Tuniu
Tuniu Corporation is a Chinese online leisure travel company operating the tuniu.com platform to sell packaged tours and travel-related services directly to Chinese consumers, with packaged tours representing the dominant share of revenue.
- Company typePublic
- Founded2006
- HeadquartersNanjing, China
- Headcount5,001–10,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Tuniu does
Tuniu Corporation (NASDAQ: TOUR) is a Chinese online leisure travel company founded in 2006 and headquartered in Nanjing, China, operating a direct-to-consumer online travel platform through tuniu.com and accompanying iOS/Android mobile applications. The company sells packaged tours (organized group tours and self-guided tours) and complementary travel-related services to Chinese consumers, with packaged tours accounting for approximately 89% of total revenues in Q3 2025. Its core product surface spans domestic group tours, self-driving tours, and train travel bookings, positioning it as a one-stop platform for leisure trip planning within China.
The business operates a transaction-fee revenue model on the tuniu.com platform, monetizing bookings across its packaged tour and travel-services catalog. Distribution is digital and self-serve: Tuniu markets and serves end consumers directly online, relying on its brand position as a "leading online leisure travel company in China" rather than on third-party distribution. The company reports having 5,001-10,000 employees, a wholly owned operating subsidiary (Beijing Tuniu International Travel Service Co., Ltd.), and technology integrations such as JPush (via Aurora Mobile) for user engagement and marketing notifications. There is no disclosed proprietary AI/ML technology, patents, or data flywheel in the public materials reviewed.
Financially, Tuniu reported FY2025 net revenues of RMB 578.0 million (up 12.5% YoY), Q4 2025 net revenues of RMB 123.5 million (up 20.3% YoY), and a return to GAAP profitability in Q4 2025 with net income of RMB 1.5 million, marking three consecutive years of full-year non-GAAP profitability. The company has executed a shareholder return program of up to US$30 million in dividends and US$20 million in buybacks over three years, including a declared US$13 million cash dividend in March 2026, and implemented a 1-for-10 ADS ratio change effective April 22, 2026, alongside a transfer of its ADS listing from Nasdaq Global Market to Nasdaq Capital Market to address minimum bid price compliance.
Tuniu firmographics
Firmographics- Name
- Tuniu
- Legal name
- Tuniu Corporation
- Website
- https://tuniu.com
- Company type
- Public
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Tuniu Corporation is a Chinese online leisure travel company operating the tuniu.com platform to sell packaged tours and travel-related services directly to Chinese consumers, with packaged tours representing the dominant share of revenue.
- Ownership category
- akta.pro rank
Tuniu industry classification
Industry- Product category
- Online Travel Services
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)
- akta.pro secondary industries
- Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH), Escorted Coach & Bus Package Tour Operators (THAKADAA)
Keywords
Where Tuniu is headquartered
LocationHeadquarters
- HQ city
- Nanjing
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
Tuniu business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain
Revenue model
- Packaged Tours: The primary revenue driver accounting for approximately 89% of total revenues. Includes organized group tours and self-guided tours. Revenue from packaged tours grew 35.3% year-over-year to RMB 102.1 million in Q4 2025.
- Travel-related Services: Secondary revenue stream from travel-related services provided through the platform, complementing the packaged tours business.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Tuniu product offering
Product offeringCore offering
Tuniu sells organized group tours, self-guided packaged tours, and travel-related services (including self-driving tour options and train travel bookings) to Chinese consumers through its online platform tuniu.com and mobile applications. Packaged tours are the dominant offering, representing approximately 89% of total revenues. The platform serves domestic leisure travelers within China.
Product overview
Tuniu is a leading online leisure travel company in China operating through its core tuniu.com platform. The company offers packaged tours (organized and self-guided tours) and travel-related services. Based on market data, Tuniu reports strong demand for domestic self-driving tours and group tours, with bookings for domestic group tours showing significant year-on-year growth. The platform serves consumers seeking leisure travel arrangements within China and connected to travel service partners.
Differentiator
Problem solved
Functional benefit
Products and services
- tuniu.com Online Leisure Travel Platform Online leisure travel platform offering packaged tours (organized group tours and self-guided tours), self-driving tour options, and travel-related services to Chinese consumers via the website and mobile applications. Packaged tours represent approximately 89% of total revenues.
- Tuniu Mobile Applications Mobile applications (iOS and Android) that allow Chinese consumers to browse and book packaged tours, self-driving tours, and travel-related services offered through the Tuniu platform.
- Domestic Group Tour Packages Organized group tour packages within China, booked by Chinese leisure travelers. This category drove strong growth during the May Day holiday period, with bookings up over 50% year-on-year.
- Self-Driving Tour Packages Self-guided self-driving tour packages offered to Chinese consumers as part of Tuniu's packaged tour portfolio, allowing travelers to arrange independent road trips with services booked via the platform.
Quantifiable outcome
- Q4 2025 net revenues up 20.3% year-over-year to RMB 123.5 million
- +3 more outcomes
Companies that use Tuniu
Customer profileSegments2 records
Ideal customer profiles2 records
Tuniu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Tuniu partnerships and signals
Strategic signalScale indicators8 records
Recent moves9 records
Expansion highlights4 records
Tuniu competitors and assessment
Company assessmentDirect peers
- Trip.com Group: The largest Chinese OTA, offering packaged tours, flights, hotels, and travel services. Historically an investor in Tuniu and the dominant competitor in the same packaged-tour and leisure-travel category.
- Tongcheng Travel Holdings: Major Chinese online travel platform operating Tongcheng and Ly.com brands, focused on lower-tier-city domestic travel with strong packaged-tour and transportation offerings, directly competing with Tuniu for the same Chinese leisure traveler.
- Fliggy (Alibaba Travel): Alibaba's travel platform offering packaged tours, flights, hotels, and attractions. Competes head-to-head with Tuniu for Chinese online leisure travel bookings, with the advantage of Alibaba's broader e-commerce ecosystem and traffic.
- Qunar (Ctrip subsidiary): Chinese travel metasearch and OTA platform owned by Trip.com Group, offering packaged tours, flights, and hotels. Directly comparable in product mix and target customer to Tuniu's online leisure-travel platform.
- Mafengwo: Chinese travel content and booking platform combining user-generated travel guides with packaged-tour and attraction bookings. Overlaps with Tuniu in serving Chinese leisure travelers seeking curated domestic tour products.
Broad incumbents
- Meituan: Chinese super-app offering hotel, attraction ticketing, and travel services alongside its core food-delivery business. Competes with Tuniu in domestic travel and attractions booking, with a much larger user base and cross-sell advantages.
- Booking Holdings: Global OTA conglomerate (Booking.com, Agoda, Klook etc.). Agoda in particular overlaps with Tuniu in Asia-Pacific packaged tours and activities, providing a public-market comparable for the broader OTA business model.
- Expedia Group: Global online travel platform offering flights, hotels, packages, and activities. Comparable to Tuniu as a packaged-tour and leisure-travel platform, though with a global rather than China-only footprint.
Regional players
- Klook: Asia-Pacific tours, activities, and attractions booking platform. Comparable to Tuniu in packaged experiences and activities, but primarily focused on Southeast Asia rather than Mainland China.
Others
- TravelSky Technology: State-affiliated Chinese aviation IT and travel distribution provider. Not a direct competitor but a critical infrastructure player in China's travel ecosystem whose policy decisions and platform changes affect all OTAs including Tuniu.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
Tuniu social profiles
Digital presenceTuniu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tuniu leadership team
Management profileNumber of profiles
Profiles6 records
Tuniu subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tuniu funding detail
Funding detailFunding overview
Funding rounds8 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tuniu M&A and investment
M&A and investmentM&A2 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tuniu
What does Tuniu do?
Tuniu sells organized group tours, self-guided packaged tours, and travel-related services (including self-driving tour options and train travel bookings) to Chinese consumers through its online platform tuniu.com and mobile applications. Packaged tours are the dominant offering, representing approximately 89% of total revenues. The platform serves domestic leisure travelers within China.
Is Tuniu a public or private company?
Tuniu is a public company. It is classified as public and is currently operating.
When was Tuniu founded?
Tuniu was founded in 2006. It employs 5,001 to 10,000 people.
Where is Tuniu based?
Tuniu is headquartered in Nanjing, China, in the Asia region.
How does Tuniu make money?
Two revenue lines are on record. Packaged Tours are the primary driver. The others are travel-related Services.
Who are Tuniu's main competitors?
Direct peers on record are Trip.com Group, Tongcheng Travel Holdings, Fliggy (Alibaba Travel), Qunar (Ctrip subsidiary) and Mafengwo. Broad incumbents are Meituan, Booking Holdings and Expedia Group. Klook is listed as a regional player. TravelSky Technology is listed as an others.
Does Tuniu have an API?
No public API is recorded for Tuniu.
What industry is Tuniu in?
Tuniu's product category is Online Travel Services. Its primary akta.pro industry code is BPAMAIAJ, Tours, Activities & Experiences Booking Platforms, with a secondary code of THAKAAAH, Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators). Its NAICS code is 561520 and its SIC code is 7900.