AI and content are reshaping attractions and tours at Trip.com Group’s Global Partner Forum | News
Trip.com Group, a leading global travel services provider, explored the future of the Attractions & Tours (A&T) sector at the Attractions & Tours Global Partners Forum, part of the Group’s annual Envision.2026 conference.
The event, held at the prestigious Shanghai Concert Hall, brought together partners including attraction providers and travel industry KOLs to explore how technological innovation, experience enhancement and global collaboration are reshaping the rapidly changing travel and attractions industry.
Powering smarter travel experiences with AI
Mr. Jim Ji, Vice President of Trip.com Group and CEO of Attractions & Tours, emphasized that advances in Artificial Intelligence (AI) are reshaping the competitive landscape of the attractions and tours industry. As travelers increasingly transform the way they discover information, make decisions and complete bookings, competition is shifting from traditional inventory and distribution advantages to a broader focus on customer experience, operational efficiency and global coordination.
In his keynote, “Borderless • Reform • Synergy,” Mr. Jim Ji noted that “AI is not just a tool – it is a fundamental enabler for creating a smarter, more personalized travel experience.”
He further explained that AI is being used to help attraction providers better understand customer preferences and enable more accurate matching between products and users. By applying AI to product presentation, content discovery, service fulfillment, and experience delivery, the industry is moving toward a more intelligent model, better suited to the growing demand for diverse and personalized journeys. These shifts are already impacting traveler behavior. Survey data shows that 29% of travelers have started using AI for trip planning and transportation.
Promoting digitalization across the sector
Mr. Chase Liu, Vice President of Trip.com Group and General Manager of International Business for Attractions & Tours, outlined four key strategies to unlock growth: expand offerings, increase visibility, improve experiences and connect systems. He also noted that travelers’ decisions are increasingly happening online, pointing out that “being online is not optional. That’s where everything happens.”
Reflecting this shift in traveler behavior, the attractions sector has undergone a broader digital transformation, with operators increasingly adopting smarter ticketing and booking solutions to improve accessibility and operational efficiency.
Creating deeper travel inspiration through content
In addition to technological innovation, the forum also focused on the role of dynamic and engaging content in shaping travel decisions. This is especially important as demand for experience-driven travel continues to grow, signaling a broader shift in traveler preferences toward immersive and memorable activities.
Capitalizing on this trend, Mr. Dylan Dai, Vice President of the Global Trip Community, took the stage to highlight the strategic synergy between Trip.com Group’s content ecosystem and the Attractions & Tours business. He explained how community-driven content is used to guide users from initial inspiration to transaction.
Through personalized content, Trip.com Group platforms help travelers discover experiences that match their interests, from cultural journeys to culinary explorations. By integrating inspiration with seamless booking capabilities, these platforms not only drive higher conversion rates but also build stronger customer loyalty.
Strengthening global partnerships
At the same time, Attractions & Tours strengthened its long-term global partnerships by signing MOUs with eleven overseas partners in Oceania, Europe and Southeast Asia. Trip.com Group will continue to deepen collaborations with global partners to unlock new growth opportunities and build partnerships that go beyond transactions. Closer collaboration in areas such as customer insights, product optimization, technical support, service improvement and international marketing will help attractions gain broader visibility and reach broader audiences around the world. Collectively, these initiatives underscore Trip.com Group’s extensive global attractions network and its commitment to fostering collective growth across regions and destinations.
