Jackie Chan and Trip.com Group are putting Guilin on the map for global travellers, with international flight bookings to the Chinese city surging 75% year-on-year in the first quarter of 2026. The partnership, which positions Guilin as a premier destination for experiential and cultural travel, reflects a broader shift in Asia toward slower, more immersive tourism.
At the recent Guilin Night event, attended by over 3,500 international guests from 78 countries, Trip.com Group showcased the city's unique blend of natural wonders and cultural heritage. Jackie Chan, the group's Global Ambassador for China Travel, underscored the destination's appeal. "Guilin reminds me that travel is not only about seeing famous sights but about connecting with the culture of a destination," Chan said.
Key Attractions and Infrastructure
Guilin's draw lies in its iconic landscapes: the Li River, with its dramatic limestone karsts and traditional fishing villages; the Longji Rice Terraces, which shift colours with the seasons; and the surreal Reed Flute Cave. Adventure seekers can head to Ruyi Peak for its aerial park, while history buffs explore Solitary Beauty Peak and the Jingjiang Princes Palace. The Impression Liu Sanjie performance, directed by Zhang Yimou, features 600 performers in a natural amphitheatre setting.
The 75% booking spike signals growing confidence in Guilin's accessibility and appeal. Airlines serving the region include China Southern, Air China, and Hainan Airlines, with direct routes from hubs such as Hong Kong, Shanghai, and Beijing. The city's two airports—Guilin Liangjiang International Airport and Guilin Qifengling Airport—have seen increased capacity to meet demand.
For travel professionals, Guilin's rise mirrors trends seen in other secondary Chinese cities. As BWH Hotels launches six detour destinations to combat overtourism, Guilin offers a model for balancing visitor growth with cultural preservation. The destination's focus on slow travel aligns with what SO/ Maldives CEO Olivier Moies-Delval describes as conscious travel demand.
Jackie Chan's involvement adds star power, but the campaign's substance lies in data. Trip.com Group's platform data shows that searches for Guilin accommodations and tours rose 120% in Q1 2026 compared to the same period last year. The average length of stay for international visitors has increased to 4.5 nights, up from 3.2 nights in 2025.
For tour operators and agents, Guilin represents an opportunity to package multi-day itineraries that combine nature, culture, and adventure. The city's MICE infrastructure is also expanding, with venues like the Guilin International Convention and Exhibition Center attracting corporate events. As Hanoi's Vietnam Exposition Centre targets the global MICE market, Guilin is positioning itself as a competitor in the region.
The campaign's success underscores the importance of celebrity endorsements in destination marketing. Trip.com Group's use of Chan as a global ambassador has driven engagement across social media and booking platforms. The company's AI-driven distribution tools, similar to those in the HBX Group and Dida Holdings seven-year AI distribution pact, have helped target high-value travellers.
For hoteliers, the surge in bookings is a call to action. Properties such as the Shangri-La Guilin, the Li River Resort, and the Guilin Park Hotel are reporting occupancy rates above 85% for the first half of 2026. Luxury operators are eyeing the market, with brands like Aman and Six Senses rumoured to be scouting locations near the Li River.
Chan's advice to travellers—to explore beyond China's major cities—resonates with industry trends. Guilin's success could inspire similar campaigns for other secondary destinations in China, such as Zhangjiajie, Lijiang, and Huangshan. For now, the city's 75% booking jump is a clear signal: Guilin is no longer a hidden gem but a mainstream contender in global tourism.
