Trip.com Plans $2 Billion Marketing Push for China Inbound Travel

Despite advantages such as rich resources and extensive infrastructure, China still faces challenges in attracting more foreign visitors, Trip.com co-founder and Executive Chairman James Liang Jianzhang said Monday at an inbound tourism forum. Photo: VCG

Trip.com Group Ltd. plans to invest approximately 15 billion yuan ($2.2 billion) over the next five years in marketing campaigns aimed at bringing more overseas travelers to the Chinese mainland and helping make it the world’s top tourist destination.

Nasdaq-listed Trip.com will allocate the funds toward brand endorsements, influencer promotions and offline marketing campaigns, co-founder and Executive Chairman James Liang Jianzhang said Monday at an inbound tourism forum in Guilin, Guangxi Zhuang autonomous region.