To gain a deeper understanding of the investment and development of the tourism industry, the China Tourism Academy, in collaboration with the China Amusement Machine and Amusement Park Association and other organizations, is conducting a special research project on investment in the tourism industry. We sincerely invite all member units and tourism enterprises to participate in the research.

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

From December 9th to 11th, 2024, the 2024 China Tourism Group Development Forum was held in Beijing. Li Zhongguang, Vice President of the China Tourism Academy, representing the research team, released the main content of the "2024 Report on the Development of China's Tourism Groups—Mission and Responsibility".

Since the beginning of this year, a large number of tourism groups have actively seized the opportunities for the prosperous development of the tourism economy, vigorously innovated their operations, and deeply studied and implemented General Secretary Xi Jinping's important instructions on tourism work and the spirit of the National Tourism Development Conference. Tourism groups have made arduous explorations in serving the national needs for tourism development, strengthening their responsibility and commitment to the national tourism strategy, improving the commercial practices of the modern tourism industry system, and promoting the construction of world-class tourism enterprises, achieving remarkable results. Surveys show that the business climate, investment plans, and development confidence of tourism groups have generally improved.

Learning: Focusing on the needs of national tourism development

Deeply studying and implementing General Secretary Xi Jinping's important instructions on tourism work, and fully implementing the spirit of the National Tourism Development Conference, we must allow market entities to play a more active role, and strive to cultivate competitive tourism market entities and investment institutions, and accelerate the construction of world-class tourism enterprises. This has provided broad space and new requirements for tourism enterprises, especially tourism groups, and has given them a new mission. Since the convening of the National Tourism Development Conference, major tourism groups have participated in learning conferences and special exchange meetings organized by the Ministry of Culture and Tourism and the party committees and governments of various provinces and cities; participated in tourism development conferences in various provinces and cities; organized the group's theoretical study center group and all cadres to conduct learning activities; and specifically publicized the tourism group's learning activities and achievements, with group leaders taking the lead in demonstrating learning, etc.

Figure 1 Tourism Group's Learning and Implementation of the National Tourism Development Conference Public Opinion Trend

The tourism group's learning activities have achieved significant results: Unified thinking. The development of tourism groups in the new era must serve the needs of national strategies and do a good job in tourism work in the new era, especially strengthening the construction of world-class tourism enterprises. Clarified direction. It is necessary to enhance corporate competitiveness, innovative development momentum, and improve visitor satisfaction. Explored paths. Tourism group development further strengthens cultural leadership, technological empowerment, and product iteration.

In the learning and implementation activities, tourism groups have produced results such as issuing documents on learning and implementation, formulating group strategic plans, and conducting exchange research. According to the results of the tourism group survey conducted by the research team this year, the revenue of most groups has increased year-on-year; tourism groups have continued to restructure and adjust; tourism groups have generally put forward new development strategies for the new era and clearly defined the goal of building world-class tourism enterprises.

Responsibility: Implementing national strategies and fulfilling corporate missions

(1) The construction of a strong tourism nation requires the cultivation of first-class tourism enterprises. A strong nation is the leader, and enterprises are the support. The construction of a strong tourism nation requires first-class tourism enterprises to support it, and the construction of first-class tourism enterprises requires the national tourism strategy to lead the way. According to research, China's tourism competitiveness ranking in the world is already among the top. However, hotel hygiene, reception services, and labor are obvious shortcomings, and the ranking of indicators is significantly behind. The national tourist satisfaction survey also shows that although China's tourist satisfaction has risen to the "satisfied" level of over 80 in recent years, the satisfaction with hotel facilities, product creativity, and personnel services in tourism services still needs to be improved, and the problems of commercialization and homogeneity are prominent. Tourism groups are providers of high-quality tourism services and operators of the entire tourism industry chain, and they need to take the lead in solving urgent problems in the construction of a strong tourism nation, such as shortcomings in international tourism competitiveness and pain points in tourist satisfaction.

(2) Committed to promoting consumption, expanding demand, and stabilizing growth. The tourism market is the foundation for building a strong tourism nation. In the work of expanding the tourism market foundation and finding ways to meet the tourism consumption needs of the contemporary era, tourism groups have actively taken on their responsibilities. Currently, market penetration and demand upgrading have made tourism a ubiquitous lifestyle for the people. Low-tier cities, small airport cities, counties, and central towns have become new growth points for domestic tourism and new driving forces for tourism consumption. Tourism groups have promptly developed and launched a series of product services.

(3) Actively expanding high-quality supply and continuously improving corporate competitiveness.

(4) Developing inbound tourism and telling the tourism story of contemporary China. Recently, the central government has continuously introduced policies to facilitate visas, immigration, ports, and consumption payments, and the state and localities have continuously increased their efforts to promote cultural exchanges and tourism with foreign countries, Hong Kong, Macao, and Taiwan. Tourism groups are promoting more foreigners to travel to China and are committed to improving the inbound tourism experience.

(5) Integrating into the high-quality construction of local tourism destinations. Promoting the development of the cultural and tourism pillar industries, building world-class tourism destinations, and cultivating national tourism routes.

Note: The time period is from January 1, 2024 to December 7, 2024

Practice: Improving the Modern Tourism Industry System

(1) Promoting the modernization transformation of enterprise production and operation management. Serving the construction of a modern tourism industry system, paying attention to business integration and capital operation, and using big data, large models, and high-end equipment manufacturing to promote digitalization.

(2) Integrating innovation to cultivate new formats. Tourism + Culture. Since the beginning of this year, a large number of tourism and cultural integration projects of tourism groups have been recognized by the market, and the China Tourism Academy has released integration cases. Tourism + Transportation. In the second batch of national transportation and tourism integration cases in 2024, tourism groups have widely participated. Tourism + Sports. Tourism groups implement the strategy of integrating culture, tourism, and sports, and participate in the "Following the event to travel" activity. Tourism + Industry. Selected as the latest rural culture and tourism leader project, and typical cases of high-quality development of rural culture and tourism "Four Good Rural Roads." Continuously holding new scene release conferences for industrial tourism and the construction of industrial research and study bases. Promoting the high-quality integration of culture, commerce, and tourism.

(3) Adhering to a green development strategy.

(4) Carrying out international tourism exchanges and cooperation.

Achievements: Achieving Overall Growth and Enhancing Development Confidence

(1) Increased confidence and rising business climate. Since the beginning of this year, tourism groups, facing market consumption entering a prosperous stage and a continuously favorable policy environment, have further enhanced their development confidence, and the business climate of enterprises has significantly improved. According to the China Tourism Academy's tourism group survey, most groups said they are confident in tourism development, and their revenue has increased year-on-year; the total operating income of groups that have continuously submitted valid questionnaires in 2024 has increased. According to the China Tourism Academy's tourism enterprise business climate survey and tourism investment special survey, this year's tourism entrepreneurs' confidence and business indicators have remained at the "business climate" level. The survey also shows that nearly 55% of enterprises achieved investment growth in 2024, and nearly 90% of enterprises plan to maintain or increase investment in 2025. In addition, more than 68% of enterprises are optimistic about the future development of the tourism industry.

(II) Various regions are increasing their efforts to attract tourism groups.

(III) Tourism groups are accelerating their integration into national and local strategies. Overall, tourism enterprises prefer to invest in regions that align with national strategies, are market hotspots, have a good business environment, or possess unique appeal. In terms of project investment directions, "cultural and tourism integration projects" ranked first with 14.1% support, followed by "digital cultural and tourism projects" with 13.6% support. "Tourism and leisure districts" (11.9%) and "hotel accommodation projects" (11.3%) also accounted for a high proportion. "Night-time cultural and tourism projects" (7.4%) and "red tourism projects" (6.6%) also had relatively high proportions. Overall, tourism enterprises are more inclined towards projects that can drive growth through innovation and integration, especially cultural and tourism integration and digital cultural and tourism projects that meet the needs of contemporary tourists. This shows that tourism enterprises are actively adapting to national strategies and market changes, enhancing the diversity and technological content of tourism products.

(IV) Tourists recognize the services of tourism groups. Surveys show that tourism enterprise investment directions echo tourist needs. Tourist needs are highly consistent with the service content of tourism enterprises. The core demands of tourists are highly consistent with the business philosophy of tourism enterprises.

Outlook and Suggestions

Maintain development confidence. Currently, China's tourism development maintains overall steady and rapid growth, and both the domestic tourism market and inbound and outbound tourism markets will usher in a new era of prosperous development. Based on the significant development achievements made so far, tourism groups should comprehensively and progressively interpret the tourism economy, taking the lead in enhancing, conveying, and protecting development confidence. Adhere to long-term goals. Tourism groups need more patience, wisdom, and professionalism, focusing on long-term competitive advantages, tourist satisfaction, and altruistic thinking, acting as patient capital for the tourism industry and building world-class tourism enterprises. Promote integrated development. Surveys show that although tourism groups maintain a relatively rapid development momentum, structural adjustments are also accelerating. Therefore, it is necessary to adhere to market orientation, enhance innovation vitality, promote supply-side structural reforms, and unleash the unlimited potential of cultural and tourism consumption. Improve internal capabilities comprehensively. We must accelerate the improvement of internal governance and effectively enhance operational capabilities. Develop updated technical solutions, carry out innovation and upgrading in product innovation, strengthen talent cultivation, and, in particular, improve internal control systems.