Trip.com’s Strategic Move to Amplify Southeast Asia Tourism

January 30, 2024

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Trip.com Group Aims to Transform Southeast Asian Tourism — Ms Jane Sun, CEO of Trip.com Group (left), and Prime Minister of Cambodia Hun Manet (right) discuss strategies to enhance tourism in Cambodia.

Trip.com Group has announced a pioneering commitment to bolster the region’s travel industry in a monumental stride toward reshaping Southeast Asia’s tourism landscape. At the heart of this initiative, unveiled at the World Economic Forum in Davos, lies a series of strategic dialogues between Trip.com Group CEO Ms Jane Sun and critical Southeast Asian leaders, including Cambodian Prime Minister Hun Manet and Vietnamese Prime Minister Pham Minh Chinh.

This landmark move by Trip.com Group, a titan in the travel industry, is set to play a pivotal role in driving economic growth and cultural exchange across Southeast Asia. With tourism being a significant contributor to the GDPs of these nations, the World Travel & Tourism Council anticipates the industry’s value to skyrocket to USD 15.5 trillion by 2033, a staggering 50% increase from its 2019 valuation.

The dialogue between Ms Sun and Prime Minister Hun Manet was particularly fruitful, highlighting a shared vision of positioning Cambodia as a premier destination for global travellers. The proposed strategies include offering tailor-made packages for Trip.com Group users, covering every aspect of their journey, and fostering collaborations through workshops and co-developed products. Additionally, leveraging Trip.com Group’s resources, the duo aims to promote “bleisure” travel – a blend of business and leisure – in Cambodia.

Prime Minister Hun Manet expressed his enthusiasm for this collaboration: “The Cambodian government is focused on promoting tourism growth in a post-pandemic world. We are excited to partner with Trip.com Group, particularly in engaging with local partners to enhance our tourism offerings.”

Echoing this sentiment, Ms Jane Sun remarked, “Meeting with PM Hun Manet was a privilege. Our discussions about harnessing Siem Reap-Angkor International Airport’s improved capabilities and our collaboration to craft unique experiences for our users are steps toward unlocking Cambodia’s full tourism potential.”

This initiative comes when Southeast Asia is witnessing a robust upswing in tourism interest and activity. Trip.com Group reported nearly a threefold increase in Gross Merchandise Value (GMV) for the region in 2023 compared to the previous year. Additionally, the booking volume surged by 260.6% during the same period. Cambodia, in particular, saw a 150.3% year-on-year increase in search volume and a 214.2% rise in booking volume.

Phnom Penh, the capital city of Cambodia, emerged as one of the top ten most popular Southeast Asian destinations on Trip.com Group’s platforms in 2023. The data also revealed an intriguing trend: the spontaneity of trips to Cambodia, with the booking window for 2023 remaining comparable to previous years. Furthermore, the average length of stay in the country increased to 11 days last year, up from 7 days in the pre-pandemic era.

Trip.com Group’s bold venture signifies more than just economic growth; it represents a new cultural connectivity and exchange era. As Southeast Asia continues to emerge as a critical player in the global economy, this partnership could catalyze transformative experiences for travellers and locals alike, fostering a deeper understanding and appreciation of the region’s rich heritage.

In conclusion, Trip.com Group’s strategy to augment Southeast Asian tourism is a game-changing move, poised to revolutionize the industry. It’s a testament to the power of collaborative efforts in driving sustainable growth and cultural enrichment, promising a brighter future for the region’s tourism sector and its people.