BEIJING, Nov. 23 (Xinhua) -- Innovation is a key feature of China's tourism industry and will drive the sector's sustainable growth along with continuous market opening-up, according to the CEO of China's largest online travel agency (OTA).
China enjoys certain advantages as a latecomer in the global tourism sector, such as leveraging advanced digital technologies to innovate products and services, Jane Sun, CEO of Trip.com Group, told Xinhua on the sidelines of the New Economy Forum, which concluded Friday. Sun said many of China's innovative travel practices could be shared in other markets.
Sun is upbeat about the domestic and global tourism market growth prospects despite the economic cooling. "When facing headwinds, innovations rise fast and help one grow stronger."
The company has launched the Baby Tiger Program, giving each business unit autonomy over recruitment and resource allocation to expedite product and service innovation.
In Sun's eyes, the tourism sector would be "more customized, theme-driven and global," while tourism innovation would center on expanding into niche markets and committing to enhancing consumer experiences.
The OTA giant has announced a future strategy focusing on offering high-quality services and providing innovative solutions. Last month, it changed its official name from "Ctrip.com International, Ltd." to "Trip.com Group Limited" in a move to further expand its reach.
Its latest quarterly earnings report showed that the international hotel business, excluding Greater China destinations, grew 50 percent year on year in Q3 this year, while the company's international air ticketing volume maintained triple-digit growth for the 12th consecutive quarter.
The group also has an eye on introducing and serving more overseas travelers to China.
Sun asked several foreign attendees what they thought about China during the forum. "Some were 'pleasantly surprised' by China's modernity and beauty besides its culture and history, and said they should have come earlier or more often."
Despite a booming outbound travel market, China still faces a comparatively small inflow of overseas visitors. The inbound tourism market for China is still much untapped and "huge in growth potential," Sun said.
Sun believes continuous efforts to facilitate visas, transport, accommodation and other travel services for foreigners, coupled with an appealing national branding strategy and customized, one-stop services, will turn China into an inbound travel hub.
"China is friendly, innovative and has much to offer," Sun said.
