Key facts
- Jackie Chan and Trip.com Group are promoting Guilin, China.
- Guilin is highlighted as a destination for nature, heritage, and cultural immersion.
- International flight bookings to Guilin increased 75% year-on-year in Q1.
- This promotion aligns with a growing global trend for slower, experience-led travel.
As global travel patterns shift towards more immersive and culturally rich experiences, destinations like Guilin in China are gaining prominence. This trend is driven by travelers seeking deeper engagement with local heritage and natural landscapes, moving away from traditional mass tourism.