Budweiser Brewing Co APAC Ltd, the largest beer company in the Asia-Pacific region in terms of sales revenue, recently sealed a strategic cooperative deal with Ctrip Group, a Chinese online travel agency, to explore more growth points in cultural tourism.

Leveraging the rise of cultural and tourism consumption, the two companies will embark on a cross-industry collaboration, delving into diverse facets such as marketing, big data and business travel services.

Together, they aim to unleash the potential of "beer plus tourism", and inject fresh growth impetus into China's consumption market.

Jan Craps, co-chair and CEO of Budweiser APAC, said China's new cultural tourism policies will unleash even more potential of the tourism industry.

"By joining forces with Ctrip, we want to jointly contribute to boosting China's consumer economy. Our first collaboration – Corona and Ctrip - will jointly inspire consumers to disconnect from their busy lives, and reconnect with nature during customized nature experience travel," said Craps.

From 2024 onwards, both parties will jointly create a brand-new cultural tourism IP, covering large-scale "tourism plus" events such as music festivals and cultural festivals. Budweiser APAC will incorporate its other brands like Budweiser, Blue Girl and Hoegaarden with the tourism ecosystem creating new occasions and offerings.

Craps said Budweiser APAC are introducing a range of premium products and experiences to consumers in China, focusing on sustainability and leveraging digital technologies.

According to the China Tourism Research Institute, the number of domestic tourists is expected to exceed 6 billion by 2024, with domestic tourism revenue anticipated to break 6 trillion yuan ($829 billion). Meanwhile, the Chinese tourism consumption is shifting from the traditional sightseeing-oriented model to a more customized experience-oriented leisure vacation model.

Benny Wang, Ctrip's vice-president, said that "tourism plus" business mode has become a new driving force for economic growth. The broader and deeper the integration of tourism, the greater its impact is on the consumer economy.

Similar views were shared by Matt Che, chief marketing officer of Budweiser APAC. "In recent years, consumers' desire for an ultimate brand experience is growing, with an increasing need on social interactions and emotional value."

"Through this strategic partnership, Budweiser APAC aims to merge our premium and super premium beer brands, with quality lifestyle and cultural tourism," said Che. "We aim to create more consumption occasions and unleash the robust potential of 'beer plus tourism', accompanying more consumers to their dream destinations."