In 2024, the tourism economy transitioned from a rapid recovery phase to a new cycle of prosperous development. Major domestic tourism indicators during the seven holidays and two seasons (Spring Festival, Labor Day, National Day, summer vacation, and ice and snow season) continuously hit record highs. Inbound tourism achieved above-expectation growth, and outbound tourism recovered in an orderly manner. New tourism demands, such as ice and snow, summer resorts, study tours, food, shopping, self-driving, and cruises, drove tourism investment growth and business innovation. The overall outlook for the tourism economy in 2025 is even more optimistic, with high-quality development of the tourism industry proceeding steadily and major development indicators expected to reach record highs. Beyond consumption, investment, and inbound and outbound data, we pay more attention to the voices of thought, such as how the fruits of tourism development benefit the people? How can the modern tourism system be improved? How can we build a strong tourism country? How can we tell China's story to the world and promote the construction of a global tourism community? Only when thoughts are seen and voices are heard can the high-quality development of the tourism industry proceed steadily and far.

2024, Prosperity Begins

This year, holiday tourism was bustling, with tourism in China moving forward warmly. During the seven holidays (including Spring Festival, Labor Day, and National Day) and the summer and ice and snow seasons, the number of domestic tourists and total tourism consumption both surpassed the levels of the same period in 2019. According to comprehensive calculations by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism), the number of domestic tourists nationwide during the summer vacation (June to August) reached 1.949 billion ，with a year-on-year increase of 6.0% ；total spending reached 1.31 trillion yuan ，a year-on-year increase of 8.3%. During the 2023-2024 ice and snow season, the national ice and snow tourism market size exceeded 400 million person-times and 550 billion yuan ，both setting record highs. Structural data such as the travel radius of urban and rural residents during holidays, the radius of destination recreation, the tourism rate of rural residents, and the proportion of self-driving tours also showed a continuous expansion trend. The flow, volume, and quality of tourism showed a steady and improving trend. With the continuous release of policy dividends from departments such as diplomacy, immigration, public security, ports, and finance, a series of convenient measures have been introduced for the entry of foreign nationals, and basic market improvement policies such as "Hong Kong cars going north" and "Macau cars going north" have been implemented. Coupled with the Ministry of Culture and Tourism's increased promotion of "Hello! China" globally, the number of inbound tourists throughout the year achieved above-expectation growth, and the outbound tourism market also showed an accelerating recovery trend. According to data from the National Immigration Administration, from January to November 2024, the number of foreigners entering the country through various ports nationwide was 29.218 million ，with a year-on-year increase of 86.2% ，approaching a historical peak.

This year, beautiful urban and rural areas are shared by both hosts and guests, with tourism in China deeply rooted in life. The tourism industry has become an increasingly prominent strategic pillar industry, and it is also a people's livelihood industry and a happiness industry with distinct contemporary characteristics. From scenery to scenes, from theaters to markets, every city and village is a new space for a better life shared by both hosts and guests. From a national perspective, sightseeing tourism remains a basic need, and tourist attractions and resorts remain typical tourism spaces. While the frequency of travel and tourism spending are increasing, we have also noticed obvious changes in tourism behavior and consumption structure. The emergence of new concepts such as reverse tourism, substitute tourism, white-label tourism, and special forces tourism marks the tourism economy's entry into an era of rational consumption where diversification, personalization, and quality coexist. A China Tourism Academy survey shows that 45.5% of tourists value the culinary experience in their itinerary, and 59.2% are willing to learn more about the destination's food culture during their travels. The night opening rate of 5A-level tourist attractions has increased to 63%, and nearly 40% of national-level tourist resorts have launched nighttime events, indoor leisure, and outdoor entertainment. More and more tourists want "I control my itinerary" and "I control my experience," and are more willing to pay for their own emotional value rather than the functional value of following the crowd. As a result, more and more niche tourist destinations that emphasize "sincerity, kindness, warmth, inclusiveness, listening, and pampering" have become popular.

This year, technology drives industrial upgrading, with tourism in China taking flight. The tourism supply chain, including aviation, shipping, ride-hailing, car rentals, shared bicycles, scenic spots, resorts, hotels, homestays, catering, travel agencies, and tour guides, accelerated its recovery, with classic business models accelerating innovation, and more investment institutions, technology companies, and market operators crossing over. The top 20 tourism groups, represented by China Tourism Group, OCT, Shoulu, Jinjiang International, Lingnan, Zhejiang Tourism Investment, Shandong Tourism, Shaanxi Tourism, Sichuan Tourism, Hubei Tourism, Ctrip, Kaiyuan, Spring Airlines, Xiangyuan, Sunac, and Fosun, led the improvement of major project investment and destination reception systems. While demonstrating service value and creativity, more than 60,000 travel agencies and 700,000 tour guides began to regain and reshape their industrial status and social image. The tourism accommodation industry, represented by star-rated hotels and homestays, and typical business models such as scenic spots and resorts, have also made effective new explorations in cultural leadership, technological empowerment, and digital transformation. We pay more attention to the rise of pioneering enterprises that emphasize new productive forces such as technology application, cultural creation, and artistic creation, demonstrating leadership, growth, and value. Examples include Jingdezhen Taowen Tourism's world craftsmanship, Aranya Holdings' artistic life, Chengdu Tourism's aesthetic of life, Ado Hotel's traditional hospitality, Shenzhen Oya Design's child-friendliness, Madiel Tourism's ice and snow tourism, Hangzhou Xiangwai Tourism's village aesthetics, Hefei Binhu Investment's urban renewal, and Yunnan Kangteng's ecological tourism. With the support of artificial intelligence, advanced manufacturing, and industrial transformation, new tracks for the integration of tourism and technology are emerging, and a group of new digital chain masters are being cultivated. With the activation of more social stock resources, many small, exquisite, beautiful, and warm new cultural spaces and tourism scenarios have been created, demonstrating the unprecedented innovative vitality and development potential of the tourism industry.

This year, transportation shortened spatial distances, with tourism in China integrating urban and rural areas. The Yangtze River Delta, Pearl River Delta, Beijing-Tianjin-Hebei, middle reaches of the Yangtze River, Chengdu-Chongqing, Central Plains, and Guanzhong urban circles and city clusters have always been the most important tourist source areas, distribution centers, and destinations. From the monthly urban tourism heat, the travel power and reception volume of the "seven festivals and two seasons", it can be seen that cities and transportation are further consolidating the spatial pattern of tourism flow. The "Beijing-Shanghai-Chengdu" large triangle and the "Guangzhou-Shenzhen-Zhuhai" small triangle have gathered the basic tourist sources, reception systems, and innovative impetus of domestic tourism. Starting from this, we have always emphasized In the new era, the focus of tourism work is on cities, and the key is on rural areas In fact, rural tourism and ancient town tourism are also centered around urban agglomerations, generally presenting a market pattern of "large dispersion and small concentration." Benefiting from the improvement of provincial, intercity, and urban public transportation systems, the one-hour living circle, two-hour leisure circle, and three-hour tourism circle based on central cities are being formed. The continued growth of the highway tourism and self-driving tourism market has directly driven the sales growth of RVs, off-road vehicles, and passenger cars, and also driven the investment expansion of car rental companies such as Yihai, Hello, Shenzhou, and Didi. The market operators in the infrastructure fields of aviation, shipping, railways, and highways are shifting from strategic entry into product sales, capacity release, and image promotion to strategic growth in industrial investment, innovation and research, and brand growth, marking the arrival of a new stage of deep integration of tourism and transportation dominated by industrial capital.

This year, the policy effects continue to be released, tourism in China, open and shared. On May 17, the central government held the National Tourism Development Conference in Beijing for the first time. General Secretary Xi Jinping made important instructions on tourism work, focusing on improving the modern tourism industry system, accelerating the construction of a strong tourism country, and promoting the high-quality development of the tourism industry to be stable and far-reaching. Various departments and localities have studied and implemented the spirit of the meeting, held tourism development conferences at different levels, and issued a series of policy documents to promote tourism consumption, optimize tourism supply, and promote integrated development, which has greatly stimulated the travel intentions of urban residents and effectively enhanced the confidence of entrepreneurs. The effects of visa and payment facilitation policies are particularly significant. China has already 26 countries with visa exemption, 38 countries with unilateral entry visa exemption, 54 countries with transit visa exemption. From December 17, 2024, the transit visa-free stay time will be extended to 240 hours ，and the number of open ports increased to 60 ，and the number of applicable provinces increased to 24 Visa-free entry tourists can travel across provinces within the permitted stay and activity areas. The "large-amount card swiping, small-amount scanning, and cash bottoming" payment facilitation measures implemented by the financial sector have effectively improved the consumer experience of foreign inbound tourists. Substantial progress has been made in consultations between the Chinese and US and Chinese and European civil aviation authorities on increasing routes and increasing flights, which has promoted the recovery of the international tourism supply chain while also greatly optimizing the institutional environment for domestic tourism development.

In 2025, tourism ideas will rise

2025 is the closing year of the "14th Five-Year Plan" and the layout year of the "15th Five-Year Plan," and it is also a key year for the intensive introduction of favorable macroeconomic policies to consolidate the tourism economy's entry into a new cycle of prosperous development. Adding one more day of holiday for both the Spring Festival and Labor Day, and the principle of holiday rest arrangements will no longer arrange for compensatory rest days, maximizing the satisfaction of people's expectations and social concerns, means that the coming 2025 will be a year of great significance in the contemporary tourism development process Based on leading indicators such as the willingness of urban and rural residents to travel, the degree of recovery of the tourism supply chain, tourism investment innovation, tourist booking and travel agent purchasing index, and trend indicators such as the tourism market, macroeconomic conditions, and social development policies, There will be more optimistic expectations for the tourism economy in 2025, and higher quality development The number of domestic tourists, total tourism spending, holiday travel distance, destination stay time, newly added employees, newly added fixed asset investment, tourism scenic spots, resorts, travel agencies, star-rated hotels, graded homestays, and other tourism market operators, as well as inbound and outbound tourism numbers and tourism foreign exchange earnings, are expected to set new historical highs. The progress of the times and the growth of the industry inevitably require tourism development theories and national tourism strategies that adapt to it, and inevitably require practical guiding ideology from practice.

In the new year, the new era national tourism development theory is gradually taking shape. From inbound tourism in the 1980s to the rise of mass tourism in the mid-to-late 1990s, China's tourism theories, talent cultivation, planning investment, and project construction, including the disciplinary system, academic system, and discourse system, have always been learning from developed countries in Europe and America. When more than 1.4 billion people widely participate in tourism activities, when new productive forces drive tourism development rapidly, when culture, science and technology, sports, commerce, agriculture, rural areas, national land, oceans, and other sectors of the national economy and various fields of social development are deeply integrated with the tourism industry, we no longer have any development models to "copy homework," nor are there any national samples that can be directly compared. Whether it is building world-class tourist attractions and resorts, world-class tourist destinations, or world tourism routes, or cultivating world-class tourism enterprises, we can only take China's own path of tourism development. China's tourism development is both within and outside the world, which will be a reality that must be faced in the process of building a strong tourism country, and it is also a question that must be answered. In the new stage of the comprehensive development of mass tourism, we need to rethink strategic-level tourism development theories and guiding ideologies such as "who is tourism development for," "who does tourism innovation rely on," and "who dominates tourism openness." The tourism development of the new era should satisfy and benefit the people, continuously meet the people's needs for a better life, and promote civilized exchanges and mutual learning. We should actively develop inclusive tourism, smart tourism, quality tourism, and civilized tourism, so that tourism can play a greater role in economic and social development and the national governance system. In recent years, we have been paying attention to the travel rate, market share, and growth rate of rural residents. This is a basic market that should be valued but has not received due attention for a long time. We must not only see the countryside as a destination but also ignore the countryside as a source of tourists. The fathers and brothers who have solved the "three no worries and two guarantees" cannot only rely on drinking, playing cards, and sunbathing to spend their time during festivals. We must create conditions to guarantee the tourism rights of county-level central towns, the vast rural residents, and "the elderly and young children," and orderly promote welfare tourism, including people with disabilities. We should accelerate the construction of tourism infrastructure benefiting rural areas, focus on improving the public transportation travel system, and form a new tourism development pattern of "urban residents going to the countryside for vacation and farmers going to the city for leisure" as soon as possible.

In the new year, the new era national tourism development strategy will be restructured. First, steadily build a spatial strategy of land and sea coordination and three-dimensional travel. This is an inevitable choice at the intersection of a strong tourism nation and a strong maritime nation, and it is also a necessary requirement for demonstrating the nation's maritime rights and cultivating national maritime awareness. Relying on the coastal city tourism belt, we will focus on cultivating marine tourism development zones and land tourism radiation zones, and actively develop industries such as coastal city leisure, island leisure vacations, near-shore yachting, and ocean cruises. Seizing the development opportunities of civil aviation, general aviation, low-altitude flight, expressways, high-speed railways, and inland waterway transportation, we will build a three-dimensional travel transportation network for urban and rural residents. Second, accelerate the time strategy of day and night interweaving and four-season travel. This is the inherent law of the new stage of comprehensive development of mass tourism. With the growth of people's tourism intentions and the enrichment of tourism experience, coupled with the improvement of infrastructure and public services, and the modernization of the business environment, tourists in their journeys are no longer just "viewing scenery during the day and sleeping at night". Whether it is spring, summer, autumn, or winter, or day or night, more and more people are appreciating the beauty of nature and culture and enjoying the beauty of life during their journeys. Third, synergistically promote a market strategy that is primarily domestic and internationally coordinated. The vast land area, more than 1.4 billion people, and the status of a developing country determine that domestic tourism will be the basic market for a considerable period of time. At the same time, we must also provide inbound tourists with free, convenient, efficient, and high-quality services through a more open policy system and a more perfect business environment. We will not, and cannot, maintain a trade surplus with any country at any time, but we will pay more attention to the safety, equality, convenience, and quality of outbound tourists. China will become an increasingly important force in reshaping the global tourism landscape, and tourism will play a more critical role in foreign relations, especially in the Belt and Road Initiative, the Shanghai Cooperation Organization, and the BRICS mechanism. Fourth, implement an industrial strategy of optimizing the existing stock and driving innovation. With the disappearance of the demographic dividend, the release of tourism resource potential relies more on technological innovation and market innovation, and ultimately depends on the fundamental transformation of high-level talent cultivation and education and training mechanisms. Efficiently cultivating a group of world-class tourism enterprises with international competitiveness and global influence has become an urgent task in building a strong tourism nation.

In the new year, tourism will be deeply integrated into the beautiful lives of urban and rural residents and play a more important role in the national governance system. Closely related to the happy lives of communities and citizens, they are also spatial carriers for urban rambling. Urban renewal and rural revitalization will bring more "small, exquisite, beautiful, and warm" projects. After the National Day holiday in 2024, Beijing announced the completion of 3 suburban parks, 15 leisure parks, 200 hectares of urban green space, and 30 community micro-gardens. These micro-gardens embedded in communities and towns have improved the happiness and sense of gain of urban and rural residents, and have also provided more beautiful and warm experience scenarios for the new era of City Walk and City Bike. We note that from October 2024, Beijing Olympic Forest Park has been historically opened, without fences, without security checks, and shared bicycles can also enter and exit freely. Shanghai's public museums no longer require appointments or identity verification, and citizens and tourists can enter freely. More and more urban managers are working to create a new urban living space that is open, inclusive, vibrant, and orderly. From Hangzhou's West Lake to Guilin's Elephant Trunk Hill, from Yangzhou's government compound to Beijing's Olympic Forest Park, All resources that nature and history have bestowed upon the people should be shared by the people; all public spaces owned by the people should allow the people to enter freely. On this beautiful land, on this blue planet, everyone can walk freely, equally, and with dignity. This is what tourism should be like.

In the new year, the strategic pillar industry status of the tourism industry will become more significant, and market mechanisms and market entities will play a more critical role. Tourism is a basic, long-term, and growth-oriented demand. The tourism industry is a comprehensive, driving, and compatible modern service industry, and has become an increasingly prominent strategic pillar industry. Studying the economic role and social functions of the tourism industry requires not only looking at direct economic indicators such as tourist visits, tourism spending, and employees, but also looking at the comprehensive effects of stimulating consumption, driving investment, expanding employment, technological application scenarios, emotional value, city image, and people's sense of gain and happiness. Since the reform and opening up, and especially since the 18th National Congress of the Communist Party of China, the strategic pillar industry status of the tourism industry has become increasingly prominent. In 2009, the central government proposed in the form of a national development document to "cultivate the tourism industry into a strategic pillar industry of the national economy and a modern service industry that is more satisfactory to the people". On May 17, 2024, General Secretary Xi Jinping made important instructions on tourism work, and the tourism industry has grown from small to large and from weak to strong, increasingly becoming a new strategic pillar industry and a people's livelihood industry and a happiness industry with significant characteristics of the times. In October 2024, when General Secretary Xi Jinping inspected Fujian and Anhui, he emphasized the need to further promote the integrated development of culture and tourism, develop whole-region tourism, and build the cultural tourism industry into a pillar industry. To promote the high-quality development of the tourism industry, we must respect market laws, and in particular, we must attach great importance to entrepreneurs and the entrepreneurial spirit. Whether in social understanding or governance practice, the hierarchical structure of "scholars, farmers, workers, and merchants" should no longer be taken for granted. All creators who work for the prosperity of the nation and the happiness of the people, and all innovators who work for tourism rights and labor rights, should receive their due social status and professional dignity. All entrepreneurs, managers, and employees in the tourism field should have dreams and pursue the light.

In the new year, the trend of hotter tourist hotspots and warmer temperatures in cities is becoming more obvious, and China will play a more important role in the global tourism development system. The popularity of high-line cities will continue to run at a high level throughout the year and during major holidays. With the continuous release of tourism demand such as parent-child tours, study tours, red tours, ice and snow tours, summer resort tours, and "going up mountains, down to the sea, and into the grasslands", the popularity of cities in Guizhou, Sichuan, Yunnan, Shaanxi, Gansu, Ningxia, Xinjiang, Tibet, and Inner Mongolia is expected to accelerate. Many small airport cities, including county-level central towns, such as Zhangjiakou, Chifeng, Ganzhou, Qiqihar, Guilin, Ordos, Ulanhot, Zunyi, Qujing, Dali, Harbin, Yanji, and Kashgar, will usher in new opportunities for tourism market expansion and industrial development. With the weakening of the impact of geopolitics on international tourism, the inbound and outbound tourism market will usher in a new stage of accelerated recovery. The enthusiasm for tourism exchanges in the Northeast Asian region will significantly increase, and the basic market position of ASEAN countries and Hong Kong and Macao will be more stable. West Asia, North Africa, Central Asia, and Central and Eastern Europe, countries participating in the Belt and Road Initiative, will become new highlights in the inbound and outbound tourism market. The deepening of tourism cooperation under the multilateral mechanisms of the Shanghai Cooperation Organization, the BRICS mechanism, and the Forum on China-Africa Cooperation will attract more tourists from China and abroad. Cross-border tourism cooperation zones and border tourism pilot zones will bring new opportunities for tourism development in border areas. In the new year, more and more countries will recognize and practice the Global Development Initiative, the Global Security Initiative, and the Global Civilization Initiative, and the global tourism community is taking shape.

2025, new development measures

First, coordinate government and market. Tourism work in the new era must be both "flexible" and "manageable," with the emphasis on "flexibility." All departments, in all places, and at all times, must show respect for the market, give full play to the decisive role of the market in resource allocation and industrial development, and accelerate the formation of a new tourism development mechanism of "government guidance, social participation, diversified investment, and market operation." Strengthen the Party's overall leadership over tourism work, improve the tourism legal system, and continuously improve the modernization level of the tourism governance system and governance capacity. Accelerate the revision of laws and regulations such as the Tourism Law, the Travel Agency Management Regulations, and the Tour Guide Personnel Management Regulations, promote administrative legislation such as the Tourism Scenic Areas and Resort Areas Management Regulations, improve departmental regulations such as the Research and Study Tour Management Measures, the Tourism Performance Management Measures, and the Tourism Safety Management Measures, form a tourism legal and regulatory system with national laws, administrative regulations, and departmental regulations as the focus, and accelerate the change from the traditional model of "tourism departments relying on standards to create brands, local mobilization and enterprise investment to hang brands," to form a new pattern of tourism work based on the rule of law and governance through law. Administrative entities should not arbitrarily give guidance to investment institutions and market entities, especially entrepreneurial teams, in order to enhance their presence, and should implement inclusive and prudent supervision of new demands, new markets, and new business models. Tourism departments should invest more energy in improving the statistical system, strengthening market governance, optimizing public services, and improving tourist satisfaction, striving to achieve significant results. As soon as possible, release the first batch of lists for the construction of world-class tourism scenic areas and resorts, and put the construction of world-class urban and rural tourism destinations, the promotion of world-class and national-level tourism routes, and the cultivation of world-class tourism enterprises on the agenda. We cannot continue to follow the old path of "government issuing documents, ministries and commissions hanging signs, local governments holding conferences, and enterprises making large investments," but instead, in accordance with the principle of "national affairs handled by the nation," provide visible policy support in the fields of finance, finance, development and reform, land and resources, foreign affairs, immigration, external publicity, culture, and tourism.

Second, coordinate supply and demand. Consumption is the key to understanding the tourism economy, and high-level tourism consumption is a prerequisite for high-quality tourism supply. Starting from the demand side, maximizing tourism consumption willingness, and releasing tourism consumption potential are the focus and policy leverage points of tourism work in the current and future period. After solving the "two no worries and three guarantees," we should implement inclusive tourism covering all social strata, groups, and age groups, improve the urban and rural public transportation system, and accelerate the formation of a new pattern of two-way tourism between urban and rural residents, where "city dwellers go to the countryside for vacations, and rural residents go to the city for leisure." Only when the people have the willingness and conditions to travel will the market foundation become thicker, and investment institutions and market entities will naturally be willing to invest capital, technology, and human resources in the tourism sector. To this end, we should use more systematic, scientific, and accurate market data, along with authoritative and timely interpretations, to send clear signals to the market, stabilize consumer expectations, and boost industry confidence. Based on the prediction and judgment of important nodes and special markets such as holiday tourism, ice and snow tourism, travel and health care, research and study tourism, self-driving tourism, and railway tourism, we should coordinate the arrangement of high-quality tourism supply for the "two seasons and seven festivals" in 2025, and encourage areas with conditions to carry out cultural and tourism integration events such as drone + fireworks shows, intangible cultural heritage markets, and New Year's Eve concerts. During the eight-day Spring Festival holiday, various indicators of domestic and outbound tourism will hit new highs, and the "successful start" of ice and snow tourism and Spring Festival holiday tourism will lay the foundation for the "high start, high growth, and increase in both volume and price" of the tourism economy throughout the year.

Third, coordinate protection and development. To develop the tourism industry, we must first strengthen the awareness of protection. Ecological resources and cultural resources are the foundation for tourism development. Once they are destroyed, the tourism economy will become water without a source and a tree without roots. The development of green tourism is the inevitable result of adapting to the laws of tourism development. Since the 18th National Congress of the Communist Party of China, China's ecological and environmental protection has achieved historic, transformative, and comprehensive breakthroughs. The 19th National Congress of the Communist Party of China clearly proposed the basic goal of achieving a beautiful China by 2035. Whether it is the nature reserve system mainly based on national parks, the national botanical garden system, or the integrated development of high-tech industries and modern service industries led by the green energy strategy, all are reshaping the national land space pattern in the new stage of comprehensive development of mass tourism, and have laid the resource foundation and future direction for green tourism. Under the guidance of Xi Jinping's Thought on Ecological Civilization, the tourism system and industry should include green tourism in the key areas of annual work and long-term development plans. Construct and improve a green tourism development theory with Chinese characteristics, systematically summarize the practical experience of green tourism development in mountains, lakes, ice and snow, forests, grasslands, deserts, and hot springs, focus on tourism investment and project operation in historical and cultural cities, ancient villages and towns, rural areas in cities, ethnic minority areas, revolutionary old areas, and cultural heritage protection areas, cultivate a batch of green routes, projects, and products, guide a batch of green tourism equipment and equipment enterprises, and promote a batch of green tourism development cases. In the process of constructing green tourism theory and promoting practical innovation, we should focus on the coordinated development between tourism activities and the natural environment, tourists' rights and residents' rights, economic growth and social development. To this end, tourism departments and research institutions should steadily establish green tourism monitoring points, case libraries, and databases, and promptly release special data and thematic reports.

Fourth, coordinate international and domestic aspects. Further expand opening up to the outside world, improve the level of convenience for inbound tourism and consumption, and boost the confidence of the industry and system in developing inbound tourism. Make good use of the tourism work coordination mechanism, coordinate with the foreign affairs, immigration, public security, and financial departments, and further expand the scope of countries with mutual visa exemptions, unilateral visa exemptions, cruise port visa exemptions, and 240-hour transit visa exemptions. Build a more friendly environment for accommodation, catering, shopping, and cultural entertainment, and orderly promote the mutual recognition and interconnection of UnionPay cards and international credit cards. Increase social access points, including government agencies, and cultivate a number of provincial, municipal, and county-level demonstration areas for the deep integration of culture and tourism. Promote the reform and innovation of the national tourism promotion system, reconstruct a national tourism promotion agency with a global vision and market orientation, and build a professional and specialized talent team. Encourage provinces and cities with conditions to build inbound tourism destinations with their own unique characteristics, support the construction of overseas tourism promotion agencies with local characteristics, and form a new pattern of global tourism promotion work with the existing overseas cultural centers and overseas tourism offices working together and promoting each other.

Fifth, coordinate development and safety. The more we enter the new stage of comprehensive development of mass tourism, the more we must adhere to the coordination of development and safety, and give equal importance to development and safety, especially production safety, cultural safety, and ideological safety. Life is more important than scenery, and safety and hygiene are the most basic requirements for tourism. Tourism departments should strengthen cooperation with public security, commerce, health and health, market supervision, education, and sports departments, establish a cross-departmental tourism safety work coordination mechanism and a cross-regional tourism safety information sharing mechanism. Steadily build a new pattern of tourism safety work "based on self-service tourists, focusing on group tourists, with joint efforts from public security, market supervision, and tourism departments, extensive social participation, and universal benefits for tourists," and explore new models for cross-national tourism police cooperation. While using technological means such as artificial intelligence, big data, audio and video, and communication signaling collection to ensure tourist safety, we must also pay close attention to and take effective measures to protect tourists' privacy and operators' trade secrets. Tourists and tourism practitioners should firmly establish and consciously practice the development concept of "no safety, no tourism," and make tourism safety a hard constraint that is visual in the process and quantifiable in the results, from service processes and quality standards. We should use the concept of the rule of law and the spirit of contract, make good use of publicity and media power, and promote tourism destinations and market entities to continuously optimize a safe, friendly, and responsible tourism environment.

A new year has arrived, and we have seen the prosperity of tourism, and we have also heard the voice of tourism thought.