Xinhua News Agency Reporter: This question is addressed to the Ministry of Culture and Tourism. Minister Sun, hello! During the recently concluded “longest Spring Festival holiday in history,” the cultural and tourism market enjoyed robust popularity and sustained momentum. As everyone can feel, culture and tourism have become essential components of holiday life and an indispensable part of a fulfilling lifestyle. Could you please share what considerations the cultural and tourism authorities are making to promote high-quality development in this sector and better meet the needs of the public?

Sun Yeli ： Thank you for your question! As the journalist just mentioned, this year’s Spring Festival holiday saw a booming cultural and tourism market. Over the nine-day break, domestic tourist trips reached 596 million—nearly 600 million—and spending exceeded 800 billion yuan, both hitting record highs. This vibrant scene during the Spring Festival is merely a snapshot; in fact, over the past year, both the cultural and tourism sectors have enjoyed strong, robust growth. Data show that last year, revenue for large-scale cultural and related industries totaled 15 trillion yuan, up 7.4% year on year, with total profits reaching 1.4 trillion yuan, a 6.5% increase from the previous year. Notably, new business models are expanding rapidly: enterprises in 16 sub‑sectors characterized by emerging formats generated nearly 7 trillion yuan in revenue, an increase of more than 14%. In the tourism sector, domestic travelers numbered over 6.5 billion, up more than 16% year on year, while tourism spending reached 6.3 trillion yuan, a 9.5% rise, also setting a new record. Today, carving out free time to attend performances or go on trips has become a new lifestyle and trend. According to media reports, during this year’s Spring Festival, bookings for “the first-ever airline ticket” among passengers aged 60 and above increased by more than 20% on certain platforms. Younger generations purchasing tickets and arranging travel or performances for their elders has emerged as a fresh, respectful tradition. These trends underscore that culture and tourism have become key sources of people’s sense of happiness and fulfillment, as well as vital drivers of consumption and economic growth, and are receiving ever greater attention.

In line with this trend, both the CPC Central Committee’s proposals for the 15th Five-Year Plan and this year’s Government Work Report have laid out key measures and set forth clear requirements for building a culturally strong nation and a tourism‑strong nation. As cultural and tourism professionals, we are keenly aware of the weight of our responsibility. Going forward, the primary task of the cultural and tourism authorities will be to focus on the goals of building a culturally strong nation and a tourism‑strong nation, to formulate and implement a well‑designed plan for cultural and tourism development during the 15th Five-Year Plan period, and to proactively align with national development strategies. We will integrate cultural and tourism initiatives into the broader framework of the Party and the country’s undertakings, ensuring that they are planned and advanced in a way that better nurtures the mind and cultivates moral character, while also empowering economic and social development.

On the cultural front, we must, in accordance with the CPC Central Committee’s directives, implement a more proactive cultural‑economic policy, foster the thriving development of cultural undertakings, and strengthen both the cultural industry system and the market system, thereby delivering more high‑quality cultural products and services that meet the public’s expectations. As living standards and aesthetic sensibilities rise, people’s demands for the quality of cultural offerings are steadily increasing. We must place the creation of outstanding works at the forefront, launch a series of artistic‑creation initiatives for the new era, and encourage artists and writers to cultivate a commitment to excellence and enhance their capacity for originality, producing more exceptional literary and artistic works that the public loves to read, watch, and listen to. At the same time, we need to elevate the level of public cultural services and improve their accessibility, building and making effective use of museums, cultural venues, and innovative cultural spaces, so that more high‑quality cultural resources can reach the grassroots directly, enabling urban and rural residents to enjoy cultural services anytime, anywhere, and with greater convenience. Moreover, we must respond to the growing cultural creativity and initiative of the people, and invigorate new forms of mass culture in the digital age. Today, the public is no longer content with simply reading, watching, or listening; they are eager to participate actively. In particular, the advancement of artificial intelligence has significantly lowered the barriers to participation. We must develop these new forms of mass culture, ensuring that every passion has a stage and every talent can be fully realized.

In the tourism sector, the overarching goal is to center on the integration of culture and tourism, striving to transform tourism into a people‑centered industry, a source of well‑being, and a strategic pillar of the economy. Two key priorities stand out: first, digitalization—seizing the favorable momentum and opportunities brought by intelligent technologies, which are giving rise to an ever‑expanding array of new business models and experiential settings, to drive the iterative upgrading of traditional tourism; second, integration—today, cross‑sectoral convergence is the dominant trend, and no industry can thrive in isolation. At present, the deep fusion of culture and tourism has emerged as a powerful new engine for growth, with clear trends such as “culture + all sectors” and “all sectors + culture.” Tourism is no longer just about visiting landmarks or admiring scenery; travelers increasingly seek to immerse themselves in local life, engage with cultural heritage, pay for performances, queue for trendy experiences, and journey to a city simply to check in. New offerings that emphasize immersive experiences and foster empathy consistently capture market attention, and the “experience economy” is gaining traction worldwide. Underpinning this experience‑driven approach is cultural enrichment—culture provides the foundation and empowers these experiences. We will align with this trend, continue advancing the deep integration of culture and tourism, cultivate signature brands that link travel to performances, films, sporting events, and intangible cultural heritage, launch innovative, integrated models across culture, commerce, sports, agriculture, and industry, nurture new growth drivers, create fresh value, and build distinctive competitive advantages, thereby better meeting the needs of the public.

Ningbo Daily Reporter ： My question is for Minister Sun: During our interviews, some tourists reported that while traveling… There are still issues such as some businesses engaging in deceptive practices and overcrowding at tourist sites, and certain tourism offerings pose safety risks. Could you please outline the measures that will be taken to address these problems and continuously enhance the quality of cultural and tourism services?

Sun Yeli: Thank you for your question! When people participate in cultural and tourism activities, they do so to relax, unwind, and refresh both body and mind. If they constantly run into problems or have unsatisfactory experiences, it can be frustrating and disheartening. In recent years, we have made great efforts… Improving the quality of cultural and tourism services and standardizing market order have yielded some positive results, and the overall order of the cultural and tourism market remains sound. However, compared with the public’s expectations and needs, much more remains to be done—particularly as the cultural and tourism sectors have expanded rapidly in recent years. While longstanding issues have yet to be fully resolved, new challenges have also emerged. In response to these concerns, we will focus our efforts on three key areas.

Sun Yeli: In addition to broadening horizons, cultivating wisdom, nurturing the mind, and refining one’s character, tourism serves as a bridge that strengthens friendship among peoples and a vital channel for fostering exchange and mutual learning between different civilizations. For this reason, the Chinese government attaches great importance to developing inbound and outbound tourism. We both encourage Chinese citizens to travel abroad and welcome tourists from around the world to visit China. In recent years, in particular, we have introduced a series of policies and measures to boost inbound tourism, further stimulating the growth and prosperity of the inbound market. So far, the results have been quite positive. According to statistics, by 2025, China’s inbound tourist arrivals are expected to exceed 150 million, up more than 17% year on year, while inbound tourism spending is projected to surpass US$130 billion, an increase of over 40% compared with the previous year. Among them, the number of foreign visitors entering China visa‑free is expected to exceed 30 million. All these figures demonstrate that the suite of policies and initiatives we have implemented to promote inbound tourism has been both effective and successful.

Today, traveling to China has become extremely convenient for international visitors. China’s policies of unilateral visa exemptions and visa‑free transit continue to expand. We now offer unilateral visa exemptions to 50 countries, while our visa‑free transit regime covers 55 countries. In short, “spontaneous travel to China” is now a reality.

In terms of payment convenience for inbound tourists, some foreign visitors recently reported that certain inconveniences still exist when making payments in China. In response, we have implemented a series of measures, including promoting the “foreign card–domestic app binding” model and encouraging the use of mobile payments for both domestic and international transactions. At the same time, we have expanded the deployment of POS terminals to better accommodate foreign tourists’ preference for card‑based payments. Additionally, by distributing small change wallets and increasing the number of currency‑exchange outlets, we have addressed the cash‑payment habits of international visitors. Thanks to these efforts over the years, payment convenience for inbound tourism has improved significantly, with mobile payments experiencing particularly rapid growth. For instance, more than 80% of tourists from Kazakhstan and Malaysia now use mobile payments. Last year, mobile payments accounted for roughly RMB 80 billion in spending by inbound tourists. Many foreign visitors greatly appreciate this payment method and view it as an integral part of their experience of Chinese life.

In addition to greater payment convenience, departure‑tax refunds have become increasingly easy to obtain. Relevant authorities have established more refund‑eligible outlets, and some retailers even offer “buy and get refunded immediately.” As a result, the shopping lists of inbound tourists are continually expanding. From electronics such as smartphones, drones, and VR headsets to cultural collectibles, creative‑industry products, and trendy toys, these items have all come to be seen by foreign visitors as quintessential “Chinese specialties” and “must‑have Chinese goods.” A few days ago, a report highlighted how seven foreign tourists, while departing from Shanghai, purchased goods filling 40 large suitcases. The airline flagged the excess weight and imposed a surcharge, but even after paying the fine, they were still eager to take the items home, since the tax refund made the purchase highly cost‑effective.

Over the years, through the “Hello, China” national tourism‑promotion campaign, an increasing number of foreigners have gained a deeper understanding of China. Today, many foreign visitors to China can already say the two words “hello,” rather than simply “Hello.” Many also express a strong desire to come to China and experience the Chinese way of life—riding high-speed rail, watching drone shows, trying traditional Chinese massage, donning hanfu, drinking boiled water, and savoring hot pot. These activities have become standard fare for foreign tourists seeking to immerse themselves in Chinese culture. Meanwhile, “Be a Chinese for a Day” has become a popular buzzword online, reflecting foreigners’ growing fascination with the Chinese lifestyle.

With the growing number of foreign tourists, we see this as both an encouragement and a source of joy—yet it also brings a sense of responsibility. China is a nation renowned for its etiquette; no matter where our guests come from, we are committed to providing them with the best possible service. Our goal is to ensure that every visitor to China leaves satisfied, carrying with them cherished memories of their journey.

Going forward, we will further strengthen the promotion of China’s national tourism image, sharing our country’s magnificent landscapes, time-honored history and culture, and the vibrant lives of the Chinese people with peoples around the world. At the same time, in close collaboration with relevant departments, we will continue to enhance the convenience of every link in the inbound tourism value chain—visas, customs clearance, transportation, accommodation, dining, and sightseeing—so as to better establish the brand image of “China: Travel, Shop, and Experience Exceptional Service.” Thank you.