At China’s flagship services trade fair, the World Conference on Tourism Cooperation and Development 2024, experts shed light on a crucial element driving tourism growth: cultural integration. This concept, they argue, is essential for achieving high-quality development within the tourism sector. By seamlessly blending local culture with travel services, destinations can create unique, memorable experiences that resonate with a wider audience, ultimately bolstering global appeal.
Experts at the conference underscored the significance of a strategic focus on culture in strengthening the global appeal of travel destinations and increasing their competitiveness within the ever-evolving tourism landscape. A pivotal development at the conference was the release of a green paper jointly published by the Pacific Asia Travel Association and the World Tourism Cities Federation. This paper delves into strategies aimed at unleashing the immense potential of China’s inbound tourism sector.
Held as part of the 2024 China International Fair for Trade in Services (CIFTIS), this forum highlighted the importance of fostering robust collaboration among industry leaders and policymakers to bolster tourism and trade ties, especially considering the growing influx of international visitors to China.
Culture’s impact on tourism extends beyond the physical act of travel, influencing how potential visitors perceive cities and countries even before they arrive. Justine Simons, Deputy Mayor for Culture and Creative Industries in London, emphasized this point, explaining how movies like James Bond, Harry Potter, and Paddington have provided global audiences with a glimpse into London’s vibrant cultural richness. In today’s digital age, where many individuals receive their initial introduction to a city through virtual experiences, this underscores the need for cities to actively promote their cultural identity online to attract tourists.
The fusion of traditional and modern culture with tourism is a pressing issue for numerous businesses. Ning Guoxin, Vice President of UTour Group Co, remarked on the crucial importance of integrating Chinese culture—both ancient and contemporary—into the tourism experience. This approach not only enhances visitors’ engagement but also serves to preserve cultural heritage, fostering a sense of national pride while generating economic benefits for local communities.
China’s tourism industry has witnessed exponential growth, solidifying the country’s position as a key destination for international travelers. In the first half of 2024 alone, over 14 million foreign nationals entered China, according to data from the National Immigration Administration. The government has proactively introduced a variety of policies, including visa exemptions and streamlined customs procedures, to facilitate inbound travel, making it easier for foreign visitors to explore China’s rich cultural and natural attractions.
