Ctrip, the second largest online travel agency in the world, said it will continue to invest heavily in the United Kingdom’s tourism industry to meet the demands of global travellers.

Attending the China-UK Business Forum, Jane Sun, Ctrip's chief executive officer, spoke on China-UK travel and how big data and technology can help to enhance the travel experience.

“Ctrip is strongly committed to making heavy investment in artificial Intelligence, big data, cloud computing and using technology to promote China-UK tourism to promote international cultural exchange and global peace," she said.

Ctrip in recent years has made efforts in promoting tourism in Europe. The online platform purchased Europe’s meta search Skyscanner at the end of 2016 for $1.7 billion.

Aimed at providing over 300 million registered members with a one-stop travel experience, Ctrip’s cooperation with Skyscanner not only helps to improve services and diversify products but also reflects the benefits of joint efforts and positive business connections with the United Kingdom, Sun said.

Ctrip’s Destination Marketing and VisitBritain have reached a strategic partnership. The two will focus on raising brand awareness and expanding UK product distribution channels, as well as promoting the UK as a destination for Chinese outbound travelers.

From the “2017 China-Europe Tourism Market Data Report”, the United Kingdom is the third most popular country in Europe, with London coming in third as the most popular city in Europe.

With large increase of airline ticket sales and continuous growth of outbound tourist numbers, Ctrip continues to play a crucial role in promoting travel and understanding between the two countries.