At the World Economic Forum (WEF) Annual Meeting 2025 in Davos, Switzerland, Trip.com Group, a global leader in travel services, emphasized the urgent need for closer public-private collaboration to address challenges in the tourism industry. The session titled “The Way We Will Travel” brought together leaders in government, business, and civil society to discuss global travel trends and solutions to ongoing challenges. Trip.com Group CEO Jane Sun, joined by prominent panelists including Albania’s Prime Minister Edi Rama and Saudi Arabia’s Tourism Minister Ahmed Al-Khateeb, highlighted “unbalanced tourism” as a pressing issue impacting the sector’s long-term growth and sustainability.
Unbalanced Tourism and Its Global Impact
The discussion focused on the phenomenon of unbalanced tourism, where overcrowding in popular destinations creates strain on local infrastructure and backlash from residents. Ms. Sun noted that many traditional travel hotspots in Europe are experiencing excessive tourist volumes, while other equally captivating destinations remain underexplored. She stressed that better collaboration between private enterprises, local authorities, and governments could help divert travelers to less congested areas.
By leveraging technology and crafting attractive policies, stakeholders can encourage tourists to visit lesser-known regional destinations, fostering more balanced tourism and reducing the burden on iconic landmarks. This approach would also help distribute economic benefits more evenly, boosting local economies and communities.
Leveraging Technology and Policy for Balanced Growth
Ms. Sun explained that advancements in travel technology have empowered modern travelers to explore beyond the usual hotspots. With tools like AI-powered trip planners and platforms offering real-time insights, travelers now seek unique and personalized experiences. Governments and tourism authorities, she suggested, could further support this trend by simplifying visa processes, enhancing travel connectivity, and marketing diverse destinations during different cultural holidays.
For example, she pointed to Saudi Arabia’s efforts under Vision 2030, which have dramatically boosted inbound tourism through initiatives like the eVisa program and improved infrastructure. These measures have led to triple-digit year-on-year growth in bookings for Saudi Arabia on Trip.com platforms in 2024, underscoring the potential of policy-driven tourism strategies.
Highlighting Singapore’s Tourism Model
Singapore’s tourism model was spotlighted during the discussion as an exemplary case of public-private partnership. Ms. Sun praised Jewel Changi Airport for transforming the travel hub experience with its iconic attractions such as the indoor waterfall, botanic garden, and extensive shopping and dining options. This innovative approach, coupled with efficient air travel services, makes Singapore a global benchmark for tourism infrastructure that enhances the overall journey.
Experiential Travel: A Growing Global Trend
With the resurgence of global travel to 99% of pre-pandemic levels, the panelists underscored the rise of experiential travel as a dominant trend. Ms. Sun urged destinations to embrace this by creating unique, immersive experiences that resonate with modern travelers. Emerging markets can seize new opportunities by cutting bureaucratic red tape and streamlining entry requirements, such as adopting visa-free policies or online visa systems. These initiatives, she said, could unlock significant economic potential, aligning with forecasts by the World Travel & Tourism Council (WTTC), which predicts the travel sector will generate an additional USD 5 trillion annually within the next decade.
Strengthening Collaboration for Long-Term Growth
Trip.com Group reinforced its commitment to fostering sustainable tourism through its technological innovations, including tools like TripGenie and Trip.Best rankings, which help travelers discover hidden gems and create personalized itineraries. These tools not only enrich traveler experiences but also direct visitors to underutilized destinations, contributing to a more even distribution of tourism flows.
Ms. Sun highlighted the need for continuous investment in talent, innovation, and infrastructure to ensure the industry’s resilience and inclusivity. The panel discussion also called on stakeholders to adopt strategies that share benefits across communities, empowering people and promoting sustainable development.
A Call to Action for Public-Private Partnership
The WEF session served as a platform for industry leaders to align on key strategies for reshaping the global travel landscape. Trip.com Group’s call for deeper collaboration between public and private sectors reflects the shared responsibility of all stakeholders to address challenges like overcrowding, enhance connectivity, and promote sustainability.
By investing in innovative technologies, implementing supportive policies, and fostering community engagement, the global tourism industry can unlock new growth opportunities while ensuring that travel remains a positive force for economic, cultural, and social progress.
The Road Ahead for Global Tourism
As global tourism continues its recovery, the sector is poised for transformative growth. By addressing issues like unbalanced tourism, improving infrastructure, and embracing technology, the industry can ensure a sustainable future that benefits travelers, destinations, and local communities alike. The collaborative efforts showcased at WEF Davos 2025 provide a blueprint for a more inclusive and connected travel industry, inspiring optimism and innovation in the years to come.
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