# AI and Content Reshape Attractions & Tours at Trip.com Group's Global Partner Forum

- Link: https://www.thailand-business-news.com/pr-news/ai-and-content-reshape-attractions-tours-at-trip-com-groups-global-partner-forum
- Published: 2026-05-29T18:21:00+07:00
- Author: PR Newswire

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SHANGHAI, May 29, 2026 /PRNewswire/ — Trip.com Group, a leading global travel service
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.

Held at the prestigious Shanghai Concert Hall, the event brought together partners,
including attraction providers and travel-sector KOLs, to examine how technological
innovation, experience enhancement, and global collaboration are reshaping the fast-
moving travel and attractions industry.

**Driving Smarter Travel Experiences with AI**

Mr Jim Ji, Vice President of Trip.com Group and CEO of Attractions & Tours, emphasised
that advances in artificial intelligence (AI) are reshaping the competitive landscape
of the attractions and tours industry. As travellers increasingly change the way
they discover information, make decisions, and complete bookings, competition is
shifting beyond traditional inventory and distribution advantages toward a broader
focus on customer experience, operational efficiency, and global coordination.

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In his keynote, "_Boundless • Reshape • Synergy_", Mr Jim Ji noted that "AI is not
just a tool — it is a fundamental engine for creating a smarter, more personalised
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 across product presentation, content discovery, service fulfilment,
and experience delivery, the industry is evolving into a more intelligent model,
better aligned with growing demand for diverse and personalised journeys. These 
shifts are already influencing traveller behaviour, with [survey](https://www.mckinsey.com/~/media/mckinsey/industries/travel/our%20insights/remapping%20travel%20with%20agentic%20ai/remapping-travel-with-agentic-ai_final.pdf)
data showing that 29% of travellers have started using AI for itinerary planning
and transportation.

**Advancing Digitalisation Across the Sector**

Mr Chase Liu, Vice President of Trip.com Group and General Manager of International
Business for the Attractions & Tours, outlined four key strategies to unlock growth:
expanding offerings, amplifying visibility, enhancing experiences, and connecting
systems. He also observed that travellers’ decisions are happening online more often,
pointing out that "Being online is not optional. It’s where everything happens."

[[

Reflecting this shift in traveller behaviour, the attractions sector has been undergoing
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**

Alongside technological innovation, the forum also focused on the role of dynamic
and engaging content in shaping travel decisions. This is especially important as
the demand for experience-driven travel continues to grow, pointing to a broader
shift in traveller preferences toward immersive and memorable activities.

To capitalise on this trend, Mr Dylan Dai, Vice President of the Global Trip Community,
took to 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 being leveraged to guide users from initial inspiration straight through
to transaction.

Through personalised content, Trip.com Group’s platforms help travellers discover
experiences that align with their interests, from cultural tours to culinary explorations.
By integrating inspiration with seamless booking capabilities, these platforms not
only drive higher conversion rates but also foster stronger customer loyalty.

**Strengthening Global Partnerships**

At the same time, Attractions & Tours reinforced its long-term global partnerships
by signing MOUs with 11 overseas partners in Oceania, Europe, and Southeast Asia.
Trip.com Group will continue to deepen collaboration with global partners to unlock
new growth opportunities, building partnerships that go beyond transactions. Closer
cooperation in areas including customer insights, product optimisation, technical
support, service enhancement, and international marketing will help attractions 
gain broader visibility and reach wider audiences worldwide. Collectively, these
initiatives highlight Trip.com Group’s extensive global attractions network and 
its commitment to fostering collaborative growth across regions and destinations.

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