Trip.com Group has called for public and private stakeholders to strengthen collaboration to unlock new growth potential for the global tourism sector.

Speaking at the World Economic Forum (WEF) Annual Meeting 2025 in Davos, CEO Jane Sun emphasized that the industry faces the challenge of ‘unbalanced tourism’ rather than merely over-tourism. Ms. Sun mentioned that popular cities in Europe are experiencing over-crowding, leading to local resident pushback. The discussion included how companies like Trip.com can entice tourists to explore alternative destinations.

“In the past, language barriers tended to confine tourists to the best-known destinations, leading to unbalanced growth across regions,” said Ms. Sun. “Today, travellers equipped with technology are more willing to venture beyond traditional hotspots for unique experiences.”

She suggested that staggered marketing strategies around regional holidays could help alleviate pressure on travel infrastructure.

The travel sector is increasingly focused on building resilience as global travel recovers to 99% of pre-pandemic levels. Ms. Sun, alongside distinguished panellists including Prime Minister Edi Rama of Albania and Minister of Tourism Ahmed Al-Khateeb of Saudi Arabia, discussed the importance of innovative travel partnerships.

Trip.com is utilizing AI-assisted tools to recommend hidden gems and enhance itineraries, aiming to generate a substantial economic impact projected by the World Travel & Tourism Council in the coming decade. Ms. Sun reaffirmed Trip.com Group’s commitment to creating a more connected and sustainable future.