From AI to Experience: Know How Trip.com Group Is Driving Tourism Innovation at the Global Partner Summit

Published on November 11, 2025

The tourism landscape is rapidly changing, with technology leading the charge. In an exciting development, Trip.com Group has showcased its latest innovations and growth strategies at the Global Partner Summit in Istanbul, Türkiye, a move set to redefine the future of global travel.

Trip.com Group and Türkiye’s Partnership: A Game-Changer for Travel

Held at the Istanbul Congress Centre, the summit highlighted Trip.com Group’s powerful collaboration with the Türkiye Tourism Promotion and Development Agency (TGA). This partnership, established in 2022, has seen remarkable growth, with Trip.com Group leveraging advanced technology and global data to foster new opportunities for travellers. By expanding air connectivity, accommodation options, and tours, the collaboration is transforming how global travellers experience Türkiye.

With over 50% growth in traveller engagement year-on-year, cities like Istanbul, Antalya, and Izmir are fast becoming the must-visit destinations. The expansion of Trip.com Group’s Istanbul office in November 2024 underscores their commitment to bolstering Türkiye’s standing as a global tourism hub.

Driving Innovation: AI-Powered Travel at Its Best

Trip.com Group’s Co-founder and Chairman, Mr James Liang, spoke passionately about the role of artificial intelligence (AI) in the tourism industry. He emphasized that AI is reshaping travel experiences, offering smarter, more personalized journeys for customers. With the launch of Trip.Planner, an AI-driven tool, travellers can now enjoy hyper-personalised itineraries based on real-time data, access to over 20 million points of interest, and seamless integration with transport services. This tool makes it easier than ever for travellers to design their perfect trip.

In addition, Trip.com Group has rolled out a series of content-driven innovations, including Trip.Best, an AI-powered recommendation platform, and Trip.Pulse, a guide for trending events worldwide. Together with Trip.Moments and the Trip Community, these tools enhance the overall travel experience by offering inspiration, travel tips, and tailored recommendations.

Global Travel in 2025: A Vision for the Future

Ms Jane Sun, CEO of Trip.com Group, spotlighted the company’s remarkable growth, with 60% increase in bookings in the first half of 2025. She attributed this success to resilient consumer confidence and global expansion strategies that have adapted to shifting travel trends.

“Travel is evolving,” said Ms Sun. “As consumers seek more meaningful and seamless journeys, we are combining our global reach with local insights and data-driven innovations to deliver inspiring experiences.”

The summit revealed that event-driven travel, such as trips tied to concerts, sports events, and cultural activities, is surging in popularity. With over 10 million customers engaging in event bundles last year, it’s clear that travellers are prioritising experiences that connect them with the world’s most exciting happenings.

A New Era for Global Travel: The Importance of Personalised Experiences

The global travel landscape is constantly evolving, and Trip.com Group is at the forefront of this change. By embracing new market trends and understanding emerging customer demands, the company is reimagining what it means to travel in 2025.

For example, elderly-friendly experiences have been a focus area, with the company seeing a 100% growth in senior travellers. Small private group tours and bespoke, premium experiences are growing in popularity, as high-net-worth travellers seek out more exclusive travel options.

In the business travel sector, Trip.Biz is making waves with its comprehensive solutions suite. Designed to cater to the needs of global enterprises, this suite helps companies craft tailored corporate travel programmes with localised support across over 30 markets by the end of 2025.

Trip.com Group’s Role in Strengthening Asia-Europe Ties

A central theme of the summit was the Asia-Europe collaboration between Trip.com Group and the Türkiye Tourism Promotion and Development Agency. The expanded partnership is opening new possibilities for travel, with innovations like local experiences, attraction tickets, and comprehensive tourism packages powered by Trip.com Group’s data and technology.

By enabling seamless connectivity between Asia and Europe, this partnership is transforming the travel industry. As Ms Sun mentioned, the goal is to “create new possibilities for travellers around the world to discover and experience inspiring destinations like Türkiye.”

Türkiye’s Growing Importance in Global Tourism

Türkiye’s growing importance as a global tourism destination was highlighted throughout the summit. The country has been a key player in the broader Asia-Europe travel corridor, providing unique cultural experiences, world-renowned attractions, and unparalleled natural beauty.

For travellers looking for an authentic experience, Türkiye offers everything from the ancient ruins of Ephesus to the stunning beaches of Antalya and the vibrant cultural scene of Istanbul. With Trip.com Group’s expanded offerings, travellers can easily book tailored packages that combine flights, accommodation, and local experiences.