Will Trip.com’s (TCOM) Dunhuang Digital Push Along the Silk Road Change Its Inbound Travel Narrative?

• Earlier in 2025, Dunhuang’s cultural and tourism authorities announced a partnership with Trip.com Group to roll out digital upgrades, multilingual services, and curated cultural experiences aimed at boosting inbound tourism along China’s historic Silk Road.
• This collaboration positions Trip.com Group as a key enabler of China’s inbound travel revival, using digital tools and cultural storytelling to deepen international engagement in secondary destinations like Dunhuang.
• We’ll now examine how Trip.com Group’s role in Dunhuang’s digitally enhanced inbound tourism push could influence its broader investment narrative.

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Trip.com Group Investment Narrative Recap

To own Trip.com Group, you need to believe in its ability to convert China related cross border travel into durable, higher margin platform revenue while keeping marketing and tech spending in check. The Dunhuang partnership supports the key near term catalyst of inbound recovery into China by improving on the ground digital services, but it does not materially change the biggest current risk, which is exposure to policy or geopolitical shocks affecting international travel flows.

The most relevant recent announcement here is Trip.com Group’s Q3 2025 update, where management highlighted strong cross border travel momentum, including more than 100% growth in inbound travel bookings. The Dunhuang initiative plugs directly into that theme by deepening the company’s presence in secondary cultural destinations, which could help sustain international OTA volume growth if outbound and inbound demand around China remains resilient.

Yet while these growth drivers are encouraging, investors should also be aware of how rising competition and direct booking tools could eventually pressure Trip.com Group’s commission economics and...

Read the full narrative on Trip.com Group (it's free!)

Trip.com Group's narrative projects CN¥83.3 billion revenue and CN¥23.1 billion earnings by 2028. This requires 13.3% yearly revenue growth and about CN¥5.1 billion earnings increase from CN¥18.0 billion today.

Uncover how Trip.com Group's forecasts yield a $85.81 fair value, a 22% upside to its current price.

Exploring Other Perspectives

Three Simply Wall St Community fair value estimates cluster between US$85.81 and US$146.93, underscoring how far opinions on Trip.com Group can diverge. Against that backdrop, Trip.com’s reliance on China focused cross border travel still ties its performance to shifting geopolitical and regulatory conditions that readers should explore through multiple viewpoints.

Explore 3 other fair value estimates on Trip.com Group - why the stock might be worth just $85.81!

Build Your Own Trip.com Group Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your Trip.com Group research is our analysis highlighting 5 key rewards and 1 important warning sign that could impact your investment decision.
• Our free Trip.com Group research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Trip.com Group's overall financial health at a glance.

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This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

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