The ninth edition of the DONG Connection Event concluded in the coastal city of Sanya, marking a significant milestone for China’s high-end tourism sector. Held at the iconic The Sanya EDITION on April 23, 2026, the gathering brought together an unprecedented assembly of global luxury travel stakeholders under the theme “Future Journey, Human Moments.”
Positioned as the first major luxury travel industry event in Sanya following the operational phase of the Hainan Free Trade Port, the forum highlighted China’s growing influence in shaping global tourism trends—particularly in the premium and experiential travel segments.
A Record-Breaking Convergence of Global Stakeholders
The 2026 edition saw participation from 360 luxury hotel groups and international tourism organisations spanning 40 countries and 127 cities. In total, 451 top-tier suppliers and 255 high-end buyers from 229 travel agencies across 30 Chinese cities engaged in the event’s extensive networking and business-matching programme.
With over 20,000 pre-arranged one-on-one meetings—referred to as “Peak Dialogue” sessions—the event facilitated direct collaboration between domestic and international players, reinforcing its role as a critical bridge between China’s outbound luxury travel market and global hospitality ecosystems.
Since its inception in 2018, the DONG Connection Event has evolved into one of the country’s most influential B2B platforms for high-end travel, with this year’s attendance reaching approximately 750 industry leaders, including representatives from globally renowned hospitality brands.
Defining the Future: Technology Meets Human Experience
At the heart of this year’s discussions was the convergence of advanced technology and personalised travel. Delegates explored how artificial intelligence is reshaping luxury tourism, not as a replacement for human expertise but as a tool to enhance it.
Key sessions focused on three defining pillars:
- AI-enabled travel, including intelligent itinerary planning and predictive personalisation
- The creation of emotional value through deeper, more meaningful guest experiences
- Sustainable travel development, with a strong emphasis on ESG (Environmental, Social and Governance) principles
Industry leaders emphasised that the next phase of luxury travel will be driven less by material opulence and more by emotional resonance, authenticity and transformative experiences.
Insights from China’s High-Net-Worth Travellers
A major highlight of the event was the release of the China Luxury Travel Trends Report, developed in collaboration with Dragon Trail. Drawing on insights from luxury hotels, leading travel agencies and high-net-worth individuals (HNWIs), the report provides a detailed snapshot of evolving consumer preferences.
Among its key findings:
- China’s affluent traveller base is increasingly composed of self-made entrepreneurs, with women playing a significant role in travel decision-making
- Demand is shifting toward personal growth, cultural immersion and in-depth exploration rather than traditional sightseeing
- Privacy, exclusivity and hyper-personalised services are becoming essential expectations
- Niche destinations and bespoke experiences are gaining popularity
- Wellness, sustainability and “healing travel” are emerging as major growth drivers
These insights reflect a broader global shift toward experiential luxury—where emotional fulfilment and personal enrichment take precedence over conspicuous consumption.
AI as an Enabler, Not a Replacement
Event leadership underscored the transformative yet supportive role of technology. May Wong highlighted that the future of luxury travel lies in delivering “inner value,” with travellers increasingly seeking emotional connection, wellbeing and meaningful engagement.
Meanwhile, co-founder Bamboo Zhou described artificial intelligence as a powerful enabler—streamlining processes such as booking, preference management and multilingual communication, while freeing travel advisors to focus on high-touch, personalised service.
Recognition and Industry Leadership
An awards ceremony held during the event honoured organisations and individuals who have demonstrated excellence in innovation, sustainability and service design. These recognitions underscored the industry’s evolving benchmarks, where quality, authenticity and responsibility are central to success.
Sanya’s Rising Role in Global Tourism
Hosting the event further reinforces Sanya’s position as a strategic hub for luxury tourism in Asia. With the development of the Hainan Free Trade Port, the city is increasingly attracting international investment, high-end hospitality brands and global travel forums.
The DONG Connection Event’s return to Sanya signals confidence in the region’s potential to lead in premium travel innovation, particularly as China’s outbound tourism market continues to expand.
A New Era for Luxury Travel
Over nearly a decade, the DONG Connection Event has transformed from a networking platform into a comprehensive ecosystem linking China with the global luxury travel industry. Its evolution mirrors a broader shift in tourism—from status-driven consumption to purpose-driven exploration.
By integrating Eastern philosophies with cutting-edge technology, the event is helping redefine the future of travel—one that prioritises sustainability, emotional connection and intelligent personalisation.
As the global tourism landscape continues to evolve, gatherings like this are not only shaping industry dialogue but also setting the direction for a more thoughtful, connected and transformative travel experience.
