Trip.com Group launched its Asia Live Streaming Center in Bangkok to showcase Thailand’s tourism offerings through daily live streams.

The facility will initially broadcast content in Thai on Trip.com Thailand’s social media channels and plans to introduce English-language streams for international audiences. 

Trip.com Group intends to partner with hotels, local attractions, and businesses in Thailand to feature travel products and deals during these broadcasts.

“The new live streaming center aims to capitalize on Thailand’s active social media user base and status as a top travel destination in the region,” Bo Sun, Chief Marketing Officer at Trip.com Group, said in a press release. 

The company sees potential in leveraging live streaming to engage with travelers and elevate tourism in Asia following Thailand’s recent fall in the tourism ranking.

The center’s content will focus on high-quality products, including offerings listed on Trip.Best, a ranking list on Trip.com that helps global travelers select top experiences in various destinations. 

Livestreams will also promote Trip.com’s double-digit mega sale campaigns scheduled for September 9 and November 11.

Trip.com’s Broader Strategy

Trip.com Group plans to expand this live-streaming initiative to other Southeast Asian markets in Q1 2025, aiming to reach additional markets where the format gains traction.

The launch builds on the success of Trip.com Group’s previous live-streaming efforts. In 2023, the company’s “Super World Trip” livestream series debuted in Thailand, resulting in over 20,000 hotel room-night bookings. 

Trip.com claims subsequent streams in Tokyo, Singapore, Seoul, and Hong Kong also drove significant inbound travel demand.

This initiative is part of Trip.com Group’s BOSS Live Series, led by co-founder and Executive Chairman James Liang. The series, which began in 2020 to support the travel industry during the pandemic, has become a marketing strategy for the tourism sector.