Taking place at The Dome, Sydney Showground, Sydney Olympic Park, the summit will focus on the theme "Inbound Travel and Innovation", with particular attention to strengthening Australia-China tourism connections, increasing international visitor numbers and embracing new opportunities in the global travel industry.
The event is expected to provide an important platform for collaboration between Trip.com Group, Australian tourism organisations and industry partners at a time when international tourism continues to evolve.
High-Level Tourism Leaders Gather in Sydney
The summit will feature an impressive line-up of Australian and international tourism leaders.
Welcome remarks will be delivered by Robin Mack, Managing Director of Tourism Australia, and Karen Jones, Chief Executive Officer of Destination NSW.
Keynote addresses will follow from James Liang, Co-founder and Chairman of Trip.com Group, and Jane Sun, Chief Executive Officer of Trip.com Group.
Their presentations will provide insights into international travel trends, tourism investment, innovation and the opportunities emerging from closer cooperation between Australia and major overseas visitor markets.
The participation of senior executives from both Trip.com Group and Australia's tourism leadership highlights the importance of strengthening international partnerships and developing new strategies to attract visitors.
Australia-China Travel Opportunities in Focus
A major discussion at the Trip.com Group Global Partner Summit 2026 will examine changing travel trends between Australia and China.
China remains an important international tourism market for Australia, offering opportunities across leisure travel, business events, education-related travel, family holidays and premium tourism experiences.
Discussions will explore evolving traveller preferences, international visitor growth and ways to strengthen tourism exchange between the two countries.
Digital booking platforms, changing consumer expectations and innovative destination marketing are also expected to feature prominently.
For Australian tourism operators, accommodation providers, attractions and destination marketing organisations, stronger engagement with international travel platforms offers opportunities to reach new audiences and encourage more visitors to experience Australia.
Launch of the ONE VOICE Program
One of the major announcements scheduled for the summit is the launch of the ONE VOICE Program.
The initiative is designed to support a coordinated, whole-of-country approach to promoting Australia in important international markets.
Through joint investment and collaborative marketing campaigns, the program aims to encourage greater cooperation across Australia's tourism industry and present a stronger, more consistent national message to overseas travellers.
A united approach to international destination marketing has the potential to strengthen Australia's competitiveness, increase international awareness and create opportunities for tourism businesses across the country.
The initiative also reflects the growing importance of collaboration between tourism organisations, industry partners and international distribution platforms.
Innovation Shaping the Future of International Tourism
The summit's broader theme of Inbound Travel and Innovation recognises the changing landscape of international tourism.
Technology, digital distribution, artificial intelligence, personalised travel recommendations and online booking platforms are transforming how travellers research, plan and purchase holidays.
For destinations seeking international growth, understanding these developments is increasingly important.
The Trip.com Group Global Partner Summit provides an opportunity for industry leaders to exchange ideas, strengthen commercial relationships and consider how innovation can support Australia's tourism future.
Trip.com Group Global Partner Summit 2026
Theme: Inbound Travel and InnovationDate: Thursday, 19 November 2026
Time: 9.00 am – 12.20 pm
Media registration: 8.30 am
Venue: The Dome, Sydney Showground, Sydney Olympic Park, Sydney, New South Wales, Australia.
About Trip.com Group
Trip.com Group is a leading global travel services provider operating a portfolio of international travel brands and digital booking platforms. Its services connect travellers with accommodation, flights, attractions, tours and other travel experiences around the world. Website: https://group.trip.com/Sydney Showground
Website: https://www.sydneyshowground.com.au/Address: 1 Showground Road, Sydney Olympic Park, New South Wales 2127, Australia.
Telephone: +61 2 9704 1111
The Trip.com Group Global Partner Summit 2026 promises to be an important gathering for Australia's tourism industry, highlighting the opportunities presented by international partnerships, Australia-China travel growth and innovation in the global visitor economy.
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