Trip.com Group launched the TripMates campaign to promote inbound tourism by inviting foreign content creators to travel in China and share their experiences on platforms such as Instagram, TikTok, and YouTube. The program aims to enhance China’s international tourism visibility through user-generated content rather than traditional advertising. So far, 23 participants from countries including Malaysia, Spain, and Uzbekistan have visited destinations like Lishui and Jingdezhen, exploring villages, terraced fields, and traditional crafts. Their posts have generated over 110 pieces of content and 20,000 engagements.