At the World Economic Forum (WEF) Annual Meeting 2025 in Davos, Trip.com Group CEO Jane Sun called for greater collaboration between public and private stakeholders to unlock new growth potential for the global tourism industry. Speaking during the panel discussion “The Way We Will Travel,” Ms Sun and other industry leaders identified “unbalanced tourism” as a key challenge, urging efforts to encourage visitors to explore beyond overcrowded hotspots.
Addressing Unbalanced Tourism
The panel highlighted concerns over “unbalanced tourism,” particularly in Europe, where iconic cities face overcrowding, impacting local communities. Ms Sun stressed the role of travel companies like Trip.com Group in working with policymakers to guide tourists toward alternative destinations.
“Advances in technology and improved access to information mean travellers are increasingly open to exploring lesser-known destinations,” said Ms Sun. She added that targeted government policies and attractive travel packages could redirect visitors to emerging regions, alleviating pressure on popular sites while stimulating local economies.
Ms Sun also suggested staggering travel volumes by aligning marketing efforts with regional holidays, such as Chinese New Year or Christmas, to prevent infrastructure from being overwhelmed.
Recovery and Resilience
Global tourism is rebounding strongly, with the UN World Tourism Organisation reporting a near-full recovery in 2024, reaching 99% of pre-pandemic levels. However, the focus is now on ensuring the sector’s long-term resilience amid emerging challenges.
Ms Sun joined a distinguished panel that included Albania’s Prime Minister Edi Rama, Saudi Arabia’s Tourism Minister Ahmed Al-Khateeb, and EU Commissioner Apostolos Tzitzikostas. Together, they discussed innovative solutions to make tourism more sustainable and inclusive.
Success Stories in Tourism Policy
Highlighting Singapore as a model for public-private partnerships, Ms Sun commended Jewel Changi Airport for transforming air travel into a unique visitor experience. Changi Airport welcomed 67.7 million passengers in 2024, demonstrating how innovative tourism infrastructure can enhance the overall travel experience.
Saudi Arabia’s tourism strategy was also praised, particularly its eVisa programme launched in 2019. The country has seen exponential growth in tourism, with Trip.com Group reporting triple-digit increases in bookings in 2024. Investments in infrastructure and streamlined visa processes have been key to Saudi Arabia’s success.
The Role of Technology
Trip.com Group is leveraging technology to address tourism challenges, using AI-powered tools like TripGenie and Trip.Best rankings to promote hidden gems and extend travel itineraries. These innovations aim to benefit travellers, local communities, and businesses by dispersing tourist traffic and boosting local economies.
With the World Travel & Tourism Council projecting an additional $5 trillion in annual economic value from travel over the next decade, Ms Sun urged a collective effort to maximise this growth through policy, innovation, and investment.
“There is much to be optimistic about as the travel industry stands poised for transformative growth,” said Ms Sun. “By working together, we can ensure tourism continues to deliver positive, lasting impacts for all stakeholders.”
