Fliggy, Alibaba Group’s travel-services platform, has signed an agreement with the Bordeaux Chamber of Commerce and Industry and the Great Wine Capitals Global Network to develop a series of winery travel experiences aimed at Chinese tourists.
Under the partnership, Fliggy will roll out Bordeaux-focused winery tour products on its platform, open official service channels for selected estates and launch promotional campaigns including livestreams and in-person tastings. The initiative is designed to make European winery tourism more accessible and appealing to Chinese travellers.
The two sides also plan to introduce service standards and training programmes to help local tourism operators better accommodate Chinese visitors. Exclusive experiences tailored to Chinese tourists’ interests are already in development.
“Winery tourism needs innovation and digitalisation to grow. Many estates here still lack Chinese-language websites and have limited visibility in Asia,” said Patrick Seguin, president of the Bordeaux Chamber of Commerce. “Leveraging Fliggy’s mature platform and its hundreds of millions of users will help us reach a strategic market with huge potential. We hope more Chinese travellers discover that Bordeaux is not only a wine capital but also a world-class destination.”
Founded in 2014, Fliggy offers bookings for flights, hotels, train tickets, vacation packages and attraction passes. The platform works with more than 70 domestic and international airlines via official flagship stores. During the 2024 Singles Day shopping festival, Fliggy recorded 120 million transacting users. Over the combined National Day and Mid-Autumn Festival holidays in 2025, its fulfilment GMV rose 48% year-on-year, while the number of travellers served grew 30%, according to the company.
The Bordeaux Chamber of Commerce, elected by more than 100,000 local business and industry professionals, is the region’s public service body for enterprise support. The Great Wine Capitals Global Network, which it founded, promotes collaboration among leading wine regions such as Napa Valley in the United States, Casablanca Valley in Chile and Yantai in China.
China’s outbound travel rebound has created fresh momentum for winery tourism. According to the National Immigration Administration, immigration authorities processed 333 million inbound and outbound travellers nationwide last year, up 15.8% from a year earlier. Mainland Chinese residents accounted for 159 million of those trips, a 15.9% increase and a key driver of overseas tourism demand.
