Thomas Cook and Fosun, the leading Chinese investment conglomerate, have officially launched Thomas Cook China at an event in Shanghai.

Thomas Cook China, or Thomas Cook 托迈酷客, is a joint venture between Thomas Cook and Fosun.

It opened its offices in Shanghai in October 2015 and aims to be a full service travel company, offering inbound travel to and within China, as well as holidays and tours for Chinese customers looking to travel to destinations around the world.

Thomas Cook China’s focus is on the growing Chinese travel market, as Chinese consumers start to move away from traditional group tours towards more premium, personalised experiences.

Through its website, Thomascook.com.cn, Thomas Cook 托迈酷客 today has launched 90 unique holiday products across over 40 destinations including South East Asia, Europe and the Americas.

Addressing media at the launch event in Shanghai, Thomas Cook China managing director, Reto Wilhelm, said: “We have made excellent progress with our plans and we’re pleased to officially launch the Thomas Cook brand in China.

“There is a great opportunity to bring our strengths and experience to this exciting market, offering customers a reliable travel company providing unique, personalised holidays delivered by knowledgeable travel professionals who put customers at the heart of what they do.”

In addition, by collaborating with Thomas Cook in its markets across Europe, the joint venture seeks to promote China as a destination for global leisure and corporate customers.

This includes tailor-made tours and new and innovative travel routes for leisure travellers, as well as catering for the growing meetings, incentives, conferences and events market.

Peter Fankhauser, chief executive, Thomas Cook, was also at the event, adding: “As we enter this highly competitive market, I am confident that the combination of Fosun’s fantastic local knowledge and Thomas Cook’s travel experience and 175-year brand heritage is a winning one.”