A themed store featuring elements of New South Wales province of Australia opened doors in Shanghai's downtown near People's Square in March. It is a collaboration between Ctrip and Destination New South Wales, a local tourism organization, the Shanghai Observer reported.

Ctrip aims to add more than 1,300 physical stores this year. That would swell the total number of its offline stores to more than 8,000. So, even in the offline space, Ctrip would emerge as one of the nation's largest travel operators.