Recommended Important Cultural and Tourism Events

2025 Water Park Quality Improvement and Efficiency Enhancement Executive Training Class

May 8-9, Hangzhou Kaiyuan Senbo Water Park

On April 20-21, the 2025 China Tourism Science Annual Conference, hosted by the China Tourism Academy, was held in Beijing. Yao Jun, President of the China Association of Amusement Parks and Attractions (CAAPA), was invited to attend the conference and gave a keynote speech on the "adherence to the right principles and innovation" of tourist attractions during the 14th Five-Year Plan period.

President Yao Jun stated that the 14th Five-Year Plan period is the first five-year period after the 20th National Congress of the Communist Party of China, and also a crucial five-year period for achieving the long-term goals for 2035. The tourism industry shoulders new missions and tasks in this new era of development. General Secretary Xi Jinping attaches great importance to tourism work and has made a series of important statements on tourism work, profoundly revealing the five basic characteristics, three major principles, five missions and tasks, and five major relationships that need to be coordinated in China's characteristic tourism industry. He has clarified the development goal of building a strong tourism country and pointed out the direction of the development path of China's characteristic tourism, providing strong ideological guidance and fundamental adherence for the 14th Five-Year Plan period and the future development of tourism in China.

President Yao Jun stated that after more than 40 years of innovative exploration, China's tourism industry has successfully forged a unique development path. Looking back at the journey of tourism development, innovation is the core element throughout the entire process of China's tourism development. This is determined by the industry's characteristics of being "new, unique, and special," and also by the needs of the vast number of tourists for a better tourism experience. There is no model to refer to or learn from for the high-quality development path of a strong tourism country. On the path of practicing the people's livelihood industry and the happiness industry, tourism professionals need to continuously innovate in theory and practice to solve problems in development.

President Yao Jun pointed out that the current tourism concepts, tourist consumption behavior, and scenic area development patterns are undergoing drastic changes, and the revenue models of traditional scenic areas are facing enormous challenges. There is an urgent need to innovate development models to achieve quality improvement and efficiency enhancement, and it is necessary to adhere to the dialectical unity of upholding the right principles and innovation. Upholding the right principles of serving a better life, promoting economic development, building a spiritual home, showcasing China's image, and promoting cultural exchanges and mutual learning, we must take the mission and tasks of tourism in this era as the foundation for innovative tourism development. We must continuously promote tourism in the process of practicing the happiness industry and the people's livelihood industry, becoming an important foundation and effective support for meeting the people's growing desire for a better life; in industrial development, playing a lever and driving role, providing a continuous source of power for stimulating economic development and promoting consumption; in the practice of cultural and tourism integration, meeting the people's ever-growing spiritual and cultural needs, and enhancing the people's spiritual strength; becoming an important tool for cultural output and ideological dissemination, showcasing a beautiful image of China; and helping to form a multi-faceted and interactive pattern of cultural exchanges between China and foreign countries, continuously enhancing cultural exchanges and mutual learning between China and foreign countries.

President Yao Jun suggested that during the 14th Five-Year Plan period, tourist attractions should adhere to the people-centered approach and be based on the needs of tourists; they should leverage the multiplier effect of tourism to drive economic growth through measures such as promoting the revitalization of existing resources, building a modern tourism ecosystem, and activating the night economy; they should apply various technological means such as artificial intelligence and virtual reality to deepen the integration of culture and tourism; they should focus on creating emotional value, telling the stories of scenic areas, and creating cultural and tourism products with strong emotional value; and they should deepen international exchanges and cooperation to showcase the beautiful image of China.

President Yao Jun emphasized that currently, large-scale, capital-intensive investment in scenic areas and resorts is slowing down, and they are entering the stage of existing resource operation. In the process of promoting the improvement of quality and efficiency of world-class, national-level, and provincial-level scenic areas and resorts, it is necessary to improve the level of high-quality development through innovative transformation and upgrading. As a platform for the tourism, leisure, and entertainment industry, the China Association of Amusement Parks and Attractions effectively integrates domestic and foreign cultural and tourism groups, amusement equipment manufacturers, cultural performances, film and animation, and cultural and tourism planning, design, construction, and construction industry chain resources. It actively participates in the transformation and upgrading of existing resources in aspects such as cultural and tourism creative planning, IP planning empowerment, amusement equipment and equipment, technology application and upgrading, and continues to play an important role in the improvement of quality and efficiency and innovative transformation of tourism resources.