Image comes first as China targets tourists

Image comes first as China targets tourists

China is taking steps to promote itself as a top touristdestination. Juliet Dennis reports

CHINA’S national tourist body is aiming to make the country the world’s top destination by 2020 – but admits it will be no easy task.

The ambitious goal, announced on the back of a hike in tourist numbers to China in the last year, comes amid hopes the country will join the World Trade Organisation by the end of this year and win its bid to host the 2008 Olympics.

The China National Tourism Administration will concentrate on improving the country’s image through marketing as well as improving the infrastructure of its cities.

But officials admit that to become a top destination will take a lot of hard work.

Liu Kezhi from the CNTA’s marketing department said: “In terms of business there is a huge gulf between us and France, for example. It will take a long time to catch up and it will be hard work for the next 20 years.

“Most foreigners know little about China. We have to do a lot of marketing and improve our infrastructure.

“I believe China will be one of the most popular destinations for business people in coming years. We would like them to combine business with leisure while in China.”

Already 50% of incoming visitors are on business. The rest tends to made up of tour groups. Based on statistics from the World Tourism Organisation on tourist arrivals in 1999, China has already been ranked number five in the world as a tourist destination.

Paul Fisher, managing director of the British Chamber of Commerce in China, said China was more geared to business travel and package tours than family holidays. It is not a family or beach destination but there is a lot to see and it is a vast country. But it will take a long time to increase tourism to China as a whole,” he added.

A total of 83 million tourists went to China last year, up 14.6% on 1999. This included 283,000 British tourists, an increase of 9.65% on the previous year.

The CNTA attributes the rise to factors such as a convenient transport network and the variety of activities on offer as well as the country’s rapid development in recent years and the growing number of conference venues and hotels.

Beijing now has 443 tourist hotels, 31 meeting venues and 16 exhibition halls.

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