Summary of Key Points
In the global trend towards smoke control, many regions in China (such as Jiangxi and Shanghai) are integrating "smoke-free" policies with cultural and tourism initiatives. They are promoting smoke-free environments through legislative guidance, venue management, and brand building. Practices have shown that smoke-free measures do not hinder the tourism economy; instead, they attract high-spending visitors (including families with children, women, and cross-border tourists), increase revenue, and reduce environmental management costs. However, the implementation process faces challenges such as the difficulty of renovating existing venues and the complexities of enforcing regulations. Nevertheless, policy direction and market demand provide opportunities for future development.
How Are Localities Promoting Smoke-Free Culture and Tourism?
- Jiangxi Jingdezhen: Focusing on the combination of "smoke-free" policies and intangible cultural heritage, this city aims to use its status as a visa-exempt transit hub to promote smoke-free tourism. It has already achieved full smoke control in one 5A and nine 4A-level tourist attractions.
- Shanghai: Adopting a balanced approach, Shanghai has taken the following steps:
- New Venues: The country's first fully smoke-free LEGO Park was opened, leveraging favorable timing (early smoke-control legislation), location (new park with a child-friendly audience), and public support. With online reminders, employee training, and strict enforcement (including a blacklist for non-compliant visitors), the park attracted over one million visitors in its first half year, setting a new global record.
- Existing Venues: Disney has reduced the number of smoking areas by half and strictly regulated 21 popular landmarks. Smoking areas must meet three criteria: being far from crowds, passages, and poorly ventilated spaces, with a maximum area of 6 square meters.
Does Smoke-Free Culture and Tourism Affect Revenue?
Contrary to common concerns, smoke-free policies have led to increased revenue in many cases:
- Direct Revenue: The Shanghai LEGO Park saw a significant increase in visitors. Hong Kong restaurants reported a 13% rise in sales after implementing a complete smoking ban. In Beijing, shorter meal times due to the ban resulted in higher table turnover rates.
- Indirect Savings: Smoke-free policies reduce the need for cleaning up cigarette butts and repairing smoke damage to cultural heritage sites (such as ceramics).
- Global Examples: New Zealand and Hawaii have seen increased tourism and job opportunities in the catering sector after implementing smoke-free policies. The Maldives plans to ban smoking to people born after 2007, focusing on both health and economic benefits.
What Are the Challenges to Implementing Smoke-Free Culture and Tourism?
There are three main challenges:
1. Renovating Existing Venues: Adjusting smoking areas in established venues (like Disney) is more difficult due to visitor habits and complex site layouts.
2. Enforcement: Cultural and tourism venues attract a diverse audience, and smoking can occur quickly, making it hard to gather evidence for enforcement. Although Beijing has designated health departments for enforcement, resources are limited, and issues like people waiting in lines to smoke remain unsolved.
3. Limited Regulatory Coverage: While 24 provinces have smoke-control laws, most only apply indoors. Many outdoor venues are not legally required to be smoke-free, leading to varying understandings of these rules among operators and visitors.
Can Smoke-Free Culture and Tourism Become a Trend?
The prospects for smoke-free culture and tourism are promising, driven by two key factors:
- Policy Support: National health initiatives are incorporating smoke control into evaluation criteria for towns. New organizations are advocating for including smoke-free standards in industry awards (e.g., tourist attraction ratings and homestay evaluations).
- Market Demand: Young people, women, and families with children are major consumers of cultural and tourism services and strongly advocate for smoke-free environments. Regions like Jiangxi Jingdezhen are targeting these groups to create smoke-free travel experiences and build a related brand.
In summary, smoke-free culture and tourism is not a loss-making endeavor but a profitable strategy that enhances local reputations and economic benefits. As global smoke-control efforts expand, this trend is likely to become the new norm in the industry.