James Liang is the Co-founder and Chairman of Trip.com Group

In a dynamic era where travel is being reshaped by technology, culture, and sustainability, James Liang, Co-founder and Chairman of Trip.com Group, outlines how innovation is redefining the global tourism experience. From AI-powered personalisation to sustainable infrastructure and culture-led storytelling, Liang’s vision highlights the sectors and strategies unlocking new growth for destinations worldwide.

James Liang is the Co-founder and Chairman of Trip.com Group, one of the world’s leading online travel service providers. A visionary entrepreneur, economist, and thought leader, Liang has played a pivotal role in shaping the global travel industry through technology, innovation, and strategic globalisation.

Since co-founding Trip.com Group (formerly Ctrip) in 1999, Liang has led the company’s evolution from a domestic travel agency into a global platform serving millions of users across more than 200 countries and regions. Under his leadership, the company has consistently championed digital transformation, sustainable tourism development, and cross-industry collaboration.

In addition to his business leadership, Liang is a renowned public intellectual and author, known for his work on demographic economics and innovation policy. He frequently speaks at global forums on the future of travel, sustainability, and inclusive growth. His dual background in technology and social science gives him a unique perspective on how tourism can be a force for global progress and cultural exchange.

Smart Tourism: AI and Digital Transformation

With over 1.7 million tourists actively seeking more personalised and purpose-driven experiences, Liang sees AI and the internet as pivotal to the next generation of travel. Innovations like TripGenie, Trip.com Group’s smart travel assistant, integrate intelligent agents with dynamic content to enhance customer service and marketing, allowing for deeper, real-time engagement between brands and travellers.

Sustainability That Sells

Sustainable investments are not just good for the planet—they make business sense. Liang cites a hotel case study where photovoltaic panels reduced electricity costs per room night by 36 RMB, saving over 72,000 RMB annually. Beyond cost efficiency, being recognised as a low-carbon hotel also boosted sales and conversion rates, proving that eco-credentials translate into competitive advantage.

Tech-Enabled Tourism: The Sphere, Las Vegas

In Las Vegas, The Sphere stands at the frontier of technology-powered experiences. With the world’s largest 16K LED dome, multi-sensory effects, and AI-driven performances, including the acclaimed Afterlife EDM series, the venue is setting new standards in immersive tourism. Liang highlights this as an example of how AI, live entertainment, and architectural innovation can come together to transform destination appeal.

Culture-Driven Impact: Grand Egyptian Museum

Cultural mega-projects are also capturing travellers’ imagination. Cairo’s Grand Egyptian Museum (GEM), which began trial operations in October 2024, is now the world’s largest archaeological museum. Featuring digital reunifications of scattered artefacts through its “Project Revival”, the museum connects heritage and innovation. The results are tangible: Trip.com Group data shows +125% YoY increase in Cairo bookings, with Egypt’s total travel numbers hitting a five-year high.

Art and Interactivity: Zigong Lantern Festival

In China, the Zigong Lantern Festival fuses ancient tradition with cutting-edge design. Celebrating its 30th edition, it featured AI-powered lanterns capable of real-time dialogue and kinetic installations with mechanical animation. The festival drew over 450,000 visitors, making Zigong the fastest-growing destination in Sichuan Province (+41% YoY). According to Liang, this demonstrates the power of art-enabled innovation in creating high-impact, shareable tourism experiences.

Investing in the Future: Trip.com Group’s Innovation Commitment

Looking ahead, Liang has spearheaded the launch of the Trip.com Group Tourism Innovation Fund, a $100 million USD initiative to drive sustainable, stakeholder-friendly tourism development. In parallel, the Tourism Innovation Award will offer $1 million USD annually to celebrate visionary leaders shaping the future of global travel.

“This is a moment for the travel industry not just to recover, but to reinvent,” says James Liang. “At Trip.com Group, we’re investing in the innovators who are creating new ways to experience the world—responsibly, creatively, and at scale.”

With this dual approach of investment and recognition, Trip.com Group is building an ecosystem where cross-industry collaboration, local culture, and advanced technology come together to fuel long-term tourism growth.