Tourism Development Current Situation and Prospects What industries does the tourism industry include?

In 2021, people in the tourism industry are looking for breakthroughs. Everyone hopes to get a clear development path and a beacon to shine in a well-known direction. The global epidemic of the epidemic has cast a shadow on the tourism industry. Below I will share with you a specific strategy guide.

Chapter 1 Industry Overview

Tourism, internationally known as the tourism industry, is a business that relies on tourism resources and facilities to specialize or mainly engage in soliciting, receiving tourists, providing transportation, A comprehensive industry with six links including tourism, accommodation, catering, shopping, and entertainment. The tourism business must be composed of three parts: tourism, transportation and passenger transportation, and the accommodation industry represented by hotels. They are the three pillars of the tourism industry.

Chart Tourism Sub-Industry Segmentation

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Scenic spots (including natural, cultural, and man-made scenic spots are the core of the tourism industry chain , relatively in control of the initiative (but most operators are state-owned enterprises, and incentives are relatively insufficient. Catering, accommodation, transportation, shopping, entertainment and other elements often need to rely on scenic area resources and develop various businesses around them. Tourists can either Online OTA methods can be used to book elements and packaged products, and you can also purchase required travel products through offline travel agencies.

Picture of the tourism industry industry chain

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Chart the life cycle stages of various tourism sub-industries

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The tourism industry has a strong positive correlation with GDP : Tourism is still an optional consumption for some residents. When income growth slows down and uncertainty about expected income increases, it will directly reduce consumer demand for non-essential commodities such as tourism. However, the fluctuation range is weaker than GDP, and tourism consumption has a significant impact on consumption. For some residents, especially the wealthy class, it is still a necessity.

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The number of domestic tourists per year is 6.006 billion, and the total number of inbound and outbound tourists is 3.0. billion people, the total tourism revenue for the year was 6.63 trillion yuan, and the tourism industry’s comprehensive contribution to GDP was 10.94 trillion yuan, accounting for 11.05% of the total GDP. Tourism directly employed 28.25 million people, and tourism directly and indirectly employed 79.87 million people. Accounting for 1.031 of the total employed population in the country, the number of travel agencies reached 38,943. The total number of global tourist trips was 12.31 billion, and the total annual global tourism revenue was 5.8 trillion. U.S. dollars, equivalent to 6.7 of global GDP.

As of December this year, China has more than 30,000 scenic spots (including more than 10,300 A-level scenic spots, including 259 5A-level and 3,034 4A-level scenic spots. There are 300 classic red tourism scenic spots, 26 national tourist resorts, 10 tourism and leisure demonstration cities, 110 national eco-tourism demonstration areas, more than 900 self-driving RV campsites under construction, and 16 national general aviation tourism demonstration bases. .

Chapter 2 Business Model and Technology Development

2.1 Industrial Chain Value Chain

The tourism industry is a highly complex industry that involves food, accommodation, It covers the core industries within tourism such as travel, tourism, shopping, and entertainment, and also involves more than ten related industries such as transportation and information services.

Chart the inter-industry relationship and supply and demand situation in the tourism industry

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2.1.1 Duty-free shops and comprehensive tourism services

At present, the tax-free business mainly includes island duty-free, port duty-free, city duty-free and cruise duty-free . Comprehensive service companies refer to travel companies that provide a series of comprehensive services.

Chart of the duty-free industry industry chain

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Exhibits China's duty-free industry. Franchised Operator

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Among the 5 duty-free operators in the country (excluding China Shipping Service), China Duty Free is currently the only one qualified to operate in the country Operators operating duty-free business at major airports and ports in the scope are in the leading position in the domestic duty-free industry.

At the same time, China Duty Free also has a nationwide network. In 29 provinces and cities across the country (including Hong Kong and Taiwan), it has established more than 160 duty-free shops covering airports, borders, cities, etc., and has developed into the largest type of duty-free shops in the world. The duty-free operator with the largest number of retail outlets in a single country

2.1.2 Tourism and performing arts

Figure of the tourism and performing arts industry chain

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Tourist performing arts projects include four major sectors: production, promotion, operation, and maintenance. Early project positioning and creation are the decisive factors, mid-term marketing capabilities determine the size, and later-stage maintenance and innovation determine the vitality.

Chart Tourism and Performing Arts Classification

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2.1.3 Hotel

The hotel industry is mainly driven by the development of tourism. There is a strong correlation between demand in the hotel industry and GDP growth.

Chart of the hotel industry value chain and major players

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2.1.4 Outbound Tourism

At present, domestic travel agencies operating outbound tourism business have basically formed a vertical division of labor pattern of wholesale, agency and retail. They are generally divided into tourism wholesalers, comprehensive retailers and Agents. With the penetration of the Internet into the tourism industry, the value of the outbound tourism industry chain channels has been compressed, the value of upstream factor resources and downstream platform traffic have become more prominent, and the industry chain has developed in a dumbbell shape.

Figure of the outbound tourism industry chain.

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2.1.5 Scenic Spots

As comprehensive destinations for residents’ leisure travel, scenic spots have very obvious dynamic characteristics. Management has become the norm, and whether you are punished by regulatory agencies will directly affect the reputation of the scenic spot, and have a certain impact on the tourist flow and profitability of the scenic spot. The continuous expansion of the scenic spot will enrich the tourist market targets of the scenic spot, and may further disperse the tourist flow. According to the distribution of various scenic spots, 5A-level scenic spots are still the scarcest tourism resources and are more favored by tourists.

Picture of the tourist attraction industry chain

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Theme park: an industry that provides theme park services. A theme park uses modern science and technology and multi-level activity settings to integrate many entertainment activities, leisure elements and service reception facilities based on a specific theme. An integrated modern tourism destination.

2.1.6 OTA

OTA (Online Travel Agency) is the midstream channel link of the current tourism industry chain, with a broad market space. The large tourism industry has spawned a variety of business formats, and the OTA industry chain Huge. Upstream: Among the core tourism resources, the agency commission rates of domestic and foreign airlines are declining, close to 0, which greatly reduces the profit margin of agents. However, the value of its traffic entrance is relatively large, and the profit model of the hotel business is relatively rich. Sports hotels themselves rely heavily on OTAs and have become the focus of the layout of all parties; midstream: GDS and other distribution channels provide support for OTA business, but GDS has begun to expand its business chain due to the increasing trend of airline direct sales, and gradually develops in parallel with OTAs; downstream: Consumer demand is improving, OTAs are mainly engaged in toC business, and the overall prosperity of the tourism industry is improving, which provides a foundation for OTA business development.

Picture of the online tourism industry chain

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2.1.7 Catering

Catering demand has a certain degree of rigidity feature. The food materials supplied by the catering supply chain can be divided into meat, vegetables, grains and oils, condiments, beverages and alcoholic beverages, toilet paper and other consumables according to the type of product; according to the product form, they can be divided into fresh food (for example, in the fresh food category Meicai.com, etc., which have strong supplies, standard products and frozen categories (Anjing Foods, Sanquan Foods, etc., which rely on quick-frozen food). Chinese catering companies have increased their emphasis on supply chain development, second only to brand development.

Figure Catering Industry Industry Chain

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2.1.8 Cruises

The cruise industry refers to the industry that provides cruise services. The original meaning of a cruise ship refers to a large passenger ship that sails on fixed routes and regularly on the ocean.

The word "mail" itself has the meaning of transportation, and in the past, transoceanic mail was always carried by this large fast passenger ship, hence the name.

After World War II, most military industries transformed into civilian industries, and the aviation industry also emerged and developed rapidly. However, the original transoceanic cruise ships basically withdrew from the stage of history due to their slow sailing speed and long time consumption. The cruise ships we call now actually refer to tourist ships sailing in the ocean.

2.1.9 Gambling and Casinos

Casino refers to the industry that provides casino services. Casino refers to a place dedicated to gambling, often referring to a variety of legally operated gambling establishments; at the same time, casino also refers to illegal gambling places, which are generally called gambling dens or gambling houses.

Gaming refers to the industry that sells lottery tickets. Lottery is a kind of lottery issued for the purpose of raising funds. It is printed with numbers, graphics, text, and face value. The buyer voluntarily purchases it according to certain rules and determines whether to obtain a reward.

2.2 Business Model

Companies in the tourism industry are divided into professional attraction companies, service companies, comprehensive companies, etc.

Table Hong Kong China Travel Service's income structure decomposition unit: 10,000 yuan, CNY

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2.3 Technology Development

The growth of residents' per capita disposable income and population structure have brought about an increase in the base of high-spending tourism consumers. The increase in residents' leisure and vacation time, transportation improvements and industrial policy support can effectively promote the development of the tourism industry. Among them, income growth, increase in leisure time, and transportation improvements can effectively promote the development of the tourism industry. The most critical impact on tourism development.

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According to WTTC’s forecast, from 2011 to 2011, China’s tourism industry will have direct and indirect The actual growth rate of the industrial economic output driven by the industry (excluding inflation factors will reach 9, ahead of Asian countries such as India, Thailand, Japan, etc., ranking first among 181 countries in the world. The industry directly and indirectly drives the annual compound growth rate of the employment population. It will reach 4, second only to Thailand in Asia, ranking 19th among 181 countries in the world.

2.4 Policy and supervision

Tourism industry management refers to the government’s adoption of planning, laws, and regulations. Policies guide market trends and establish market rules, thereby coordinating, supervising, and maintaining market order to standardize corporate behavior, protect tourists' rights, establish a good image, and create a good business environment for the rapid, healthy, and sustainable development of the tourism industry.

The National Tourism Administration is an agency directly under the State Council in charge of the tourism industry. The tourism bureaus (commissions) of each province, autonomous region and municipality directly under the Central Government are the competent departments for the local tourism industry. Each province, autonomous region and municipality has established provincial, prefecture (state, city, The county tourism bureau has a three-level local tourism administrative management system. The local tourism bureaus at all levels are the industry centralized management departments for local tourism work. They are under the dual leadership of the local government at the same level and the tourism bureau at the upper level. The local government leaders are the main ones and are responsible for the area under their jurisdiction.

The China Tourism Association is a self-regulatory organization in the tourism industry. It is a national comprehensive tourism industry composed of relevant organizations, enterprises and institutions in China's tourism industry on an equal and voluntary basis. Association.

Resource tourism projects involve many different types of resource categories such as scenic spots, cultural relics, forest parks, and nature reserves. According to the current administrative management system, tourism resources are classified according to different attributes. It is managed by the relevant departments of construction, cultural relics, forestry, land resources, and tourism. Among them: the construction department is responsible for the assessment and management of scenic spots; the tourism department is responsible for the assessment and management of A-level tourist areas (spots); the cultural relics department is responsible for the assessment and management of cultural relics. Protection units; the forestry department is responsible for the assessment and management of forest parks; nature reserves are managed by the departments of environmental protection, forestry, agriculture, oceans and land resources.

Natural reserves refer to representative natural reserves. The state shall set aside a certain area for special protection and management in accordance with the law on land, land water bodies or sea areas where ecosystems, natural concentrated distribution areas of rare and endangered wild animal and plant species, and natural relics of special significance are located. The district implements a management system that combines comprehensive management with departmental management.

The environmental protection administrative department of the State Council is responsible for the comprehensive management of nature reserves nationwide; the forestry, agriculture, geology and mineral resources, water conservancy, ocean and other relevant administrative departments of the State Council are in charge of relevant nature reserves within the scope of their respective responsibilities; local people at or above the county level The establishment and responsibilities of the government departments responsible for the management of nature reserves shall be determined by the people's governments of provinces, autonomous regions, and municipalities directly under the Central Government based on local specific conditions.

In terms of tourist passenger transport business, the competent departments include national transportation management departments at all levels. People's governments at all levels have transportation administrative departments (or transportation bureaus, transportation committees and other transportation administrative departments) that are in charge of local highways, waterways and other transportation undertakings, coordinate highway management in the region, formulate highway development plans and specific implementation guidelines, and Responsible for the development, construction, maintenance and management of national and provincial highways.

Travel agency business is a licensed operation. To operate a travel agency business, it must be approved by the tourism administrative department with the authority to approve and obtain a travel agency business license. Certificate, and go through the industrial and commercial registration procedures in accordance with the law. Based on the development status of the tourism industry, the National Tourism Administration formulates annual inspection and assessment indicators for travel agency business, and organizes the annual inspection of travel agency business nationwide, and the tourism administrative departments at all levels are responsible for implementation.

In the hotel industry, in addition to the tourism authorities, the public security, industry and commerce, price, environmental protection, health quarantine, urban construction and urban management and other departments also implement the supervision of various tourist hotel companies according to the division of responsibilities.

China. As the main pillar industry of the tertiary industry, tourism has obvious advantages in adjusting industrial structure, creating employment opportunities, and narrowing regional development gaps. In recent years, the country has continued to introduce various tourism promotion policies to promote the rapid development of tourism.

Table of the main policies of the tourism industry

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After the outbreak of the new coronavirus pneumonia in 2019, the tourism industry has been impacted. In view of the actual situation faced by the industry, Due to the difficulties, the national and local governments have successively introduced relevant subsidies and support policies. The national level has issued the "Notice on Actively Responding to the Impact of the Epidemic and Maintaining the Stability of the Tour Guide Team" and "On the Temporary Refund of Some Tourism Service Quality Guarantees to Support Travel Agencies' Business Operations." "Notice on Difficulties" and "Guidelines on Epidemic Prevention and Control Measures for the Resumption of Tourist Attractions" and other policies; local governments have also provided help to tourism enterprises in various aspects such as financial support, financial support, tax concessions, social security, property rentals, etc. to boost the Consumption and promote the recovery of the tourism market

Chapter 3 Industry Valuation, Pricing Mechanism and Global Leading Companies

3.1 Industry Comprehensive Financial Analysis and Valuation Methods

Comprehensive financial analysis of the chart industry

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Chart industry valuation and historical performance of the industry

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The tourism industry valuation method can choose the price-to-earnings ratio valuation method, PEG valuation method, price-to-book ratio valuation method, market-to-current ratio, P/S price-to-sales ratio valuation method, EV/EBITDA valuation method, DDM Valuation method, DCF discounted cash flow valuation method, etc.

3.2 Development and price driving mechanism

Figure core driving factors of tourism development

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3.2.1 Duty-free

The global duty-free market continues to grow steadily with the growth of international tourists

Figure of the global duty-free market

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Compared with the revenue scale of South Korean duty-free giants Lotte and Shilla, the gap between China Duty Free and Duty Free is still obvious. In 2012, Shilla’s duty-free sales were twice that of China Duty Free, while Lotte’s duty free sales were 3.5 times that of China Duty Free. The Korean duty-free giant's sales mainly come from its large city duty-free stores and international airport hub stores. Judging from the situation of China Duty Free, except for the significant contribution of Sanya Dadonghai Duty Free Shop, the rest rely entirely on scattered duty free shops at numerous borders and airports (non-international hub airports), with small operating area, few product categories, and low revenue contribution. Therefore, , in the future, with the completion of Haitang Bay Duty Free City and the approval of duty free shops in Beijing and Shanghai, there is still much room for growth in the medium and long-term revenue scale of China Duty Free.

3.2.2 Tourism performing arts

The tourism performing arts industry integrates the two industries of cultural performing arts and tourism. The target audience is tourists, and the program format more prominently promotes local folk culture. my country's tourism performing arts industry first emerged in the 1980s. In order to receive visiting heads of state and government officials, Xi'an took the lead in launching the "Imitation Tang Music and Dance" performing arts program, which combined artistic performances with tourism culture and created the tourism performing arts industry. A completely new industry. After entering the 1990s, the emergence of Shenzhen OCT truly integrated tourism culture and performing arts programs to form a new tourism project. Hangzhou's "Eternal Love in Songcheng" is also a representative of this period, both by bringing performing arts programs into the theme Parks, enhance attractiveness and increase foot traffic.

Chart the development of the tourism performing arts industry

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The four elements that affect the success or failure of the tourism performing arts: product, price, marketing and location

Judging from the practice of existing tourism performing arts programs, product (i.e. performance quality, including novelty, elegance and vulgarity, integration with local national culture, etc.), pricing (proper pricing will help the project go smoothly) Achieving profitability, marketing (groups and individual tourists each have their own focus, a comprehensive marketing system, location (affecting early profits and even overall success or failure of the performance) are the four key factors that determine the success or failure of tourism performing arts projects.

3.2.3 Hotel

Picture Hotel Brands

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Directly benefiting from the rapid development of the country’s economy and the improvement of people’s living and consumption levels, my country’s hotel industry The scale continues to grow, and my country's hotel industry is gradually moving towards an era of large-scale and high-quality development. In recent years, the development of my country's hotel industry has shown obvious structural differentiation within the industry. Luxury hotels represented by five-star hotels are favored by the country. Policies such as restrictions on "three official" consumption and the "Eight Regulations of the Central Government" have caused consumer demand to shrink rapidly. At the same time, due to multiple factors such as high operating costs and peak real estate investment, the development speed and scale growth rate of luxury hotels have shown a trend of decreasing year after year. . Economic hotels represented by hotel chains such as Home Inn and Hanting Hotel have entered a reshuffle stage due to serious homogeneity and oversupply after experiencing a peak of rapid growth. The mid-to-high-end hotel industry has benefited from consumption upgrades and the middle class. With the rapid expansion of consumer groups and the impact of consumption shifts from budget hotels to luxury luxury hotels, mid- to high-end hotels have ushered in an era of industry dividends in recent years and have maintained rapid development for many years.

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3.2.4 Outbound Travel

At present, the epidemic has been stably controlled in China, and China has once again become the most active tourism region in the world. Since April, domestic tourism has increased. The industry has gradually recovered, with no restrictions on individual and group travel within China, flight and train services have returned to pre-epidemic levels, and exhibitions and conferences that attract large crowds of people are also taking place. Asia-Pacific and Europe are the main destinations for tourism, and the trend of converting outbound travel into domestic travel will continue, especially in 2021, as less crowded places and new destinations will become more popular. Some Chinese tourists still have doubts about traveling abroad. At the same time, the proportion of affluent people who can spend money on leisure travel will further increase, and the products and services of local travel service providers will become more diverse and mature.

3.2.5 Scenic Spots

Performance growth logic of listed companies in scenic spots

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3.2.6 OTA

The development of OTAs has experienced a leap from the PC terminal to the mobile terminal and then to the mini program terminal. Several giants of China's online travel companies have formed and are constantly consolidating their moats, such as Ctrip, which is dominated by traffic and takes advantage of big data. Fliggy, the HNA system dominated by its own system; and they are developing offline, sinking into third- and fourth-tier cities, and even opening up overseas space. From a trend perspective, online tourism has entered a platform period and a new stage of centralized development.

3.2.7 Catering

In the context of rapid development of the diversified catering industry, group meals and takeaways, fresh food in convenience stores, etc., due to timeliness and economic considerations, the need for standardized ingredients The demand is increasing rapidly. The development of the catering industry is mainly affected by its own economic development level, service quality, innovation awareness, etc.

3.3 Competition Analysis

3.3.1 Duty Free

Figure Duty Free Shop Competition Analysis

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3.3.2 Performing Arts

Among the tourism performing arts industry, theme park performing arts have the strongest profitability, with only 9 theaters, contributing 46% of domestic tourism performing arts box office revenue.

Table the current SWOT analysis of the tourism industry

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3.3.3 Hotel

The current hotel industry in my country The chaining rate and concentration are relatively low. Calculated in terms of the number of guest rooms, the annual chaining rate of my country's hotel industry is only 24.9, which is lower than the 41.1 in the global market and far lower than the 71.8 in the United States. Although due to differences in market development time, consumption habits, brand loyalty, owner preferences, etc., the chain rate of my country's hotel industry is difficult to reach the same level as that of developed countries, compared with the ceiling of 70 in the U.S. market, the chain rate of my country's hotel industry There is still much room for improvement in the rate.

Chart Comparison of hotel chainization rates between China and the world

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In recent years, the chainization rate and leading concentration ratio of my country’s hotel industry Keep improving.

Chart of the chain rate of my country’s hotel industry

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3.3.4 Outbound Travel

Domestic current outbound travel The penetration rate of tourism is still at a low level compared with overseas.

Chart Domestic Outbound Tourism Penetration Level

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3.3.5 Scenic Spots

Traditional single scenic spots are in Faced with intensifying competition on the supply side and upgrading consumption on the demand side, we are facing tremendous pressure on performance. The upper limit of passenger flow is restricted by the carrying capacity of the scenic spot. In the absence of major changes in the holiday system, the passenger flow in peak season cannot bear the load. Force majeure risk factors Large scenic spots are subject to passenger flow, and passenger flow is subject to objective factors and subjective wishes of the departure place and destination. Therefore, the scenic spot is a fragile system before natural and man-made disasters, heavy rains and heat, as well as currency purchasing power and consumption upgrades. The developable area within the scenic area is restricted, and any form of development and construction activities is prohibited in the core area and buffer zone of the nature reserve; development and construction activities carried out in the experimental area of ??the nature reserve must not affect its functions or destroy its natural resource or landscape.

3.3.6 OTA

Chart of my country’s OTA market share

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In October 2015, “Ctrip "Qunar" was acquired through a share exchange, and Baidu became Ctrip's largest shareholder. This merger has a profound impact on my country's OTA market, and the competitive landscape has changed from two strong players to a dominant one. The OTA business has natural monopoly attributes, and Ctrip has formed an operating syndicate monopoly by relying on its first-mover advantage.

3.3.7 Catering

Chart Porter’s Five Forces Analysis of Catering Industry

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3.4 China Tourism Industrial Enterprises

Table of Listed Companies in China’s Tourism Industry

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3.5 Important Global Competitors

Table World Travel Conference and Euromonitor Global Tourism Cities Top 100

Table of major listed companies in the overseas tourism industry

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_InterContinental Hotels Group (InterContinental Hotels Group PLC, IHG: is a global hotel group that operates and franchises more than 4,400 hotels and more than 660,000 rooms in more than 100 countries and regions around the world.

InterContinental Hotels Group is currently the world's largest professional hotel management group with the widest network distribution. It owns many internationally renowned hotel brands such as InterContinental, Crowne Plaza, and Holiday Inn, and has more than 55 years of international hotel management experience.

_TUI AG: is a German company engaged in the provision of fully integrated travel services through its subsidiaries. The company's core business consists of integrating wholesale customers such as Flight and cruise tickets, tours and hotel accommodation are sold as individual components or packaged travel to travel agencies, tour operators and individual customers, such as TUI and Thomson. Its products include hotels, cruise ships, airlines, aircraft, travel agencies, tour operators and online portals. Its activities are divided into two core segments: Tourism and Other Businesses. The Tourism Business segment includes the company's core business activities and is divided into three regions: the Northern Region, the Central Region and the Western Region. . The company is active internationally, focusing on the United Kingdom, Western Europe and Russia.

_CARNIVAL: is the world's number one super luxury cruise company with a large fleet of luxury cruise ships. Its main product is FunShip The fleet sails and operates in Europe, the Caribbean, the Mediterranean, Mexico, and the Bahamas throughout the year; while seasonal routes include Alaska, Hawaii, Panama Canal, Canadian waters, etc., providing a variety of leisure facilities, novel decoration, and spacious cabins. .

_LASVEGASSANDSCORP: is a global integrated resort developer that develops resort destinations that integrate multiple functions, including accommodation, gambling, entertainment, retail, conference and exhibition facilities, Celebrity chef restaurants and other facilities. Its operations and development activities mainly occur in Macau, China, Singapore and the United States. Its corporate ownership includes: The Venetian Macao, the Four Seasons Hotel Macao, and the Four Seasons Hotel Macao. Co., Ltd. Management and Plaza Casino

Chapter 4 Future Industry Outlook

Tourism is an important part of the tertiary industry and one of the fastest growing emerging industries in the world. Known as a "sunrise industry".

Under the new situation, there will be three new views on the criteria for judging scenic spots companies.

In the context of consumption upgrading and value-driven, outbound tourism. Will enter the quality stage, the O2O application of new tourism retail will be more extensive, and the online channels of travel agencies and offline stores will be integrated, and the destination travel service platform will rise to accurately connect people and services.

As the The improvement of the current vacation system and the implementation of the paid vacation system will create a huge domestic tourism consumption market. While maintaining the competitiveness of international tourism, domestic tourism and outbound tourism will enter a period of rapid development as our country's economy continues. With rapid growth and the continuous improvement of people's living standards, while traditional sightseeing tourism continues to grow, leisure and vacation tourism will develop rapidly in the future, catalyzed by social media such as Douyin, WeChat, and Weibo. In order to spread information faster, it is expected to accelerate the promotion of personalized tourism, Internet celebrity destinations, etc. among the post-90s and post-00s generations, and its importance is highlighted.

In the new stage of development, my country's tourism industry is in a critical period of development, with both important development opportunities and severe challenges. In the coming period, my country's tourism industry must complete the three major tasks of promoting the construction of the tourism industry system, comprehensively improving the quality of the tourism industry, and comprehensively giving full play to the functions of the tourism industry, so as to achieve the strategic goal of building a world tourism power and cultivating new important industries.

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