The road to recovery for China’s travel industry is still littered with uncertainties though there are early signs of rebound. Travel executives in China all pointed to the effectiveness of offering advance purchase options through live streaming events in their recovery strategies.

The live streaming sales approach has become more popular in the travel industry since the virus outbreak. Mr. James Liang, chairman of China’s largest online travel company Trip.com Group, had his live streaming debut on March 23 at Atlantis Sanya and reportedly generated 10-million-yuan (USD 1.4 million) advance purchases for accommodation within an hour.