Summary of Key Points
The "15th Five-Year Plan for Building a Strong Tourism Country" outlines the development goals for the tourism industry by 2030: to increase the number of domestic travelers to 8.3 billion and raise spending to 7.7 trillion yuan, thereby solidifying its status as a pillar industry. The plan also acknowledges current challenges in the tourism sector, such as the issue of "more people but less money" (where per capita spending has not kept pace with population growth), as well as practices like overcharging tourists and using barriers to collect fees. It emphasizes the need to adopt a broader perspective on tourism—focusing on environmental friendliness, product offerings, and industry integration—to address these issues and overcome both obvious and hidden obstacles, making tourism a key sector that can drive economic growth and enhance people's well-being.
Goal 1: A More Resilient Tourism Industry by 2030
The plan sets a clear goal for 2030: to increase the number of domestic travelers from 6.5 billion in 2025 to 8.3 billion (equivalent to about six trips per person per year) and raise spending from 6.3 trillion yuan to 7.7 trillion yuan. More importantly, tourism is expected to play a more stable role as a pillar industry, not only stimulating domestic demand and creating jobs but also increasing its contribution to GDP. In other words, the goal is to transform tourism from a bustling sector into one that truly generates revenue and drives economic growth.
Current Situation: More People, but Many Challenges
The tourism industry has indeed seen growth in recent years, with 65 billion domestic trips in 2025, a year-on-year increase of 16%, but spending only increased by 9.5%. This suggests that while the number of travelers has risen, per capita spending has not kept up. The reasons for this include persistent issues such as overcharging (exorbitant food and beverage prices, forced shopping by guides, and arbitrary hotel cancellations), as well as short-sighted practices that harm the environment (for example, using barbed wires to enclose mountains for ticket sales, which visitors perceive as unfriendly and detrimental to the region's tourism image). Additionally, many popular tourist destinations fail to provide high-quality services or products that would encourage higher spending.
Key to Success: Environmentally Friendly Tourism
The concept of "big tourism" goes beyond mere numbers and revenue; it focuses on creating a comfortable experience for visitors. There are two types of environmental considerations:
- Obvious Issues (easily addressed): Problems like overcharging can be reduced through stricter regulation and greater consumer rights protection.
- Hidden Barriers (more difficult to solve): Practices that appear legal but harm the overall experience, such as using barriers to collect fees. For example, after Hangzhou's West Lake was made free to enter, it attracted more visitors, boosting local businesses in catering, accommodation, and cultural industries, while also enhancing the city's image. The barbed wire incident at Mount Tai highlights that even small details can significantly impact visitor satisfaction.
Focus: Creating a Desire to Travel and Spend
To achieve simultaneous growth in both the number of travelers and spending, two key issues need to be addressed:
- Attractions: Provide a variety of high-quality attractions, such as culturally rich ancient towns, hiking routes linked to sports activities, and agritourism experiences that offer novelty.
- Time: Implement paid vacation policies and encourage flexible travel times (e.g., avoiding peak periods like May Day and National Day) to allow visitors to enjoy the countryside without the crowds and spend more freely.
Potential: Tourism as a Driver of Multiple Industries
The tourism industry is interconnected with over 110 other sectors, such as transportation, catering, cultural creativity, and agriculture. For instance, combining tourism with culture can lead to the sale of cultural products, with sports events creating opportunities for marathons, and space exploration offering unique travel experiences. This synergistic effect, known as a "multiplier effect," means that the success of tourism benefits other industries, ultimately boosting the overall economy.
Conclusion
The core of the plan is to shift the focus from mere quantitative growth to quality improvement in the tourism industry. To achieve this, short-sighted practices must be eliminated, and both obvious and hidden challenges must be addressed. By integrating tourism with other sectors and creating a positive visitor experience, the industry can become a true source of happiness and economic strength, fulfilling its role as a "happy industry" and a vital pillar of the economy.