Promising horizon for tourism sector, report says

China's tourism sector is set to solidify its position as a global leader, driven by policy innovation, digital transformation, and consumer-focused trends, according to a key report. This will ensure long-term sustainable growth and deliver world-class travel experiences for both domestic and international visitors, the Green Book of China's Tourism, released in Beijing on Friday predicted.

Compiled by the Tourism Research Center of the Chinese Academy of Social Sciences, the report underscores the industry's shift toward high-quality development, which balances the preservation of traditional cultural heritage with the demands of modern tourism.

The Green Book highlights a promising future for China's tourism industry, emphasizing innovation, sustainability, and demographic-driven trends. As global tourism continues to recover, China is capitalizing on policy support, infrastructure investments, and evolving consumer preferences to propel the sector forward.

In 2024, the industry benefited from a stable economy, supportive government policies, and deeper integration of cultural and tourism resources. The National Tourism Development Conference reaffirmed the government's commitment to tourism as a strategic pillar, introducing measures to boost domestic and inbound travel, enhance digital infrastructure, and improve the overall tourist experience.

Looking to the year ahead, the report predicts that the industry will focus on key areas such as extended public holidays, major cultural and sporting events, expanded visa-free policies, and a balanced approach to quality and quantity, domestic and international markets, and innovation versus tradition.

The Green Book also notes a shift toward experiential and thematic urban tourism, which is enhancing the global competitiveness of Chinese cities. Many cities are leveraging social media to create immersive experiences, while personalized and private tours are gaining popularity, catering to travelers seeking in-depth exploration.

Travel trends are also evolving, with more tourists opting for cost-effective, less crowded destinations. Self-guided travel is on the rise, with self-driving tourism accounting for 78 percent of domestic trips and solo travel bookings increasing by over 25 percent.

Additionally, the aging population is shaping the industry, with senior tourism emerging as a dominant force. The government is actively promoting age-friendly initiatives, such as senior-friendly train services, guided group tours, nostalgia tourism, and health-focused travel packages, to meet the needs of this growing demographic.