The paper analyzes the problems existing in the development of China's tourism industry.

Our city's tourism industry has made great progress since the Ninth Five-Year Plan, but there is still a big gap from the requirements of the municipal party committee and the municipal government to build a pillar tourism industry and a dynamic regional tourism center. Compared with the development of tourism in the surrounding areas, credit is still lagging behind, and the rich tourism resources have not really been transformed into industrial and economic advantages. In my opinion, there are mainly the following problems:

First, there are problems:

(1) The understanding is not in place, and the establishment of a government-led tourism development mechanism has not really taken shape

Although the municipal party committee and the municipal government regard tourism as one of the "four pillars" industries. The city's leading group for the coordination of humanistic eco-tourism industry has also been established, but it has not attracted the attention of all counties (districts) and relevant departments. The development of tourism industry has not been included in the important agenda of party committees, governments and relevant departments at all levels. How to transform resource advantages into industrial advantages and industrial advantages into economic advantages lacks serious investigation and research, and specific and effective policy guidance and safeguard measures have not yet been formed. Tourism has the characteristics of wide coverage, great relevance and strong driving force. Only by implementing the government-led development strategy can we break through the institutional limitations and achieve sustained and rapid development. Practice has proved that where the government plays a strong leading role and all levels and departments cooperate closely, the tourism industry will develop rapidly and benefit well. For example, the development of tourism in Ningxia and Yinchuan is a typical example. Due to the strong leadership of Yinchuan Municipal Government, a cross-regional and cross-industry "Northwest Customs" tourism federation was established, which has achieved great unity, development and market. In recent years, it has sprung up in the western region and gained a lot. Judging from the present situation of our city, some counties have unclear positioning of the tourism industry, poor management system, inflexible mechanism, and lack of necessary office space, and even the salaries of staff in individual scenic spots (spots) cannot be guaranteed, resulting in the phenomenon of "begging for food everywhere with golden rice bowls". The concept of big tourism, big industry and big market has not really been established at all levels of leadership. The establishment of a government-led tourism development mechanism is mostly in words and written in documents, but it has not been implemented in action.

(2) Planning is not in place and infrastructure construction is not scientific

Tourism development planning is a programmatic document to realize the development, construction and coordinated development of the "six major" elements of tourism. At present, there is no unified overall planning of the city's tourism development (being compiled), which is bound to lack guidance and scientificity in guiding the development of tourism resources, infrastructure construction and the improvement of supporting services. It leads to blind construction and repeated construction, which not only wastes funds but also destroys the overall image of scenic spots (spots), and even causes ecological damage and waste of resources. As far as our city is concerned, seven counties (districts) have no overall planning for tourism development, and some leading scenic spots are not perfect in regional tourism development planning, lacking scientific argumentation. Counties (districts) are fighting each other, and the integrated development of resources has not been considered in the overall pattern of the city, the province and even the surrounding areas. It is urgent to formulate the overall planning of the city's tourism development and the county development planning.

(3), the publicity is not in place, the popularity of tourism products is not high, and the market development is slow

There is a lack of rational analysis and serious research on the integration of local tourism resources, the promotion of tourism boutique routes, and the overall linkage. It is not enough to simply distribute publicity materials only by attending promotion conferences and trade fairs held in other provinces and regions. The counties (districts) and scenic spots are fighting for each other in propaganda, and the propaganda means are simple and the scientific and technological content is low, which makes the limited funds fail to exert the best benefits and cannot achieve the effect of grasping the fist of Kunming, highlighting the characteristics and becoming famous at one fell swoop. In addition, the investment in tourism promotion is relatively large, and the city's finances are relatively difficult. It is only a drop in the bucket to rely on the government-led investment to carry out all-round publicity activities. The publicity mechanism of "government-led, enterprises' participation and market operation" has not yet been formed in our city, resulting in short funds, weak efforts, low scientific and technological content, single means, poor coverage and slow market development. As a result, the competitive characteristic tourism products have low market share, no buying point and low popularity.

2. Development measures:

(1) Elaborate the overall planning of the city's tourism development

Tourism development planning is a programmatic document guiding the sustained, coordinated and healthy development of regional tourism, and is the basic requirement of the sustainable development strategy. Only under the guidance of overall planning can the sustainable utilization and development of tourism resources be realized. First, we should highlight the people-oriented concept. According to the requirements of Scientific Outlook on Development, with the goal of building a harmonious society, the six elements of tourism "food, shelter, transportation, travel, shopping and entertainment" should be rationally allocated and developed in a coordinated way, so as to help improve the quality of the people and promote the spread of national culture, and promote the harmonious development between man and nature. In terms of supporting facilities, it embodies humanized characteristics and subtle services, making it a base for collectivism and patriotism education. The second is to highlight sustainable development. The sustainable utilization and development of tourism resources is an important part of the planning, and the relationship between human resources and natural resources, cultural relics and the protection, development and utilization of ecological environment should be handled well. Adhere to the principle of paying equal attention to "rational development and protection and utilization", and maintain in development, develop in protection and enhance social and economic benefits in utilization. The third is to embody characteristics and give play to comparative advantages. Through the general survey of tourism resources, it is necessary to highlight the monopoly resources of "people have nothing but me, and people have my essence" in our city, and focus on building the Taoist holy land, Kongtong Mountain, the birth of the Western Queen Mother back to Zhongshan, the ancient Chengji, the sacred shrine of Fuxi in China, the emperor's worship to heaven, the Xiatian Temple, millions of acres of agricultural ecological terraces and the Huangfu Mi cemetery, so as to give full play to the intensive role of funds, integrate resources, and combine blocks and belts.

(2) Strengthen the supporting construction of infrastructure, and make every effort to cultivate quality products

We should regard running projects, competing projects and establishing projects as important ways to upgrade the level of tourist attractions (areas), improve supporting service functions and promote the construction of quality tourism products, so as to firmly believe that Qingshan will not relax and pay close attention to project construction. First, we should speed up the construction of tourism project library. In accordance with the regional tourism development plan, firmly grasp the national investment orientation, screen a number of large projects with strong driving force, great relevance, development prospects and certain basic conditions, conduct research and demonstration to do a good job in the preliminary work, and establish a city, county (district) tourism infrastructure project library. Actively promote to the relevant departments of the province and the state. At present, our city should firmly grasp the investment orientation of the National Tourism Administration to implement red tourism, speed up the demonstration and declaration of red tourism projects, seize the opportunity of the provincial government to implement the "Longdong Traffic Battle", speed up the declaration of broken road projects in tourist attractions (spots), and improve the accessibility of scenic spots (spots). The second is to increase investment attraction and establish a multi-channel investment and financing mechanism. It is far from enough for the construction of tourism infrastructure projects to rely solely on government investment. It is necessary to establish a financing mechanism of "government-led, social participation, market operation and standardized management". According to the principle of separation of ownership and management rights, various forms such as transferring ownership, granting management rights and implementing joint-stock system should be adopted to attract foreign capital and private economy to participate in the development and construction of tourism resources. At present, firstly, we should formulate a unified policy orientation for the whole city, secondly, we should screen and draw up a project library for attracting investment and developing private economy, and thirdly, we should create a good investment environment to attract social funds to participate in the construction. The third is to improve the cultural connotation and cultivate fine products. The construction of tourist attractions and the development of products should pay attention to cultural connotation, highlight regional characteristics, establish the concept of "culture is the soul of tourism", integrate culture into scenic spots and products, and enhance the vitality of scenic spots and tourism products. For example, our city's Kongtong culture, Xiwangmu culture and Huangfu Mi culture have a deep accumulation and a long history. We can set up Kongtong Culture Research Association, Kongtong Wushu School, Xiwangmu Culture Research Association and Huangfu Mi Culture Research Association to strengthen the excavation and arrangement of regional culture and improve the cultural content of tourist attractions (spots).

(3), multi-party cooperation, strengthen publicity, and strive to improve the influence and popularity of Pingliang tourism

Publicity and promotion is an important means to improve the popularity and reputation of tourism products and an important carrier to promote the cultural communication and economic prosperity of tourism economic industries. In external publicity, we should unswervingly adhere to the policy of "vigorously developing inbound tourism, standardizing the development of outbound tourism, and comprehensively promoting domestic tourism", and strive to open up three major tourism markets in accordance with the marketing concept of "stabilizing the near and expanding the far, subdividing the market, making overall linkage and making key breakthroughs".

first, it is necessary to segment the market, focus on the target, concentrate funds and focus on breakthroughs. It is necessary to seriously study and analyze the mainstream tourist market, aim at the purpose, have a definite aim, concentrate limited funds to break through the mainstream tourist market with all efforts, and strive to achieve greater results. We can conduct a comprehensive questionnaire survey of Laiping tourists in the main tourist attractions, hotels and travel agencies in our city, analyze the mainstream tourist market, understand the shortcomings in reception services, grasp the tourist market, aim at the main direction, and fully explore the mainstream tourist market. The second is to innovate ideas, improve means, unite in many ways, and promote as a whole. It is necessary to adopt various forms such as cross-industry alliance and cross-regional alliance to innovate the concept of publicity and promotion; Production of beautifully bound, culturally rich, high-tech publicity albums, CDs and works and souvenirs with local characteristics. At present, with the help of the province's key tourism publicity planning and the publicity platform provided by the "Northwest Customs" Tourism Federation, we should adopt various forms such as television, media and festival network to integrate local tourism products, aim at the market, improve means, and concentrate funds on key breakthroughs in order to achieve a sensational effect in the mainstream tourist market. Third, the government should lead, enterprises should participate and the market should operate. The tourism market and promotion should adhere to the mode of "government-led, enterprise participation and market operation", which not only makes the theme prominent and rich, but also achieves the purpose of sharing resources and achieving remarkable results. We should be able to use the limited funds together and give full play to the efficiency of the use of funds.

(4) Administering tourism according to law and improving the comprehensive quality of tourism in an all-round way

Tourism is a new type of economic industry with high correlation. To achieve healthy, orderly and rapid development, we must conscientiously implement the good tourism environment of Scientific Outlook on Development, people-oriented and strive to achieve an orderly operation and a good market.

First, we should take Scientific Outlook on Development as the guide and establish the people-oriented concept. The development of tourism is conducive to spreading the excellent culture of the motherland and improving the quality of the Republic of China. It is necessary to improve the service quality in an all-round way through tourism, and enhance the civilization of the whole industry through civilized service, high-quality service, humanized service and subtle service. Meet the fundamental interests of tourists through colorful tourism activities. The second is to establish environmental awareness. Tourism is the environment, tourism is the service, and the environment is an important factor in the development of tourism. We should correctly handle the relationship between creating environment and protecting development, promote development through protecting the environment, and promote the establishment of a beautiful environment, high-quality service and excellent order by developing a better tourism environment. The third is to operate in good faith and standardize the market order according to law. By vigorously carrying out market rectification, vigorously publicizing industry laws and regulations, we will promote "law-abiding and honest management" activities in the whole industry, advocate honest management, make tourists understand consumption, and further standardize market order, so as to achieve a double harvest of "order, quality, environment and efficiency". Fourth, we should speed up personnel training and improve the overall quality of the tourism team. Tourism talents are the cornerstone of tourism development, and senior tourism management talents are the mainstay of tourism development. It is necessary to increase the training of tourism service personnel and management personnel by participating in various forms of training courses, strive to improve the quality of existing tourism team personnel, and introduce talents in various ways to improve the management level of tourism in order to meet the needs of big tourism, big market, big development and big development.