Monday, January 27, 2025 Global travel services leader Trip.com Group has urged stronger partnerships between public and private stakeholders to unleash new opportunities for the global tourism sector. During the 2025 World Economic Forum (WEF) Annual Meeting in Davos, where leaders from government, business, and civil society gather to address pressing global issues, Trip.
com Group CEO Ms. Jane Sun highlighted the importance of collaboration in reshaping the future of travel. Speaking at a panel discussion titled “The Way We Will Travel,” Ms.
Sun and fellow speakers identified “unbalanced tourism” as a more pressing concern than over-tourism. The panel pointed to Europe as an example, where iconic cities struggle with overcrowding, sparking frustration among local communities. Ms.
Sun emphasized that by working closely with local governments and implementing strategic policies, travel companies like Trip.com Group can encourage tourists to explore lesser-known yet equally captivating destinations, alleviating pressure on popular hotspots. With global travel rebounding to 99% of pre-pandemic levels in 2024, as announced by UN Tourism, the travel and tourism industry is now focused on enhancing resilience and preparing for future challenges.
Contributing to this critical dialogue, Ms. Jane Sun joined an esteemed panel that included Albania’s Prime Minister Edi Rama, Saudi Arabia’s Minister of Tourism Ahmed Al-Khateeb, Avolta AG CEO Xavier Rossinyol, and EU Commissi.