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.