Online Travel Agencies (OTAs) are key distribution channels in China which bridge the gap between independent travelers and suppliers of tourism products. Three major OTAs are supporting EU China Tourism Year (ECTY) by developing and advertising exclusive ECTY Pavilions (online flagship stores) that increase awareness of lesser-known European destinations, transnational tourism products and travel industry partners. Additionally ECTY partners have the opportunity to create their own customized pavilion within the ECTY online flagship store. As well as the pavilion and the embedding of partners other available features are desktop and mobile app display ads with varying campaign durations, WeChat and Sina Weibo content marketing and social media promotion, and inclusion in targeted mobile messaging campaigns.

Ctrip is the largest OTA in China providing travel services to more than 250 million members via both online and traditional travel services. More than 20 million outbound travellers booked tourism products through Ctrip every year. Tuniu is a leading online leisure travel company in China that offers a large selection of packaged tours, including organised and self-guided tours, as well as travel-related services for leisure travellers. Tongcheng is an OTA which is among the five largest business groups in the travel industry in China.