Ctrip sets tone for offline forays of China's online travel agencies

Even as physical-space retailers explore online channels, Ctrip, China's biggest online travel agency, is expanding its offline footprint.

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.

The Ctrip store focuses on overseas destinations. It not only offers a variety of travel products but provides foreign currency exchange services online.