Tourism China

Think about it – if just ten percent of China’s 1.3 billion people go abroad, that’s 130 million Chinese trotting the globe! The World Tourism Organization predicts that by 2015, 100 million Chinese will travel abroad. Last year, that figure was 83 million, and they spent a whopping $102 billion worldwide, overtaking the Americans and Germans as the world’s biggest tourism spenders.

Riding on the coattails of increased affluence fueled by rapid economic growth, as well as increased global prominence and a growing sense of world citizenship, more and more Chinese are leaving the confines of their villages and provinces and exploring – their own country as well as the rest of the world, their wallets filled with renminbi coveted by merchants the world over.

The Chinese government has taken notice of the potentials of tourism, and is making a big push to maximize its benefits. In 2011, travel and tourism generated $644 billion, nine percent of China’s GDP, largely from domestic tourism. But foreign tourist arrivals is growing, as China has become the third most visited country in the world, after France and the US.

Last Oct. 1, China’s National Day, a new tourism law took effect. This comes after the State Council early this year promulgated the Outline of National Tourism and Leisure. The 112-article Tourism Law, which seeks to promote sustained industry growth, addresses such issues as tourist safety, unfair pricing and competition, and state development planning. The China National Tourism Administration (CNTA) recently rolled out a new slogan, Beautiful China, as it sought to lure ever greater numbers of overseas visitors. (Unfortunately, the slogan was launched as Beijing and other major cities suffered from severe pollution, with landmarks obscured by thick smog and residents were shown wearing face masks, drawing snide comments all over social media.)

At the China International Travel Mart held Oct. 24-27 in Kunming, capital of Yunnan province in western China, CNTA chairman Shao Qiwei hailed the “golden age” of China’s tourism, saying the industry has “helped promote economic recovery, revitalize the market, increase employment and reduce poverty.”

He stressed the government “attaches high importance to the development of tourism,” with investment “continuously pumped into the sector, resulting in the constant creation of new tourism products.” This thrust of developing new tourism areas was echoed by Li Shihong, of the CNTA Department of Marketing, who said “it is time for us to build awareness for other cities.”

“Other” cities like Kunming have been quick to grab the opportunity. At the cavernous Kunming International Convention Center, one of the six large halls was taken over by the host province, which spared no effort to trumpet its  “Colorful Yunnan, Tourism Paradise” campaign, and showcased everything from its famous pu erh tea to jade jewelry, from the colorful costumes and traditions of its many minority tribes to its volcanic hot springs and newly developed spa resorts. As with other aspects of development in China, tourism in Yunnan is pushing full steam ahead, “well on its way to becoming a famous international destination.”