Jackie Chan has joined Trip.com Group in shining a global spotlight on Guilin, as demand for slower, experience‑led travel continues to rise.
International flight bookings to the city jumped 75% year‑on‑year in Q1 2026, placing Guilin among China’s fastest‑growing destinations for overseas travellers.
At the company’s “Guilin Night” event, which welcomed more than 3,500 international guests from 78 countries, Chan highlighted the region’s appeal — from its mist‑covered karst mountains to its deep cultural heritage, shaped by communities including the Zhuang, Yao, Miao and Dong peoples. “Guilin reminds me that travel is not only about seeing famous sights, but about connecting with the culture of a destination,” he said.
The actor pointed to the Li River, the Longji Rice Terraces, and the illuminated chambers of Reed Flute Cave as standout experiences that reflect Guilin’s blend of nature, history and tranquillity — qualities increasingly sought by travellers looking to slow down and immerse themselves in local life.
Trip.com Group says the showcase mirrors wider trends across Asia, where visitors are prioritising cultural immersion, nature‑based tourism and hands‑on experiences over traditional sightseeing. At the event, guests explored Chinese intangible cultural heritage through workshops, ancient sports, crafts and performances, culminating in a large‑scale drone show over Guilin’s skyline.
For Chan, Guilin’s power lies in how it makes travellers feel. “People remember the mountains and rivers, but they also remember how the place and culture make them feel,” he said, urging visitors to explore China with curiosity and without rushing.
With global interest rising and Trip.com Group amplifying its profile, Guilin is positioning itself as one of China’s most compelling destinations for experiential and cultural travel.