Monday, January 22, 2024
Trip.com CEO Jane Sun joins Davos World Economic Forum to address overtourism challenges with global leaders and experts in Switzerland.
Trip.com Group, a prominent global travel service provider, is actively addressing the pressing issues plaguing the tourism industry. CEO Ms. Jane Sun’s noteworthy participation in the panel discussion titled “Apologies, We’re at Capacity: Addressing the Overtourism Challenge” at the prestigious World Economic Forum in Davos, Switzerland, underscores this commitment. The forum convened influential figures, ranging from political leaders to business luminaries, to collectively tackle the world’s challenges, aligning with this year’s theme of “Rebuilding Trust.”
This significant gathering in Davos comes as the world seeks to establish a new paradigm for sustainable travel in the aftermath of the pandemic. Trip.com Group’s sustainability report revealed that more than 75% of respondents recognize the importance of sustainable travel. Nevertheless, the industry confronts impediments to sustainable tourism, especially as visitor numbers approach pre-pandemic levels. Consequently, destinations grapple with numerous issues, such as preserving cultural heritage, combating environmental pollution, and safeguarding their ecosystems.
At the symposium, Ms. Sun offered her valuable perspectives on the complexities associated with overtourism, effectively involving various key players within the tourism sector. She was a part of a distinguished panel that featured Ms. Sithembile Ntombela, who serves as the Acting Chief Executive Officer of Brand South Africa; Mr. Stephen Cotton, the General Secretary of the International Transport Workers’ Federation (ITF); and Mr. Tony Fernandes, the Chief Executive Officer of Capital A Berhad, which operates AirAsia. Notably, the forum was skillfully overseen by Richard Quest, a prominent anchor and correspondent known for his work at CNN International.
In addition to her panel participation, Ms. Sun held meetings with government officials from various nations to build upon the positive momentum in the travel sector.
“We need to approach the issue of overtourism with a balanced view. Destinations can become overcrowded without proper management, and the overall experience suffers. It’s imperative to find ways for supply and demand to grow sustainably,” said Ms Sun.
Effectively addressing overtourism necessitates the integration of sustainability throughout the travel and tourism industry. Trip.com Group is tackling this challenge through a multifaceted approach, encompassing initiatives that promote sustainable travel practices, enhance infrastructure, and address environmental and social repercussions.
One viable approach involves investing in high-quality tourism to attract visitors to less-explored destinations. Prominent markets like Thailand and Malaysia have embraced the concept of attracting “high-value” tourists to divert demand away from overcrowded hotspots. Simultaneously, other regions aim to diversify tourism by offering distinctive niche experiences unique to less-visited locales. This not only mitigates overtourism but also holds the potential for significant economic gains. Destinations such as Dubai have successfully expanded their wellness tourism industry, estimated to exceed USD 108 billion.
To relieve the strain on popular destinations, another strategy revolves around promoting lesser-known places, often referred to as long-tail tourism. Advances in technology and social media have made marketing approaches focusing on these hidden gems more effective. For instance, Trip.com Group employs content marketing strategies, including e-commerce campaigns and leveraging its social travel platform, Trip Moments, to showcase less-explored areas. An example of this success is the digital campaign highlighting Daegu, a lesser-known destination in Korea, which garnered over 29 million views, resulting in an 87% increase in product sales compared to the previous year.
Furthermore, targeting off-peak travel periods or traditionally low travel seasons can help mitigate overtourism during peak periods. To facilitate this, Trip.com Group offers advanced and flexible booking options to ensure travelers have the freedom to adapt their plans as needed.
The Group is also enthusiastic about collaborating with partners and industry stakeholders to formulate sustainable, long-term solutions.
“The complex challenges of overtourism demand more than quick fixes – it will not be resolved overnight. However, through unwavering dedication from multiple stakeholders, we believe that every effort contributes to shaping a future where travel harmonises seamlessly with sustainable principles. This goes beyond a goal; it’s a powerful commitment to redefine the very essence of responsible travel,” stated Ms Sun.
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