Trip.com Group co-founder and chairman Liang Jianzhang said on June 1 the company will invest 15 billion yuan in inbound-tourism branding and promotion over the next five years, targeting 200 million international arrivals. Spending will cover celebr

2026-06-01

Trip.com Group co-founder and chairman Liang Jianzhang said on June 1 the company will invest 15 billion yuan in inbound-tourism branding and promotion over the next five years, targeting 200 million international arrivals. Spending will cover celebrity endorsements and offline marketing. Actor Jackie Chan was named Trip.com’s China tourism promotion ambassador; Chan said expanding visa-free access should encourage more visitors to experience China in person.