my country’s tourism market development strategy is

The overall background is: my country’s three major markets are developing rapidly. In 2004, my country ranked 4th and 7th in the world in terms of the number of inbound overnight tourists and the 7th in foreign exchange earnings from tourism respectively; the number of domestic tourists reached 1.1 billion; the number of outbound tourists reached 28.85 million, making it the largest source market in Asia. Tourism has become a new growth point of the national economy, creating a large number of income and employment opportunities. In 2003, the direct and indirect employment opportunities created by my country's tourism industry accounted for 5.2% of the country's total employment. At the same time, tourism has become a widely accepted way of life for our people. In 2004, the average travel rate of urban and rural residents in my country reached 84.8%, which is an important feature of the development of tourism after my country initially achieves the goal of becoming a moderately prosperous society.

But at the same time. Our country’s tourism industry is also facing some problems and pressures. First, inbound tourism is facing more intense competition. International tourist destinations are constantly improving their tourism competitiveness, and China must actively respond. There is a gap between the ranking of my country's tourism foreign exchange earnings and the ranking of tourists, which reflects the deep-seated challenges of inbound tourism.

Secondly, my country’s outbound tourism has grown rapidly in recent years. During the "Tenth Five-Year Plan" period, the growth rate of my country's outbound tourism was 21.92 percentage points higher than that of inbound tourism, and a tourism trade deficit has potentially occurred. If this growth rate gap remains for a long time, the rapidly increasing deficit will have a significant impact on the leakage of my country's domestic demand and the balance of international payments, and must be taken seriously. At the same time, problems such as stranding and illegal smuggling of Chinese tourists using overseas travel channels have increased. Tourism departments, tourism agencies and tourism enterprises must respond to these new challenges.

Third, my country’s low-level and extensive growth model of domestic tourism faces challenges. Tourists flocked out during the three "Golden Weeks", causing transportation and accommodation difficulties. Scenic spots are overcrowded. Tourism supporting services and service quality are still unsatisfactory. The so-called extensive growth model of "first-class resources, second-class development, and third-class services" affects the grade and taste of tourism products and makes it difficult to increase the added value of tourism.

Understanding and opinions on the three major market development strategies.

Market development strategy refers to accurately grasping new changes in tourism market demand, effectively guiding customer source market demand by increasing effective supply and transmitting tourism information, and improving the ability to control the international and domestic tourism market. . my country's market development strategy for the three major sectors of the inbound market, domestic market and outbound tourism market needs to constantly adapt to new realities and new problems, adapt to market development changes, reflect the development orientation of the tourism industry, and be conducive to the development of both international and domestic markets, and both resources so that they can promote each other and develop in a coordinated manner.

About vigorously developing inbound tourism: "Vigorously developing inbound tourism" is the continuation of the unchanged strategic policy from the previous period, indicating that inbound tourism is still the focus of the development of the national tourism industry. To develop inbound tourism, we must strengthen the publicity and promotion of the country's overall tourism image. The new era should bring new measures. The first thing should be the new image. Globalization brings openness and transparency. my country's previous tourism attraction based on "ancient, large, poor, and far away" can no longer reflect the face and characteristics of China in the new era. Taking advantage of the 2008 Beijing Olympics and the 2010 Shanghai World Expo, China's tourism must reshape a new, distinctive and attractive image - although this reshaping process has already begun. The second is to coordinate the systems and mechanisms for promotion; integrate and coordinate the central and local governments, the overall image promotion of the government and corporate promotion, and mobilize the enthusiasm of all parties. Thirdly, there should be better decision-making, supervision and evaluation mechanisms for the use of promotional funds.

About standardizing the development of outbound tourism: The outbound tourism market strategy has changed from the original "moderate development" to "standardized development." From the literal meaning, the core of "moderate" lies in "quantity and measure control", while the focus of "normative" lies in "standardized management". According to the current understanding, the contradictions targeted by the "norms" are: while my country's outbound tourism is developing rapidly, there are also phenomena such as vicious price competition, lack of integrity, chaotic business order, and stranded tourists in operations. The main connotation of "norms" is that in future development, it is emphasized that the tourism authorities should assume the responsibility of maintaining market order and advocate honest tourism; enterprises should provide products of consistent quality and price to guide tourists to consume rationally; tourists should establish mature consumption concepts , thereby promoting the healthy, sustainable and stable development of the outbound tourism market.

The subtext of the strategic change is that the rapid growth of outbound tourism is irreversible, but "standardization" is an optional policy.

However, judging from the current situation, the background on which “moderation” is based is not outdated and must be taken seriously. According to an analysis by the Tourism Research Center of the Academy of Social Sciences, my country's international tourism has become a foreign exchange-consuming industry, with a deficit estimated at more than 10 billion US dollars. According to a survey by the China Public Welfare Lottery Research Institute of Peking University, as much as 600 billion yuan of funds flow to overseas casinos in China every year. Developing in accordance with the natural trend, the leakage of domestic demand in my country will be huge, and the impact on the balance of international payments will also be significant. The gap between China's rich and poor has increased in recent years, and the high consumption abroad by some wealthy people has attracted world attention. Although my country's international balance of payments has experienced a double surplus, it must be noted that my country's commodity exports are mainly cheap and labor-intensive. Behind the export and foreign trade advantages of products and resources are the hard-earned costs and life subsidies of hundreds of millions of workers; using the foreign exchange exchanged in this way to support the wealthy's luxury consumption abroad goes against the original meaning of a "harmonious society."

But the problem is that if the policy is inappropriate, "control" will exactly lead to "anomie". my country's previous method of using travel agency outbound tourism business quotas, as well as its earlier implementation of restrictions on Chinese citizens traveling abroad for private purposes, were all secretly overridden. The strong demand for outbound travel by Chinese citizens exists objectively. The demand for outbound travel by Chinese citizens must be faced squarely, and outbound tourism must be evaluated from the perspective of overall economic and social development.

To regulate outbound tourism, follow-up work should be done for destination countries that have opened outbound travel for Chinese citizens, and bilateral tourism cooperation relationships and working channels should be established; the tourism department should do a good job in the management of travel agencies and coordinate with the Ministry of Public Security Crack down on overseas gambling, prevent illegal immigration through tourism, etc. At the same time, efforts should be made to study the crisis management mechanism and control measures for the outbound tourism market.

Overseas payments supported by some credit cards have actually exceeded the exchange limit, causing a large outflow of domestic consumption power. Personally, I believe that the regulation and regulation of outbound consumption should also be the meaning of "standardization". In overseas gambling and pornographic establishments, payment by Chinese credit cards should be restricted, and customs declaration and tax calculation should be strict for overseas purchases. The issue of levying exit taxes under the new situation should be studied and the regulatory gates for outbound travel should be preset. Statistical surveys of Chinese people’s overseas travel expenses should be strengthened.

About comprehensively improving domestic tourism: According to the general rules of world tourism development, domestic tourism will be fully developed after per capita GDP reaches US$1,000. With the advancement of building a moderately prosperous society in an all-round way, my country's per capita GDP will leap from US$1,000 to US$3,000. The consumer market, consumption structure, and industrial structure will all undergo significant changes, and tourism consumption demand will increase significantly.

Promoting domestic tourism means meeting the growing needs of citizens with better products and services. In the past, our country paid more attention to the quality of reception services for inbound tourists. With the substantial increase in my country's per capita income and the formation of the middle class, the demand for high-quality and high-end tourism continues to grow. Ordinary people's tourism consumption has also changed from ignorance to picky and mature, and the vast rural tourism market has also begun to take off. Facing the strong and ever-escalating domestic tourism demand, my country's tourism industry must continue to expand the industrial scale, extend the industrial chain, form an industrial cluster, and improve the industrial connection of the "six major elements"; it is necessary to strengthen the construction of high-quality tourist attractions and improve scenic area planning. , management, and service levels; further improve the management level and service quality of tourist hotels; it is necessary to further strengthen the construction of tourism infrastructure and improve the construction of tourism transportation networks and airports and ports.

Promoting domestic tourism calls for more stable tourism. The "Golden Week" system has played a positive role in the development of my country's domestic tourism industry, in promoting national understanding of tourism, in establishing various tourism regulations, and in promoting the role of tourism in promoting economic development. However, too concentrated tourism consumption has also brought about a series of problems. Consideration can be given to replacing the current Golden Week by expanding and conscientiously implementing paid leave during the "Eleventh Five-Year Plan" period in accordance with international practice.

Promoting domestic tourism also means striving to achieve harmonious and sustainable goals in terms of tourism product development, tourism operation management, and tourist guidance. Not only must we emphasize the sustainable development of tourism, but we must also make tourism contribute to the sustainable development of our country's economy and society. Eco-tourism, healthy tourism should be advocated, and the ecologicalization of mass tourism should be advocated. We should continue to vigorously develop industrial and agricultural tourism and red tourism, so that the tourism industry can contribute to the country's macroeconomic transformation and adjustment and the development of backward areas.

Travel has become a way of life for Chinese people. In the new era, we must see the function of tourism as a "social slow-release agent", that is, tourism provides people with a very positive and beneficial way of leisure, allowing people to escape from those low-level, vulgar, and decadent ways of enjoying themselves; tourism It promotes understanding and communication between people, between industries, between developed and backward regions, and between countries; tourism allows people to temporarily escape from the cumbersome daily life, brings psychological release to people, and has the function of easing social Social functions of stress. The function of tourism as a "social slow-release agent" is something we have not formally proposed in the past. However, we must also note that without corresponding guidance and management, tourism will also lead to confrontations between people, and conflicts between hosts and tourists. Therefore, we should advocate "responsible tourism" and "harmonious and sustainable tourism". This is an international trend. By designing good tourism products, improving service quality and optimizing the tourism environment, the tourism industry can play a role in improving people's quality of life and living environment, and contribute to the creation of a harmonious society.

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