Notice of the General Office of the Beijing Municipal People's Government on Issuing

the Implementation Opinions on Promoting the High-Quality Development of the Tourism Industry in Beijing

Jingzhengbanfa [2024] No. 17

To the people's governments of all districts, various commissions, offices, and bureaus of the municipal government, and all municipal institutions:

The "Implementation Opinions on Promoting the High-Quality Development of the Tourism Industry in Beijing" have been approved by the municipal government and are now issued to you for your earnest implementation in accordance with the actual situation.

General Office of the Beijing Municipal People's Government

October 23, 2024

Implementation Opinions on Promoting the High-Quality Development of the Tourism Industry in Beijing

The Implementation Opinions on Promoting the High-Quality Development of the Tourism Industry in Beijing are formulated to implement the spirit of the 20th National Congress of the Communist Party of China and the Third Plenary Session of the 20th Central Committee, promote the high-quality development of the capital's tourism industry, build a pilot area for the construction of a strong tourism country, and better meet the needs of the people for a better life. The following implementation opinions are hereby put forward.

I. Overall Requirements

Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, we will thoroughly study and implement Xi Jinping Thought on Culture, earnestly implement General Secretary Xi Jinping's important expositions on tourism work, and make tourism an important part of promoting the construction of the "four centers." It will be developed into a strategic pillar industry, a people's livelihood industry, and a happiness industry. Efforts will be made to build Beijing into a world-class tourist city and a global tourist destination, and a large tourism pattern will be comprehensively formed with deep integration of culture and tourism, prosperity of domestic and foreign markets, mutual promotion and linkage of multiple industries, and coordinated regional development.

We will adhere to the principle of using culture to shape tourism and using tourism to highlight culture, promote "Culture and Tourism + Hundreds of Industries" and "Hundreds of Industries + Culture and Tourism," and promote the integration and development of culture and tourism on a wider scale, at a deeper level, and at a higher level. We will adhere to the principle of deeply excavating connotations and activating utilization, basing ourselves on the resource endowments of the capital, and deeply excavating the connotations of ancient capital culture, red culture, Beijing-style culture, and innovative culture. We will adhere to the principle of innovation-driven development and technological empowerment, enriching new tourism products, new formats, and new scenarios.

By 2029, the added value of the tourism industry will account for more than 5% of the city's GDP, the total number of tourists will increase by more than 2% annually, the total tourism revenue will increase by about 4% annually, and the number of inbound tourists will increase by about 5% annually. Efforts will be made to build a number of world-class tourist attractions and resorts, and the number of national 5A-level tourist attractions and various national-level tourism characteristic formats will rank among the top in major cities nationwide. A world-class tourist city and a global tourist destination will be basically built.

II. Optimizing Spatial Layout and Promoting Whole-Region Tourism Development

(1) Building a balanced and orderly spatial pattern. Efforts will be made to create a safe and orderly tourism environment in the core functional area of the capital, create pleasant streets and alleys and readable buildings, and effectively expand tourism space. The central urban area, the sub-center, and the new towns in the plain area will undertake the overflow demand from the core functional area of the capital, and develop new types of characteristic leisure tourism projects according to local conditions. The ecological conservation area will effectively coordinate tourism development with ecological and environmental construction, improve the quality of rural tourism, give full play to the comprehensive driving role of the tourism industry, and comprehensively promote rural revitalization.

(2) Building tourism characteristic and vibrant areas. Promote the creation of national-level tourism and leisure cities in Chaoyang, Fangshan, Huairou, Pinggu, Miyun, and Yanqing districts. Promote the creation of world-class tourist attractions for world cultural heritage sites and national 5A-level tourist attractions such as the Forbidden City, the Great Wall, the Temple of Heaven, and the Summer Palace. Promote the creation of world-class tourist resorts for national-level tourist resorts such as Gubei Water Town.

(3) Building a world-class tourism circle in the Beijing-Tianjin-Hebei region. Promote joint planning, market construction, route promotion, resource sharing, and tourist exchange among the three regions of Beijing, Tianjin, and Hebei. High-level construction of the Beijing-Zhangjiakou Sports and Culture Tourism Belt. Successfully hold the Beijing-Tianjin-Hebei (Tongzhou, Wuqing, Langfang) Cultural Tourism Exchange Season and the joint promotion activities of the Jingdong Leisure Tourism Demonstration Zone. Compile a cultural and tourism industry map for the three counties north of Tongzhou.

III. Improving the Product System and Promoting the Upgrading of Tourism Formats

(4) Continuously developing deeply integrated culture and tourism products. Deeply excavate the contemporary value contained in the ancient capital culture, launch tourism products based on the central axis as a representative of world cultural heritage, and create tourism routes for the Grand Canal Cultural Belt, the Great Wall Cultural Belt, and the Xishan Yongding River Cultural Belt. Accelerate the construction of the "Museum City" and launch digital guide systems and experience scenarios. Deeply promote the construction of the "Performing Arts Capital," launch more immersive, interactive, and characteristic tourism performing arts products, and create the "Travel with Performances" culture and tourism brand. Develop tourism products for three major red cultural theme areas: the founding of the Party, the War of Resistance Against Japanese Aggression, and the founding of New China.

(5) Accelerating the development of science and technology tourism products. Give full play to Beijing's advantages in scientific and technological innovation, utilize cutting-edge technologies such as autonomous driving and robots to create new application scenarios in tourism services and technological experiences, and support the use of new technologies such as cloud computing and virtual reality to launch immersive experience new spaces. Vigorously develop industrial tourism, guide enterprises to revitalize and utilize industrial heritage, launch a batch of themed industrial tourism destinations integrating tourism, shopping, and experience, and build an industrial tourism product system.

(6) Enriching and improving fashionable tourism products. Enhance the market influence and consumption driving force of events such as the Beijing Consumption Season and the Beijing International Design Week. Create and promote the Beijing exhibition and MICE tourism brand. Continue to create national-level night-time cultural and tourism consumption gathering areas such as the Tianqiao Performing Arts Area, Liangma River Scenic Waterfront, Hua Xi LIVE·Wukesong, Universal City Avenue, Shougang Park, and the central area of the Grand Canal Cultural Tourism Scenic Area. Promote the transformation of urban night lighting and the construction of night lighting facilities, and enrich night tour, night appreciation, and night entertainment projects. Encourage the standardized development of RV camping in Huairou, Pinggu, Miyun, and Yanqing districts.

(7) Vigorously cultivating sports tourism products. Excavate and utilize the "Double Olympic" heritage and continue to exert the influence of the "Double Olympic City." Continue to hold successful events such as the Beijing Marathon, the China Open, and the FIS Snowboard and Freestyle Skiing World Cup, introduce more international top-level specialized events and large-scale international e-sports events, and create the "Travel with Events" brand. Encourage the development of mountaineering trails and bicycle paths into sports tourism routes. Build the Jinhai Lake Water Sports Gathering Area and continue to hold a series of sports tourism events such as the Jinhai Lake Triathlon.

(8) Upgrading rural tourism products. Promote the enhancement of cultural connotations, technological innovation empowerment, and the "Rural Homestays +" action. Improve the quality of national key rural tourism towns such as Badaling, Longwantun, and Shi Du. Promote the upgrading of towns such as Tanzhe Temple, Zhoukoudian, and Shicheng to national key rural tourism towns. Create a number of characteristic cultural villages such as intangible cultural heritage villages and red cultural villages. Create Beijing-style homestay brands such as "Great Wall Family," "Canal Courtyard," and "Yongding Family," and improve the quality of characteristic homestays. Create tourism residential facilities such as the Nanshan Village "dual-use" new type of rural community.

(9) Promote sustained expansion of tourism consumption. Continue to deepen the construction of national cultural and tourism consumption pilot cities, carry out cultural and tourism consumption season activities, and launch a batch of high-quality nighttime cultural and tourism projects. Organize the "Beijing Gifts" design competition, set up "Beijing Gifts" themed stores in tourist attractions, business districts, parks, etc., encourage cultural relics units, scenic spots, and scenic areas to develop cultural and creative products, and broaden the sales channels for tourism products.

IV. Improve the service system and enhance the tourist experience

(10) Enhance public tourism services. Improve tourism service facilities, scientifically plan tourism service stations, rest facilities, viewing platforms, tourist toilets, self-driving and RV camps, and other public service facilities, and improve the comprehensive service functions of catering, consumption, and refueling and charging. Improve the tourism signage system, strengthen the construction of tourism traffic signs, optimize scenic area signs, and enrich the guidance functions. Optimize the functions of tourism distribution, consultation, and storage public service platforms, and strengthen tourism consultation services.

(11) Strengthen smart tourism services. High-quality construction of the Beijing Smart Cultural Tourism Platform, bringing together a map of cultural and tourism resources, real-time monitoring and analysis of industry operation dynamics, and realizing unified command and emergency dispatching in a three-in-one system of city, district, and point. Encourage popular scenic spots and open units to use artificial intelligence technology to provide services. Optimize appointment ticket sales services, explore the establishment of a unified appointment ticket sales service platform for key scenic spots across the city, and improve the platform's technical level and the convenience of appointment ticket purchases.

(12) Improve tourism transportation services. Promote the addition of passenger air routes and flights between the city and countries along the "Belt and Road" and key source markets. Promote the opening of more mass tourism trains between the city and key tourist cities. Promote the opening of Beijing-Tianjin-Hebei tourism direct buses to effectively accommodate passenger flow from the Tianjin Port International Cruise Home Port. Optimize and upgrade bus tourism lines, creating a "fast-in, slow-travel" transportation network. Build a green transportation system in the central urban area that complements walking, cycling, public transportation, and city sightseeing tourism. Construct and upgrade a number of tourist highways and greenways in the suburbs of Beijing. Implement the National Tourism Scenic Highway project and create a ring suburban tourism scenic highway. Strengthen transportation support during peak tourist seasons and nighttime tourism, achieving effective connection between "small transportation" in scenic spots and intercity "large transportation".

(13) Optimize inbound tourism services. Build and utilize a one-stop inbound tourism comprehensive service center to provide integrated services such as consultation and guidance, transportation, and communication services, showcasing a positive city image and polishing the "Beijing Service" brand. Strengthen the construction of the international language environment and improve foreign language signs and guidance facilities in scenic areas, airports, etc. Carefully design tourist routes for transit visa-free tourists. Increase publicity and promotion of duty-free shops and departure tax refund shops, improve the convenience of departure tax refund services for inbound tourists, and make Beijing a "top choice for inbound tourism in China".

V. Strengthen carrier construction and enhance the capacity of the tourism industry

(14) Cultivate and expand tourism market entities. Promote the integration of high-quality tourism resources and market opening, attracting international tourism platforms and domestic and foreign leading tourism enterprises to Beijing. Promote the strengthening, optimization, and expansion of tourism enterprises of all ownership types, including state-owned tourism enterprises at both the municipal and district levels. Encourage well-known domestic and foreign enterprises to invest in large-scale tourism industry projects, science and technology tourism demonstration projects, and cultural and creative park projects in Beijing. Guide small and medium-sized tourism enterprises to follow the path of specialized and characteristic development, and cultivate emerging market entities and industrial clusters with a certain scale and influence.

(15) Accelerate the promotion of tourism project construction. Accelerate the formation of a rolling promotion mechanism for tourism projects that "plans a batch, reserves a batch, and implements a batch." In the near term, we will focus on promoting the construction of projects such as the Grand Canal waterfront project, the second phase of Universal Theme Park, Haichang Ocean Park, the "Wanli" cultural and commercial complex, the new western leisure tourism landmark of "Two Parks and One River," the southern Beijing tourism resort area, and the Chaoyang Park e-sports trendy play theme area.

VI. Strengthen publicity and promotion, and enhance the Beijing tourism brand

(16) Create a tourism brand matrix. Create a three-dimensional brand matrix including tourism destination brands, festival brands, enterprise brands, product brands, food brands, and beauty brands. Comprehensively enhance the influence of events such as the Beijing International Film Festival and the Beijing International Music Festival. Continue to hold the Beijing New Year countdown event. Continue to carry out the "Hello, Beijing" and "Great Wall Heroes" series of promotional activities. Make good use of self-media platforms and overseas new media platforms to enhance brand publicity effects.

(17) Strengthen tourism publicity and promotion. Advocate that municipal and district tourism government new media open accounts on influential new media platforms. Strengthen interaction with well-known bloggers and travel enthusiasts to achieve creative presentation, personalized placement, and cross-platform linkage of tourism publicity. Deepen exchanges and cooperation with international friendly cities, and make use of important international conferences and forums held in Beijing as platforms for opening up and exchanges to strengthen the publicity and promotion of Beijing's city image and cultural and tourism resources.

(18) Deepen cooperation in the international tourism field. Relying on major state events such as the Belt and Road International Summit Forum and the Forum on China-Africa Cooperation, and utilizing open exchange platforms such as the China International Fair for Trade in Services and the Beijing Culture Forum, enrich the extracurricular activities of foreign guests and promote international cooperation in the tourism field. Strengthen cooperation with the United Nations World Tourism Organization and the Pacific Asia Travel Association, play the role of the World Tourism Cities Federation, and enhance the international reputation, influence, and voice of Beijing tourism.

VII. Deepen reform and innovation, and enhance endogenous development momentum

(19) Deepen the reform of the incentive mechanism for cultural and tourism institutions. Carry out pilot projects for income distribution incentives for municipal cultural and tourism institutions, using the development of cultural and creative products as a starting point to mobilize work enthusiasm and stimulate the vitality of undertaking and starting businesses. Promote museums, libraries, cultural centers, scenic spots, and parks to carry out extended and staggered opening hours as appropriate, and provide good nighttime opening service guarantees. Optimize supporting catering and other operating services to meet the multi-level and diversified needs of the masses.

(20) Improve the mechanism for the participation of social forces in the investment and operation of the tourism industry. Improve the system and mechanism for effective government investment to drive social investment in the tourism industry, explore new mechanisms for cooperation between government and social capital, and support private enterprises in participating in the construction of major cultural and tourism projects. Promote cooperation between cultural relics units and scenic areas managed as public institutions and social capital to jointly develop cultural and creative products and research and study tourism products. Support social forces in participating in the operation of sports venues, improve venue operation efficiency, and help create more sports tourism and performing arts tourism brand activities.

(21) Continuously optimize tourism industry policies. Make good use of central budgetary funds, special bonds, ultra-long-term government bonds, municipal fixed asset investment, and other types of government funds and real estate investment trusts (REITs) to support the construction of infrastructure projects and equipment upgrades in key tourist attractions and increase the support ratio. Make comprehensive use of fiscal funds, optimize the structure and support methods of tourism fund expenditures, and increase support for key tourism industry projects. Take the tourism industry as a pilot demonstration industry for the integration of "two industries," and explore new models for the integrated development of advanced manufacturing and modern service industries.

(22) Promote reforms in the tourism consumption field. Strengthen the construction of supporting facilities such as catering and shopping around cultural and museum venues and performing arts spaces to promote multi-format and multi-functional cultural, commercial, and tourism consumption. Improve the consumption incentive mechanism. Use market-oriented methods such as consumption vouchers and joint discounts to carry out tourism consumption promotion activities. Guide financial institutions and enterprises to strengthen innovation and services of tourism consumption financial products, and encourage banks to provide financing support for the creation of new tourism consumption scenarios.

VIII. Strengthen comprehensive supervision and optimize the tourism market environment

(23) Improve the regulatory system. Improve the integrated comprehensive supervision system of the tourism market, establish and improve the "risk + credit" hierarchical and classified management mechanism for tourism enterprises, and comprehensively strengthen the management of travel agencies and tour guides. Severely crack down on illegal "one-day tours" and "scalper" ticket reselling, and maintain a good tourism market environment in the capital. Improve the tourism public opinion monitoring mechanism and rapid complaint response mechanism, unblock complaint and reporting channels, and resolutely protect the legitimate rights and interests of tourists. Give play to the self-regulatory management role of tourism industry associations. Actively advocate new trends of civilized, healthy, and green tourism.

(24) Strengthen safety management. Promote the standardization of safety production in the tourism sector. Jointly carry out safety inspections in the tourism industry, and urge tourism operators (venues) to implement their primary responsibilities. Strengthen patrol duty and safety reminder education, improve emergency plans, and do a good job in dynamic monitoring and guidance of pedestrian and vehicle traffic. Grasp the safety supervision of key venues, special equipment, high-risk projects, etc., comprehensively investigate and resolve risk hidden dangers, improve emergency response capabilities, and strictly prevent major and serious accidents from occurring.

(25) Optimize the business environment. Comprehensively promote the "efficient completion of one matter" reform in the tourism sector, improve the digital government service system, explore intelligent approval service models, promote the realization of "non-on-site supervision", and improve the efficiency of tourism industry approval. Improve mechanisms such as "service packages", "service managers", and the 12345 enterprise service hotline for tourism enterprises.

IX. Safeguard Measures

(26) Strengthen organizational leadership. Adhere to the Party's overall leadership over tourism work, establish a city-wide joint meeting mechanism for tourism work and a communication and coordination mechanism for central-local tourism work, strengthen central-local linkage, and promote the resolution of key difficulties and bottlenecks. Give full play to the role of the Beijing Holiday Tourism Work Leading Group Office, strengthen departmental and district-level linkage, enhance resource guarantees, and jointly do a good job in holiday tourism.

(27) Strengthen factor guarantees. Explore and innovate tourism land policies, and strengthen land guarantees for scattered cultural tourism facilities with special spatial and location needs. Improve the industry talent team system, innovate tourism talent training and management methods, and strengthen the supply and business training of tour guide talents. Improve the tourism statistics system to provide data support for the high-quality development of the tourism industry.