Trip.com Group and Merlin Entertainments are partnering to host marine-focused events at attractions across Asia, including Chang Feng Ocean World Shanghai, Sea Life Bangkok, Sea Life Busan, and the Coex Aquarium in Seoul. The collaboration aims to enhance travel experiences and cater to the growing demand for unique activities. Trip.com Group plans to expand these offerings in the region, which is a key driver of travel growth. The trend towards curated experiences is rising in the Asia-Pacific region, particularly among Gen Z travelers who prioritize experiences over other travel expenses. In Q2 2024, there was a 30% QoQ growth in attractions and activities, with kayaking and scuba diving becoming increasingly popular.