How Are Zhangjiajie and Trip.com Group Boosting the Destination’s Fairytale Charm Globally Highlighting Iconic Attractions Like Yuanjiajie, Tianmen Mountain, and Zhangjiajie Grand Canyon?

Published on January 23, 2025

Zhangjiajie, a breathtaking natural destination in China, is stepping into the spotlight as it partners with Trip.com Group to offer international travelers unique experiences in 2025. The collaboration was officially launched during the “Fairyland Zhangjiajie, Enchanting the World” event held in early January 2025, marking the beginning of an exciting new chapter in the city’s tourism development. This partnership, co-hosted by the Zhangjiajie Municipal Bureau of Culture, Sports, Tourism, Radio & Television and Trip.com Group, is set to enhance Zhangjiajie’s international presence by showcasing its natural beauty and cultural richness to travelers around the world.

Elevating Zhangjiajie’s Global Appeal

The event gathered global travel influencers from 12 countries and regions, including the UK, South Korea, Japan, Spain, Australia, Canada, Belarus, South Africa, Colombia, Nepal, Ukraine, and Hong Kong. These influencers were invited to experience firsthand the stunning landscapes, vibrant culture, and authentic local experiences Zhangjiajie has to offer. With this event, Zhangjiajie aims to solidify its place as one of the top travel destinations of 2025, catering to a growing number of international visitors seeking new and captivating travel experiences.

This collaboration aims to enhance Zhangjiajie’s global visibility by promoting its unique attractions through tailored travel packages and immersive experiences. The partnership focuses on bringing the region’s natural wonders and rich cultural heritage to the forefront, appealing to a diverse range of travelers—whether adventure seekers, culture enthusiasts, or luxury travelers.

Exploring Zhangjiajie’s Iconic Landmarks

The “Fairyland Zhangjiajie, Enchanting the World” event allowed guests to explore some of Zhangjiajie’s most famous landmarks, showcasing its appeal as an adventurous and culturally rich destination. Among the highlights was the Yuanjiajie Area in Zhangjiajie National Forest Park, which famously inspired the floating mountains in James Cameron’s film Avatar. The visitors also experienced Tianzi Mountain, where mystical mountain mists provided a surreal backdrop, and the Zhangjiajie Grand Canyon’s Glass Bridge, one of the highest glass bridges in the world, offering a thrilling view of the abyss below.

For thrill-seekers, Tianmen Mountain’s 999-step Stairway to Heaven and exhilarating zipline rides provided unforgettable adrenaline-filled experiences. Meanwhile, cultural performances, such as the “Charming Xiangxi” Show, gave visitors a glimpse into the region’s traditions. These included the Tujia ethnic group’s emotional “crying wedding” and the famous Xiangxi Corpse-Driving Ritual, adding a unique cultural depth to the region’s offerings.

Crafting Immersive Experiences for Global Travelers

Beyond sightseeing, the collaboration between Zhangjiajie and Trip.com Group is about creating unforgettable, immersive travel experiences. A standout product introduced through this partnership is Trip.com Group’s Country Retreats (Zhangjiajie Manxin Joint Branch), a luxurious yet nature-infused retreat located in the heart of Zhangjiajie. The retreat offers travelers an unparalleled stay, with stunning views of the surrounding peaks and valleys, making it an ideal base for exploring the region’s wonders.

This initiative reflects a growing trend in the travel industry toward more personalized and immersive travel experiences. By offering products that blend luxury with the natural beauty of Zhangjiajie, Trip.com Group and the Zhangjiajie Municipal Bureau are appealing to those seeking an upscale yet deeply connected experience with nature.

Zhangjiajie’s Strategic Vision for 2025 and Beyond

Looking ahead, Zhangjiajie is aligning its tourism strategies with China’s broader tourism development plans. The city’s strategy for 2025 revolves around four key areas: strengthening its brand, innovating marketing strategies, diversifying tourism offerings, and optimizing services. Plans include hosting international events such as the Global Tourism Innovation Week and International Street Dance Week. Additionally, Zhangjiajie intends to collaborate with major international hub cities to develop premium travel routes and introduce new cultural tourism products that attract a global audience.

Moreover, Zhangjiajie is working to improve its infrastructure and tourism services. This includes streamlining customs procedures, enhancing payment systems, improving language services, and upgrading accommodations, dining, and restroom facilities to better cater to international visitors. By focusing on these areas, Zhangjiajie is poised to strengthen its position as a leading tourist destination.

Remarkable Growth in Inbound Tourism

Zhangjiajie has already seen impressive growth in international tourism. In 2024, the city welcomed more than 1.83 million international visitors, a remarkable 166.3% increase from the previous year. This surge in tourism was particularly evident with visitors from 183 countries and regions, which represented 50 more countries than the previous peak. Inbound tourism revenue also saw a significant boost, reaching US$1.008 billion—a 504.3% year-on-year increase.

The Zhangjiajie port handled 532,000 inbound and outbound travelers, cementing its position as a top gateway among non-provincial capital cities in central and western China. This robust growth in inbound tourism reflects the increasing global interest in Zhangjiajie and highlights the potential for even more growth in the coming years, fueled by the city’s strategic initiatives.

Impact on the Global Travel Industry

The partnership between Zhangjiajie and Trip.com Group is expected to have a significant impact on the global travel industry. As Zhangjiajie positions itself as a premier travel destination, it is likely to inspire a surge in interest from international travelers seeking adventure, culture, and unique natural landscapes. The city’s marketing and promotional efforts, combined with the ease of booking through Trip.com Group, will make it easier for travelers worldwide to explore Zhangjiajie’s offerings.

This collaboration also emphasizes the importance of creating tailored travel experiences. As more destinations around the world adopt similar approaches, the travel industry will likely see a shift toward more customized, experience-driven tourism. Zhangjiajie’s focus on high-end vacation experiences and adventure tourism may influence other regions to follow suit, catering to the increasing demand for specialized and immersive travel.