The NIHAO! CHINA 2025 Asian Tour Operators’ concluded successfully, bringing together more than 100 leading tour operators from across Asia. Travel trade representatives from more than 10 countries participated in the programme. Participants experienced one of four curated tour routes across China, each highlighting the country’s diverse regional tourism strengths.
- Route 1: Scenic Landscapes Tour – Suzhou → Huangshan → Ningbo
Benny Wang, Senior Vice President of Trip.com Group, provides insights on China’s inbound tourism at the Shenyang Inbound Tourism Conference
- Route 2: Ancient Capitals & Culture Tour – Jinan → Anyang → Handan
- Route 3: Mountains & Rivers Discovery Tour – Zhangjiajie → Guilin → Changchun Route 4: Colourful Silk Road Tour – Quanzhou → Dunhuang → Zhangye
These immersive itineraries enabled international operators to engage directly with local tourism stakeholders, deepen their understanding of China’s rich product offerings, and gain a first-hand understanding of the opportunities within the country’s inbound travel market.
Organised by the Bureau of International Exchange and Cooperation of the Ministry of Culture and Tourism, and co-hosted by Trip.com Group alongside 13 cities, the initiative created opportunities for attendees to discover new travel routes and strengthen regional collaboration in inbound tourism including cities in Shenyang, Changchun, Ningbo, Jinan, Handan, Suzhou, Huangshan, Quanzhou, Anyang, Zhangjiajie, Guilin, Zhangye, and Dunhuang.
The event highlighted the importance of regional collaboration as Asian inter-regional tourism grows. Trip.com Group’s data shows that inbound travel bookings to the Chinese mainland have surged by approximately 100% year-over-year, with top source markets including South Korea, Thailand, Malaysia, and Indonesia.
Serving as the culmination of Hearts Toward China, Together for a New Journey – NIHAO! CHINA 2025 Asian Tour Operators’ China Trip, the Inbound Tourism Conference was held on 21st August 2025, in Shenyang. Senior officials from the Ministry of Culture and Tourism opened the forum, setting the tone for a day focused on actionable partnerships and destination development.
Trip.com Group supported the programme with global marketing reach, multilingual operational services, and data-driven insights to transform opportunities into actionable tourism offerings. By amplifying destinations’ visibility and providing industry expertise, the Group helped ensure that the multi-day event delivered lasting outcomes for inbound tourism development.
