-Khateeb, Saudi Arabia’s Tourism Minister.

Ms. Sun praised Singapore’s public-private partnership efforts, which encourage visitors to explore a variety of attractions beyond the usual tourist spots. She pointed out Jewel Changi Airport, known for its stunning waterfall and botanical garden, as a prime example of an airport enhancing the travel experience. With 67.7 million passengers in 2024, it shows how travel hubs can play a significant role in traveler satisfaction.

Emerging tourism destinations must also focus on improving travel connectivity and simplifying entry processes. Ms. Sun emphasized that smoother border procedures can significantly boost visitor numbers, as seen in Saudi Arabia after it launched its eVisa program in 2019. This initiative has led to impressive growth in tourism numbers in the country.

Trip.com Group is leveraging technology to support destinations and enhance traveler experiences. Using AI tools like TripGenie, they recommend hidden gems for travelers looking to explore beyond typical attractions. These efforts aim to create beneficial relationships between travel businesses, tourists, and local communities.

Capturing the projected additional $5 trillion in tourism revenue over the next decade will require cooperation across industries, focusing on policy, innovation, and investment to uplift communities.

With 25 years in travel innovation, Trip.com Group is committed to fostering a more connected and sustainable future. Ms. Sun expressed optimism about the potential for transformative growth in the travel sector. She looks forward to collaborating with peers to ensure that travel continues to benefit all stakeholders involved.

About Trip.com Group

Trip.com Group is a leading global travel service provider, encompassing Trip.com, Ctrip, Skyscanner, and Qunar. Since its founding in 1999, the company has helped travelers make informed decisions for their trips while enabling partners to connect with users through a robust platform that includes apps, websites, and 24/7 customer service. The mission of Trip.com Group is “to pursue the perfect trip for a better world.” For more information, visit group.trip.com.

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Trip.com Group, unbalanced growth, tourism industry, Jane Sun, World Economic Forum, private stakeholders, Changi Airport, local authorities