TRIP.COM(US:TCOM) Zhong Guo Xin Wen Wang·2026-01-23 11:56Core Insights - The article discusses how Chinese culture is gaining global recognition through tourism, with a shift from sightseeing to immersive cultural experiences [1] - The rise of cultural tourism is reflected in increasing demand for experiences such as museum visits, intangible cultural heritage workshops, and traditional performances [1][6] Group 1: Cultural Tourism Trends - The inbound tourism market is transitioning towards cultural depth experiences, with young travelers favoring activities like visiting ancient architecture and participating in traditional crafts [1] - Ctrip reports that by 2025, the number of cultural products such as museums and intangible heritage experiences is expected to grow by 13%, with order volume increasing by over 10% and ticket sales rising by 14% [1] Group 2: Culinary Experiences - The "Taste of CHINA" immersive dining experience in Shanghai caters to international tourists, with over 90% of guests coming from 21 countries across five continents [2] - The restaurant adapts its menu to suit international tastes while incorporating Chinese culinary elements, enhancing the cultural experience through food [2] Group 3: Events and Performances - International events and performances are becoming key avenues for overseas tourists to experience contemporary Chinese culture [3] - The Shanghai Marathon, a candidate for the World Marathon Major, attracted over 4,300 international participants from 91 countries in 2025, with foreign runner participation increasing to 13.3% [5] Group 4: Cultural Heritage and Education - There is a significant shift in overseas tourists' travel preferences towards deep cultural experiences, with Ctrip reporting a 63% increase in multilingual cultural product resources [6] - By 2025, orders for cultural museum tourism products are projected to grow by 220%, with ticket sales increasing by 198% [6] - The demand for intangible cultural heritage experiences is also rising, with ticket sales for such products increasing by 126% and GMV by 70% [6]