2025 年，中国入境游市场迎来显著复苏。免签政策扩围与国际航线恢复，推动入境外国人数量快速增 长。但需求端的反弹，也暴露了供给端的结构性短板：境内酒店、景区、旅行社长期依赖内需市场形成的 运营惯性，在多语言服务、外币结算、外籍票务等环节存在系统性缺失。 面对这一短板，多家企业均尝试突破。有的聚焦支付端改造，有的加码海外营销，有的则在供给侧的数字 化基础设施上持续投入。例如携程，将技术资源向供给侧改造倾斜。根据携程披露的数据，截至 2025 年 底，已完成 8000 家商户旅游产品的 16 种语言本地化，为 241 家景区布设支持 16 国语言的智能票务 终端，协助 174 家目的地搭建多语言官网或公众号，并上线 6.3 万个支持外籍游客预订的票种，覆盖国 内头部景点 95% 的票务品类。 在行业观察人士看来，此举不指向短期获客，而是试图补齐入境游供应链的基础缺环。从商户产品本地 化、智能票务终端铺设到目的地多语言官网搭建，表明入境游的竞争壁垒不在获客成本，而在交付能力。 60 亿词翻译，助供给侧数字化改造 面对入境游复苏过程中暴露的供给短板，行业层面的应对正在多个方向同步展开，共同推动入境游市场复 苏。 例 ...

Core Viewpoint - The inbound tourism market in China is expected to see significant recovery by 2025, driven by the expansion of visa-free policies and the restoration of international flight routes, although structural supply-side shortcomings have been exposed [1][15]. Group 1: Supply-Side Digital Transformation - Multiple companies are addressing the supply-side shortcomings in the inbound tourism market through various strategies, including payment system upgrades and enhanced overseas marketing [1][15]. - Ctrip has focused on supply-side digital infrastructure, localizing travel products in 16 languages for 8,000 merchants and deploying smart ticketing terminals in 241 scenic spots [1][15]. - Ctrip's AI translation engine, "Smart Translation Future," is expected to produce 6 billion words of translation annually, covering 25 languages and addressing long-standing language barriers in the tourism sector [2][16]. Group 2: Employment Generation - Ctrip's transformation of group tours into smaller, customized travel experiences has led to the creation of over 50,000 new jobs, with private tour business growing by over 20% in 2025 [7][21]. - The shift towards personalized travel experiences has resulted in an 80% increase in per capita spending, driven by both recovering international tourists and domestic travelers seeking unique experiences [7][21]. - The distribution of new jobs is changing, with over half of the new positions located in lower-tier cities, indicating a shift of resources towards regional service providers [9][23]. Group 3: Role Transition from Channel Providers to Service Providers - Ctrip has invested over 1 billion RMB in inbound tourism, facilitating the reception of 20 million inbound tourists and helping 70,000 merchants receive international orders [11][25]. - The company's financial data reveals a lower profit margin compared to international peers, attributed to high fixed costs associated with multilingual customer service and operational complexities [11][25]. - The transition from a channel-dependent model to a service-oriented approach is essential for the tourism industry, emphasizing the need for reliable service standards and cultural adaptability [14][28].