Ada Xu is Director of International Affairs at Fliggy, Alibaba Group’s travel platform, where she leads global partnerships, destination strategy, and institutional collaborations. With a multicultural background spanning China, Africa, and Europe, she brings a cross-border perspective on how destinations engage with the Chinese outbound market.

After building a strong foundation in international business and e-commerce, Ada joined Alibaba Group in 2016, working with Tmall to support French brands entering China. In 2019, she moved to Fliggy, initially as Regional Director EMEA, focusing on destination development and traveler experience innovation.

She now drives Fliggy’s international expansion with a strong focus on high-end, verticalized tourism, including wine tourism, gastronomy, culture, and lifestyle travel. Ada works closely with tourism boards, cultural institutions, and global networks such as Great Wine Capitals and UN Tourism, helping structure experience-led ecosystems that connect destinations with Chinese travelers through digital platforms.

She is a frequent speaker on the evolution of China outbound tourism, platform diplomacy, and experience-driven destination strategies.