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In a vibrant discussion focused on tourism recovery, technology’s role in shaping the industry, and women’s impact on leadership, Jane Sun, CEO of Trip.com Group, and Rosana Morillo, Spain’s Secretary of State for Tourism, shared insightful perspectives during their recent meeting in Madrid.

Traditionally one of the world’s leading travel destinations, Spain is witnessing a robust resurgence in tourism post-pandemic. The nation’s summer season promises to be extraordinary as tourism levels have outpaced the pre-pandemic era. Per the platform’s booking statistics, Barcelona and Madrid rank among the top five summer destinations for Trip.com’s European customers.

However, Spain’s tourism aspirations extend beyond attracting large numbers. Morillo articulates that the focus is on transforming from “mass, sun, and beach” tourism to sustainable, quality experiences. To do so, they aim to encourage travellers to explore Spain’s less frequented yet equally enchanting regions, capitalizing on the nation’s rich cultural tapestry and diverse landscapes.

“Improving the quality of our visitors’ experiences is a key part of our tourism strategy,” Morillo noted. “We want to showcase the lesser-known, off-the-beaten-path destinations Spain offers.”

Trip.com Group aligns with this vision, working diligently to spark interest in Spain’s hidden gems through engaging content marketing strategies. As the pandemic unfolded, the company used influencer campaigns on its travel content platform, launched an official StarHub account for Spain, and created tailored lists to inspire customers to explore Spain.

According to Sun, the newer generation of Chinese tourists, a significant segment of Spanish tourism, seek more authentic, unique experiences. To cater to this shift, Trip.com harnesses its technological capabilities and marketing prowess to provide its customers with inspiring travel suggestions and dependable recommendations.

Indeed, technology’s role in reshaping the tourism sector can’t be understated. Pioneering AI integration into customer service in 2016, Trip.com Group has seen remarkable results. Over 75% of flight and hotel-related issues raised by customers are resolved by an AI chatbot without human intervention.

In a leap further, the company has recently launched “TripGen”, a real-time AI travel assistant that simplifies pre-trip decisions and in-trip arrangements, thus enhancing the overall travel process. “AI isn’t just changing how people buy products, it’s also revolutionising destination development, talent training, and customer service,” Morillo said, endorsing technology’s transformative impact on the industry.

The two leaders also delved into gender equality in the workplace, voicing the need for increased female representation in leadership roles. Morillo, who took over as State Secretary for Tourism in December 2022, emphasised the importance of public sector work and the necessity of gender balance at all management levels.

In support, Sun highlighted that women constitute over half of Trip.com Group’s employees and a third of its middle management. She also shared details of their recently launched Childcare Subsidy program that substantially supports working families, reiterating the company’s commitment to creating a family-friendly work environment.

In conclusion, Sun and Morillo’s conversation illuminated the converging paths of technology, sustainability, and gender equality in shaping the future of the tourism industry. The mission is to transform these insights into action and deliver unforgettable travel experiences to global tourists.