Jackie Chan and Trip.com Group Spotlight Guilin as Demand Grows for Experiential & Cultural Travel in China

Guilin is emerging as a standout destination for nature, heritage and cultural immersion as travelers increasingly seek slower, experience-led journeys. International flight bookings to Guilin rose 75% year-on-year in the first quarter of 2026, ranking the city among China’s fastest-growing hubs for global visitors. Trip.com Group highlighted Guilin's appeal at its Guilin Night event, drawing more than 3,500 international guests from 78 countries and regions. Jackie Chan, serving as the Group's Global Ambassador for China Travel, lent star power to the promotion and underscored Guilin's global pull. Beyond scenery, Guilin's multi-ethnic tapestry—home to Zhuang, Yao, Miao and Dong communities—shapes local life, cuisine and crafts.