SHANGHAI, CHINA — Zhangjiajie, one of China’s most renowned tourist destinations, has formed a strategic partnership with Trip.com Group to enhance global travel experiences in 2025. Announced at the “Fairyland Zhangjiajie, Enchanting the World” event in January, the collaboration marks a significant step forward in the region’s tourism development.
The event, co-organized by the Zhangjiajie Municipal Bureau of Culture, Sports, Tourism, Radio & Television and Trip.com Group, brought together travel influencers from 12 countries and regions, including the UK, South Korea, Japan, Spain, and Australia. The partnership highlights Zhangjiajie’s captivating landscapes, vibrant culture, and thrilling activities, reinforcing its status as a must-visit global destination for the upcoming year.
Immersive Adventures in Zhangjiajie
This collaboration brings forward a range of travel packages designed to showcase Zhangjiajie’s natural wonders and cultural gems. Influencers were introduced to some of the city’s most iconic landmarks, including the Yuanjiajie Area in Zhangjiajie National Forest Park, known for inspiring the floating mountains in Avatar. Other featured attractions included the mystical Tianzi Mountain, the exhilarating Zhangjiajie Grand Canyon Glass Bridge, and the Tianmen Mountain’s dramatic 999-step “Stairway to Heaven.”
Adventure-seekers enjoyed activities such as ziplining and glass bridge walks, while cultural performances, including the “Charming Xiangxi” Show, offered a glimpse into local traditions, like the Tujia ethnic group’s “crying wedding” and the Xiangxi Corpse-Driving Ritual.
Luxury Meets Nature
In partnership with Trip.com Group, Zhangjiajie also introduces exclusive high-end accommodations, including the Zhangjiajie Manxin Joint Branch of Country Retreats. These luxury lodgings, set against the backdrop of Zhangjiajie’s majestic peaks, provide travelers with a serene and immersive retreat.
Additionally, the newly implemented 240-hour visa-free transit policy for international visitors enhances accessibility to Zhangjiajie, making it easier for global tourists to explore the region.
Tourism Strategies for 2025
Looking ahead to 2025, Zhangjiajie is rolling out a comprehensive strategy to amplify its international appeal. This includes targeted branding campaigns, creative marketing initiatives, diverse tourism offerings, and enhanced visitor services. Upcoming events such as Global Tourism Innovation Week and International Street Dance Week are designed to attract more international attention. The city is also working on streamlining travel experiences, with improvements to customs procedures, payment systems, language services, and accommodations.
Tourism Growth Milestones
In 2024, Zhangjiajie saw significant growth in international tourism, welcoming over 1.83 million foreign visitors, marking a 166.3% year-on-year increase. Tourists came from 183 countries and regions, generating $1.008 billion in inbound tourism revenue, a remarkable 504.3% growth. The Zhangjiajie port processed 532,000 travelers, further establishing the city as a leading destination in central and western China.
Shaping the Future of Travel
With this new partnership, Zhangjiajie and Trip.com Group aim to solidify the region as a key player on the global tourism stage. As Zhangjiajie prepares to welcome more international visitors, it stands ready to captivate travelers with its stunning landscapes, rich culture, and adventurous experiences.
