Travel Fever
China to become the world's No.1 tourist destination by 2015
By TANG YUANKAI
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TRADITIONAL FLAVOR: A foreign tourist appreciates Chinese lanterns in Nanjing Confucius Temple on February 3 (WANG XIN)
May 19 is a special day in China's history. On that day 400 years ago, Xu Xiake (1587-1641), well-known geographer, traveler and explorer of the Ming Dynasty (1368-1644), started a lifelong journey, leading to the publication of the monumental Xu Xiake's Travel Notes, known for its detailed and accurate geographical information. The book also provided valuable insight into local customs and habits.
On March 30, 2011, the State Council of China announced that May 19 each year will be China's National Tourism Day.
Booming industry
BEAUTIFUL SCENERY: A foreign tourist creates an oil painting in the Zhuozheng Garden in Suzhou, Jiangsu Province, a city famous for its Chinese landscape gardens in April (ZHU GUIGEN)
The Pacific Asia Travel Association (PATA) announced during its 60th Anniversary Conference in Beijing on April 9-13 that China has now become the world's third largest tourist destination and the fourth largest source market for outbound tourism.
"The country's tourist industry has stepped into a golden era of rapid development," said Chinese Vice Premier Wang Qishan at the PATA conference. "China will promote the sustainable growth of tourism and develop it into a strategic pillar industry of the national economy during the 12th Five-Year Plan (2011-15)."
A report of the UN World Tourism Organization said in 2010 China registered 2.1 billion domestic travels, up 10.6 percent compared to the previous year, and 55.66 million inbound overnight tourist arrivals, up 9.4 percent year on year. Tourism revenues in China last year reached 1.57 trillion yuan ($241.5 billion), up 21.7 percent year on year, and foreign exchange earnings from tourism came to $45.8 billion, up 15.5 percent year on year. "As early as the 1990s, the international tourism revenues already made up more than 10 percent of the global GDP," said Wu Wenxue, an official from the China National Tourism Administration (CNTA). "Throughout the world, tourism has replaced auto and oil to be the No.1 industry."
CNTA statistics show China's tourism industry has maintained sound momentum of steady and fast development during the past 30 years, with its annual average growth rate at nearly 20 percent. In the previous five years there has been an annual average increase of 15 percent in total tourism revenues, 3.5 percent in inbound overnight tourist arrivals, and 19 percent for outbound tourists.
Domestically, the average number of trips per capita was 1.5, and tourism consumption contributed over 10 percent of the total expenditure in travel. The number of China's outbound tourists reached 57.39 million last year, an increase of 20.4 percent year on year.
China has over 20,000 frequently visited scenic spots, 15,000 travel agencies, and more than 1 million professional tour guides. "After some important events, such as the Beijing Olympic Games and the World Expo in Shanghai, China is becoming a new tourist attraction," said Di Kangfei, Deputy Director of the Representative Office of CNTA in Frankfurt, Germany. "With fundamental improvements of infrastructure facilities for communication and accommodation, the country is very well prepared to welcome guests from all over the world."
In terms of the domestic market, an article carried in China Youth Daily on April 12 said last year the per-capita disposable income for urban residents hit 19,109 yuan ($2,939) and 5,919 yuan ($910.6) for rural residents. As well, Chinese people now enjoy a total of 115 official holidays for the whole year, while having an annual leave of five to 15 days with pay. "All of these have substantially facilitated the rapid development of tourist industry."
In the next five years, China will gradually put a plan on citizens' tourism into effect. "When per-capita GDP reaches $3,000 to $5,000 in a country, as a rule, tourism and consumption spring dynamically," said Zhu Shanzhong, CNTA's Vice Chairman. "Per capita GDP in China is expected to amount to $4,000 or so, suggesting that an era of tourism is coming here."
The year 2011 also marks the National Tourism Year in China, which has Traveling in China and Appreciating Its Culture as its theme. On January 1, the China Cultural Tour 2011 was launched simultaneously in five provinces, including Guizhou, Jiangsu, Fujian, Shandong and Henan.
"With a civilization of 5,000 years, China boasts a total of 40 world cultural and natural heritage properties, 657 national intangible cultural heritage items, 2,351 major historical and cultural sites under state protection, and 360 cities, towns and villages noted for their historical and cultural resources," said Shao Qiwei, Chairman of CNTA. "This year we will develop publicity activities in various forms in more than 140 countries to show China's rich tourist resources and its cultural heritage."
Against this background, many cities have put on display tourism products with unique cultural charm. Nanjing, capital city of Jiangsu Province, once the capital of six dynasties—Wu Kingdom, Eastern Jin, Song, Qi, Liang and Chen (211-589)—has been a popular tourist city for a long time. The city's tourism revenues reached 468.5 billion yuan ($72 billion) last year, ranking first in the country.
Nanjing's neighboring city Suzhou—the famous Oriental Waterside City—hosted its 14th International Tourism Festival from April 21 to May 1.
With a history as a city of over 3,000 years and a history as a capital of more than 850 years, Beijing is of course not willing to lag behind. "Each year the municipal government allocates 1 billion yuan ($1.54 billion) to promote the development of the tourist industry," said Lu Yong, Director of the Beijing Tourism Development Committee. "We're strengthening cooperation with international tourism organizations to construct a chain linking Beijing with other tourist cities in the world. Meanwhile, we are encouraging transnational tourism corporations to set up branches here."
Beijing has also set in place ambitious plans. By 2015, net tourist output value will make up 10 percent of its GDP, and the city will receive 200 million domestic travellers and 10 million international arrivals. This will provide annual income of $10 billion.
Southwestern provinces, such as Yunnan and Guizhou, also present a variety of tourism activities and events based on their unique natural and cultural heritage.
Along with the tourism hubbub, a vote for the most famous Chinese cultural cities is also under way online. "A cultural city shouldn't be a dead historical site," said Yu Dan, a scholar with Beijing Normal University and a member of the voting jury. "Hangzhou is a good example. Despite rapid industrial development, it never loses its cultural tradition, as it has been deeply rooted in people's lives."
High-end travel
During recent years, high-end travel has been in vogue in China. "It first arose in Guangzhou, capital city of Guangdong Province. The market is still shaping up, but the prospects are infinitely bright," said Yuan Jianxiong, General Manager of China's first travel agency for high-end travel services, which is headquartered in Guangzhou.
"Consumers are not satisfied with sightseeing alone any more; they choose to pay more for exceptional and individual services during their tour," said Wei Xiaoan, Director of the Academic Committee of China Tourism Academy.
Wei Xiang, a researcher with the School of Tourism Management under Beijing International Studies University, has expressed a different view. "High-end travel doesn't necessarily mean excessive consumption in luxury hotels or liners," he said. "To a degree, it's a new travel experience guaranteed by more attentive, higher-quality service at a reasonable price."
"In Beijing more people are looking for luxury travel experiences, while demanding higher quality of food, service and accommodation," said Zhang Huiguang, former Director of the Municipal Tourism Bureau. "Beijing is improving its facilities to meet travelers' demand."
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