Tuniu

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.

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

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

• Online travel platform
• Packaged tour services
• Leisure travel booking
• Domestic travel tours
• Self-guided tours

Headquarters

HQ city

Nanjing

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain

Revenue model

1. 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.
2. 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

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators8 records

Recent moves9 records

Expansion highlights4 records

Direct 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

• Xx.com/TuniuTravel
• Facebookfacebook.com/TuniuTravel
• LinkedInlinkedin.com/company/tuniu-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds8 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tuniu