Dai Bin | Tourism China is full of youth - Special report on the 2024 National Day holiday tourism market

Tourism is a barometer of the national economy, and holidays are the thermometer of the tourism market. After the warm and forward-looking Spring Festival and the Labor Day that enriches life, Tourism China once again ushered in the youthful National Day holiday. During the National Day holiday that just passed, urban residents were willing to travel, consumption was more active, hot spots were hotter, and warm spots were warmer. The main indicators of the tourism market hit a new historical high. According to the official website of the Ministry of Culture and Tourism, during the seven days of the National Day holiday in 2024, 765 million domestic tourists traveled nationwide, a year-on-year increase of 5.9% on a comparable basis, and an increase of 10.2% over the same period in 2019; the total travel expenditure of domestic tourists was 700.817 billion yuan, a year-on-year increase of 6.3% on a comparable basis, and an increase of 7.9% over the same period in 2019. So far, the tourism market in the seven holidays of the Jiachen Dragon Year has achieved the expected growth. Coupled with the hottest ice and snow season and summer season in history, it has stabilized the consumption expectations for the new stage of prosperity and development of the tourism economy, boosted the confidence of various regions and industries in developing tourism, and laid a solid foundation for the expected growth of the tourism economy throughout the year.

Tourism flow:

Hot spots get hotter, warm spots get hotter

On the eve of National Day, a reception to celebrate the 75th anniversary of the founding of the People's Republic of China, a ceremony to award national medals and honorary titles, and a national commendation conference for ethnic unity and progress were held in the Great Hall of the People. Xi Jinping, General Secretary of the CPC Central Committee, President of the State, and Chairman of the Central Military Commission, delivered an important speech, which greatly inspired the patriotic enthusiasm of people of all ethnic groups and tourists across the country. Over the past 75 years, China has undergone tremendous changes, creating two miracles of rapid economic development and long-term social stability. The great rejuvenation of the Chinese nation has entered an irreversible historical process. In the process of Chinese-style modernization, the people's right to travel has become more prominent, the modern tourism system has been continuously improved, and the high-quality development of the tourism industry has been steady and long-term. During the holiday, various provinces, autonomous regions, municipalities directly under the Central Government, and the Hong Kong and Macao Special Administrative Regions held a variety of cultural activities in mass squares, municipal parks, cultural venues, commercial blocks, and tourist attractions and resorts to celebrate the 75th anniversary of the founding of New China. 15.3% of tourists participated in red tourism activities to varying degrees. 123,000 people watched the flag-raising ceremony together in Tiananmen Square in Beijing. The "2024 Jinggangshan Red Culture Music Week" in Jiangxi and 400 National Day celebrations in Hong Kong and Macao attracted many tourists to participate.

More and more urban and rural residents are going out of their homes, feeling the strength of the motherland and enjoying a better life during their trips. The average daily travel rate of residents nationwide hit a new historical high, with the travel rate of rural residents at 18.4%, accounting for 11.5% of the number of domestic tourists traveling during the holidays. Tourism, as an important part of a better life, has irreversibly entered the homes of ordinary people. From the perspective of source areas, Guangdong, Shandong, Henan, Sichuan, Jiangsu, Hebei, Hubei, Hunan, Zhejiang and Anhui are at the top in terms of the scale of tourist output, and the ten provinces together produce 52.8% of the country's domestic tourists. From the perspective of destinations, Guangdong, Jiangsu, Sichuan, Shandong, Hebei, Henan, Hubei, Hunan, Anhui and Zhejiang are at the top in terms of the scale of tourist reception, and the ten provinces together receive 57.7% of the country's domestic tourists. From the perspective of cities, ten municipalities, sub-provincial cities and provincial capitals, including Chongqing, Beijing, Chengdu, Wuhan, Shanghai, Guangzhou, Xi'an, Tianjin, Hangzhou and Changsha, have received a total of 16.9% of the country's domestic tourists.

More and more tourist destinations have become new spaces for a better life that integrates culture and tourism and is shared by hosts and guests. my country has entered a new era of comprehensive development of mass tourism. Tourists should not only enjoy beautiful scenery but also experience a better life during their trip. According to monitoring data, the top ten provinces and cities in terms of tourism reception all have perfect infrastructure and public services, modern business environment and tourism reception system, and high cultural creativity and technological innovation. In the new stage of comprehensive development of mass tourism, natural resources such as mountains, rivers, forests, fields, lakes, grasses and rivers, ethnic folk customs and historical culture are still the basic resources to attract tourists, especially those who are new to tourism. Going to a city to listen to a concert, participate in an event, and taste a season of food has become a new trend in youth tourism. Seeing the changing trend of the tourism market, almost every city emphasizes content creation and scene creation, and while innovating tourism development methods, it is also reconstructing the tourism space pattern. With the support of more than 70 national and provincial events such as the National Fitness Run, Sports Dance, and Car Mountain Climbing Championships and hundreds of thousands of sports enthusiasts, Suining City, located on the central axis of the Chengdu-Chongqing Twin Cities Economic Circle, jumped to the third place in the national tourism popularity increase in October. Handan, the "capital of idioms and the hometown of Tai Chi", had thousands of drones light up the night sky of the ancient city of Guangzhou during the National Day holiday, staged a 3D light show "Dream Back to Handan", and many singing and dancing performances, traditional Chinese style interactions and special food. In the first four days of the holiday, more than 440,000 tourists were received, an increase of nearly three times year-on-year. During the journey of appreciating the beauty of nature, understanding the beauty of culture, and experiencing the beauty of life, the majority of tourists truly felt a youthful and vibrant China.

More and more new cultural spaces have become new tourism scenes, and together with traditional scenic spots, they have formed new tourism spaces in the new era. National cultural parks, archaeological sites parks, national parks, nature reserves and high-level scenic resorts are still typical tourism resources. During the holidays, the number of foreign tourists received by 5A and major scenic spots across the country accounted for 64.4% of the total number of visitors to the parks. Hangzhou West Lake, Confucius Temple Qinhuai Scenic Belt, Zhongshan Scenic Area, East Lake Ecological Tourism Scenic Area, Jinji Lake Scenic Area, Tang Paradise Scenic Area, Dali Ancient City, Mount Tai Scenic Area, Mount Lu Scenic Area and Pingyao Ancient City and other scenic spots received the most tourists, accounting for 24.5% of the total number of tourists received by the 347 5A and major scenic spots monitored. In recent years, transportation infrastructure such as the Guangdong-Hong Kong-Macao Bridge, Beipanjiang Bridge, National Highways 318 and 228, Daxing Airport, Beijing-Shanghai High-Speed ​​Railway, the location of major scientific projects such as the Sky Eye, Cable, and Space Launch, as well as landmark buildings such as Beijing CBD, Shanghai Pudong "Three-piece Set", and Guangzhou "Slim Waist" are attracting more and more tourists. Historical and cultural cities and famous villages and ancient towns are still important spatial carriers of rural tourism. Tourists visit central towns and beautiful villages, hoping to see historical and cultural heritage and natural scenery, and more importantly, they hope to see the customs and folkways, cultural heritage and intangible cultural heritage embedded in a specific time and space and their natural presentation, and are more willing to experience the beauty of daily life. It is worth noting that more small but beautiful, small but exquisite, small but warm cultural spaces have become new holiday tourism scenes with their youthfulness, fashion sense and international style.

Affected by the facilitation policies for visas, payments, communications, and air routes, inbound and outbound passenger flows continued to rise. According to the passenger flow big data monitoring of the China Tourism Academy (Data Center of the Ministry of Culture and Tourism), the number of inbound and outbound tourists during the National Day holiday totaled 5.18 million, of which outbound tourists slightly exceeded inbound tourists. Outbound tourists mainly flow to short-distance markets and traditional long-distance destinations, with Japan, South Korea, Vietnam, Russia, Thailand, the United Kingdom, Malaysia, the United States, Singapore, and Australia at the forefront. Affected by exchange rate factors, long-distance markets such as Europe and the United States are showing an accelerated recovery trend. The basic market position of Hong Kong and Macao has been further consolidated, and tourism exchanges between Hong Kong, Macao and the mainland have become more frequent. More and more foreign tourists are willing to visit China during the National Day holiday to experience a beautiful China that is both traditional and modern. The main source countries for the National Day holiday include Vietnam, Myanmar, South Korea, Russia, Malaysia, the United Kingdom, the United States, Japan, and Singapore. It is worth noting that the trend of shortened decision-making time for inbound and outbound tourism, reduced group size, and fragmentation of travel routes and leisure projects has become more obvious. Judging from the reports on China's tourism in overseas mainstream media, the data and ratio of positive reports have reached the best level since monitoring began, and are generally rational, objective and fair. Countries and regions around the world are happy to see the prosperity of China's tourism market and the improvement of tourism governance capabilities, and look forward to strengthening exchanges and cooperation with the Chinese tourism industry and sharing the market opportunities of China's outbound tourism.

Tourism flow:

More people, more consumption

Early travel, secondary travel, off peak travel, nearby travel, and local leisure activities have significantly increased, presenting the characteristics of the National Day holiday tourism market as "moving forward and backward, reducing peak and increasing valley, pleasing the public, and pleasing the niche". Many tourists choose to return home for reunion during the National Day holiday, which has increased the growth of local folk customs and intangible cultural heritage tourist groups, and diversified, personalized, and high-quality demands have become more diverse. High level tourist attractions, prosperous business circles and busy festival activities are still the clocking places for holiday tourism. It has become normal to spend while roast in the crowded crowd. After all, most people are still willing to feel the "worth of the world" in the world of mortals. With the increase in the frequency of national tourism and the maturity of tourism experience, especially the entry of the "post-95s" new travel group, tourists' destination selection, scene representation, and consumption behavior are more focused on "pleasing themselves" rather than "pleasing others". Whether standing on the banks of Sanya, Beihai, or Xiamen, gazing at the sparkling ocean, or walking among the winding paths of Panjin and Wuchang, touching the golden rice waves on the earth; Whether picking water chestnut in Nanjing Liuhe and Jiaxing Nanhu, or harvesting in Wuyuan Huangling and Mount Huangshan; Whether it's stargazing at Shapotou in Zhongwei, hiking in Dunhuang Gobi, or snow dancing self driving in Ulan Baton, Datong, Zhangjiakou, and Yanqing, Beijing; Whether it is the grand vicissitudes of ancient buildings in Shanxi or the carved beams and painted rafters in Suzhou gardens, everyone can feel the unique and concrete beauty of China in this beautiful land.

Tourism space and experience scenes are more diverse, and fireworks, cultural flavor and sense of technology have become the keywords of the National Day holiday tourism market. In recent years, from barbecue in Zibo, spicy hot pot in Tianshui to vegetable markets on social platforms, from music festivals and concerts in Nanyang, Changzhou to Dongguan, from light shows in major cities to thousands of drone performances, every city is doing its best to attract traffic. More leaders, builders and promoters of urban tourism have begun to think about the underlying logic of tourism economic development and destination construction, that is, openness, tolerance, sincerity, kindness and warmth based on infrastructure, public services and business environment, rather than wave-like Internet celebrities and fragmented out-of-circle. During the holidays, the "three districts and one circle" endogenous to or dependent on the city, namely tourist attractions, resorts, historical and cultural blocks and business districts, have become the most concentrated scenes of tourism consumption, and the "three museums and one station", namely museums, science and technology museums, libraries and cultural stations, as well as cinemas, theaters and concert halls, have become the cultural spaces with the most obvious growth in tourists. In the process of China's modernization, on this beautiful land, from modern cities to historical and cultural cities, from cultural ancient towns to beautiful villages, every inch of land is a shared civilization, every moment is warmth that is within reach, and tourists and residents have become the most beautiful scenery in each other's eyes.

Affected by the growth of long-distance travel and self-driving travel, the proportion of long-distance transportation such as aviation, high-speed rail, shipping and highway between cities has further increased, the price elasticity of accommodation and scenic spots has significantly decreased, and the expenditure on catering and cultural entertainment has further increased. During the seven-day National Day holiday, the increase in tourism expenditure exceeded the number of tourists, which means that the average person spent more on each trip, that is, while the demand is upgraded, the consumption level is also increasing. It is worth noting that compared with the era of inbound tourism and the initial stage of mass tourism development, the proportion of traditional group tours has been negligible; the consumption scenes of self-driving, self-help and free-travel tourists have been integrated into blocks, business districts, museums and cultural and entertainment spaces, and the growth rate of non-scenic area consumption is significantly faster than that of scenic area consumption; in addition to star-rated tourist hotels, tourists have more accommodation options, such as economy hotels, homestays and holiday apartments. Another part of the consumption increase is spent on the industrial chain of self-driving travel, such as car rental fees, gasoline fees, tolls, parking fees, insurance premiums, navigation traffic fees, etc., which cannot be included in the above consumption data from the perspective of destination thinking and supply and the traditional tourism statistical system. During this holiday, we still hear some traditional enterprises’ pessimistic arguments about “high population but low income” and “consumption downgrade”, and we also see the growth of classic formats with market thinking and innovation capabilities. China Travel Service launched a number of “Enjoy National Day, Autumn Tour of Rivers and Mountains” holiday outbound tours, domestic tours and Hong Kong and Macao tours, as well as 9 off-peak tour routes with “fewer people, beautiful scenery and better prices”, which won the recognition of main customer groups such as parent-child tours, three-generation family fun, and energetic elderly people. We also saw the growth of cross-border investors and new market players. Focusing on the market demand for self-driving tours and road tours, there are not only self-operated platforms such as eHi, Hello, and Shenzhou that strategically invest in fixed assets such as vehicles, but also third-party car dealers such as Didi, Fliggy and Ctrip. With the growth of users, accumulation of data and maturity of business models, once the self-operated platforms complete market concentration, new leaders and resource integrators of the tourism economic system will be born, and they will become the representative formats of the new stage of comprehensive development of mass tourism - just like the role played by travel agencies in the 1980s.

The market has repeatedly proved and will continue to prove that tourists define the tourism industry, not the tourism industry defines tourists; the tourism industry has no natural direct troops, nor does it have eternal main force. Whoever can keep pace with the times and provide tourists with efficient travel and high-quality services is the direct troops and the main force; pessimists are always right, but only optimists can reach the other side of success.

Tourism flow rate:

Go faster, experience more

During the National Day holiday, tourists traveled faster and farther with the help of a complete transportation network and modern transportation tools, stayed longer at their destinations, spent more actively, and had a deeper life experience. The fast-paced journey and slow-paced experience made traveling in China full of youthfulness and youthfulness.

The improvement of aviation, high-speed rail, shipping and road transportation systems has provided urban and rural residents with diverse, free and fast travel options. Tourists travel faster, stay longer at their destinations and consume more actively. The average travel radius of tourists during the seven-day National Day holiday was 185.3 kilometers. The average travel radius and year-on-year growth rate of tourists from the first to the seventh day were 204.6 kilometers (+0%), 180.1 kilometers (-1.4%), 183.5 kilometers (+1.2%), 186 kilometers (1.0%), 182.6 kilometers (-3.5), 179.7 kilometers (-7.4%), and 180.0 kilometers (-5.7%) respectively. Another set of data related to tourism activity is that the average recreational radius of tourists at the destination is 18.5 kilometers. The average recreational radius and growth rate of the destination from the first to the seventh day are: 16.8 kilometers (+1.1%), 21.0 kilometers (+2.3%), 18.5 kilometers (+2.3%), 18.2 kilometers (+5.9%), 18.0 kilometers (+3.1%), 18.3 kilometers (+3.1%), 18.7 kilometers (+5.4%). Whether it is the daily average data or the average data of the seven days of the holiday, the increase in the recreational radius of tourists at the destination is higher than the travel radius. Further analysis shows that mass tourism is entering a new stage of fast travel and slow travel. It is not necessary to go farther and farther every time, but more experiences will be sought at the destination, and the frequency of consumption will also increase accordingly.

Tourists are willing to travel for beautiful scenery and are more willing to pay for a better life. Mass tourism has entered a new stage of comprehensive development. Tourists are more willing to stop during their trips, slow down time at the destination, and spend more time with their families to enjoy the good times. Multiple travel motivations such as sightseeing, leisure, vacation, study, health care, and sojourn are compounded at the destination to form a new experience of a better life. Thanks to the improvement of transportation infrastructure such as municipal roads, rural roads, tourist scenic roads, urban greenways, and parking lots, tourists can choose a variety of transportation modes such as subways, buses, online car-hailing, shared bicycles, and self-driving cars. With the improvement of urban and rural public services and the opening of public cultural spaces, cultural and entertainment activities such as cinemas, theaters, e-sports, karaoke bars, and chess and card rooms have become more abundant, and the environment and quality of restaurants, supermarkets, vegetable markets, and trade markets have been further improved, making health care sojourners and leisure vacationers more willing and convenient to walk out of "anchors" such as hotels and apartments to experience the rich and colorful life scenes of the destination. Outbound tourists have also begun to pay attention to local cultural experiences instead of "walking around" and "buying, buying, buying". According to data from travel platforms and travel agencies, there has been a significant increase in orders for cultural experience projects such as tasting Hong Kong's special snacks, taking photos of celebrities, Japan's special food and scenery and retail shopping, Paris's Seine River cruise, Turkey's "hot air balloon travel photography", Germany's "Munich Oktoberfest", and Russia's St. Petersburg ballet performances.

The rapid growth of self-driving tourism has driven the sales growth and consumption upgrade of off-road vehicles, RVs and family passenger cars. Self-driving tourism is not about driving a private car from the source of tourists to a remote destination, but choosing a combination of various modes of transportation, such as "flight + self-driving", "high-speed rail + self-driving", "self-driving + destination small transportation", etc. During the holidays, the order volume and rental rate of major car rental platforms such as eHi Car Rental, Shenzhou Car Rental, and Hello Hitchhiking generally increased by about 50% year-on-year, and the rental period was mostly 4 days and more than 200 kilometers. The popularity of long-distance tourist destinations and self-driving tourism routes such as Chengdu, Urumqi, Xi'an, Kunming, Guiyang, Lanzhou, and Taiyuan has increased significantly, and has driven cultural and entertainment consumption such as animation, national trends, mobile games, and e-sports. Tourists' self-driving travel expenses are mainly concentrated in refueling, rental, parking, vehicle maintenance and other expenses, accounting for 25.2%, 11.0%, 10.5%, and 9.5% respectively. The survey shows that more than 90% of tourists have pre-trip consumption, and 60% of tourists spend 30%-50% before the trip.

During the holidays, traditional traffic congestion, difficulty in making reservations, parking and toilets are being gradually solved through the combination of public services and modern technologies such as artificial intelligence, and have been recognized by tourists. At the same time, we should also pay attention to the new problems brought about by the growing number of self-driving tours, RV tours and road tours. For example, more and more RVs and modified off-road vehicles are on the road, but the construction of car camps lacks national-level spatial layout planning, investment institutions and market entities, resulting in self-driving cars being forced to choose to park in the suburbs, which brings safety hazards and ecological pressure. For the new problems encountered by self-service, self-driving and free-travel tourists, it is urgent for the departments of culture and tourism, development and reform, transportation, industry and information technology to attach great importance to them, and on the basis of in-depth research, come up with practical countermeasures to achieve the strategic goal of attracting passenger flow and expanding consumption. The power industry should make good development plans and technical preparations for high-power charging and power distribution expansion, and maximize the super-fast charging needs of new energy vehicles in highway service areas and tourist scenic spots and resorts, thereby enhancing the holiday travel experience. The transportation department needs to establish a convenient and efficient connection system between highway service areas and surrounding scenic spots and resorts, plan and build a destination culture and tourism promotion platform, and effectively guide the reasonable flow of self-driving RV tourists.

Tourism fluid:

Integration and innovation, open sharing

Revitalize local historical culture, ethnic folk culture and intangible cultural heritage, and create new cultural space and tourism scenes for tourists. Holidays are an important window period for promoting the creative inheritance and innovative development of excellent traditional culture. On October 1, the Deshengmen Tower, a key cultural tourism project in Jilin City, the "Museum City", opened its doors at the People's Square. New classical musical instruments are performed every night at 7:30. Antique commercial streets are set up on the walls to provide citizens and tourists with diversified cultural experiences and consumption scenes. The Shunan Bamboo Sea Tourism Resort has launched activities such as "National Style Martial Arts Experience Week", "National Style Sichuan Opera Flash Mob", and "Bamboo Forest Concert", which vividly interpret the development concept of "life above the landscape". Wuxi City launched the "Opera +" Life Season in Nianhua Bay, Huishan Ancient Town launched an immersive XR large space experience, and introduced drones to broadcast the Yuantouzhu Fireworks Conference, allowing traditional culture to enter contemporary life and achieve an organic unity of localism, international style and fashion sense.

Cultural creativity and technology applications release new tourism momentum and create a fashionable new life. Hangzhou City launched the city-level smart tourism life service platform "Hang Xiaoyi" based on a large model. More than 1.6 million tourists used their mobile phones to touch the blue smart stickers throughout the city to realize digital services such as booking rooms and tickets, accompanying scenic spots, taking taxis and takeaways, convenient check-in, fast entry to parks, and luggage check-in. Similar application scenarios of artificial intelligence and big data technology include "Huang Xiaosong" in Huangshan, which has made useful explorations to accelerate the cultivation of a modern tourism system and build a tourism power. Shenzhen held the Shenzhen-Hong Kong International Chorus Week at Sea World, inviting well-known choirs from various countries and regions to perform professional performances, and also held a formation performance of 10,000 drones. Beijing International Design Week launched the "Twenty Thousand Leagues Under the Sea" China's first exhibition and other design, art and technology exhibitions. Suzhou City has repeatedly issued early warnings of risks such as traffic congestion and overload of scenic spots through the demonstration platform of major projects of Science and Technology Innovation 2030, and linked the "Jun Dao Suzhou" applet and relevant points to take timely mitigation measures. During the holiday, a total of 11,523 tourists used "AI Peak Avoidance" to optimize their itineraries.

All the beauty should be seen and shared. In 2019, the Yangzhou Municipal Party Committee and the Municipal Government decided to open the internal parking lots of 11 units including the East Courtyard, West Courtyard and the Municipal Political Consultative Conference for free on the three statutory holidays of Qingming Festival, Labor Day and National Day, and open the internal canteens of the West Courtyard of the Municipal Government and other units to provide simple meals with Huaiyang characteristics. In the past six years, nearly 15,000 tourists have been received. A small step of the Yangzhou government is a big step for tourism for the people and open sharing. It is hoped that more public institutions, especially party and government agencies and public departments, can open the government gates to tourists more and more, just like the opening of government reception hotels and guesthouses in the 1980s, and jointly do a good job in the great article of "near and far, host and guest sharing". Cultural and museum venues and tourist attractions have continuously increased their efforts to open for free, extend service hours and provide preferential admission. Urban scenic spots such as Hangzhou West Lake and Guilin Elephant Trunk Hill are open for free, and more scenic resorts provide citizens and tourists with a variety of options such as annual tickets, discount tickets, and preferential tickets. Ci'en Temple, located in Funing District, Qinhuangdao City, is known as the "most romantic temple". It relies on believers' donations, social donations and volunteer groups to maintain the operation of the temple. Visitors can enter the temple freely, and parking and exhibitions are free of charge. They can also receive vegetarian meals for free. These measures have greatly enhanced the open, inclusive and friendly tourism image of the destination city, and laid the market foundation for secondary consumption and the institutional momentum for development and transformation.

Tourists can feel every effort made by the government. Tourism is highly correlated and covers a wide range of areas. It is not only a creator of emotional value, but also a bearer of negative public opinion. Tourist satisfaction is inseparable from the efforts of the public security system, especially the public security, traffic police, immigration and other departments. During the holidays, the Dongcheng District Branch of Beijing and the Public Transport Group set up "Police-Citizen Connection Vehicles" at tourist distribution centers such as Qianmen Street. Hangzhou, Chongqing, Dalian, and Ya'an staged tourist versions of "Policewomen on Duty", which became a beautiful landscape during the National Day holiday. Tourist satisfaction during the National Day holiday was 78.9, an increase of 3.4% over the Mid-Autumn Festival, and residents' satisfaction with participating in cultural and leisure activities was as high as 80.5.

The community development and residents' sense of gain in tourist destinations have received more attention. The high-quality development of the tourism industry requires medium- and long-term planning, public services, industrial investment, project construction and market promotion, and more importantly, the support of local residents. Tourists have the right to walk freely and share the beauty, the destination has the need for economic and social development, and residents also have the right to integrate into the modernization process, improve the quality of life and maintain a normal life order. The development of tourism in the new era must satisfy tourists and benefit the people. How to balance the "Internet celebrity out of the circle" and "fancy pet guests" with the carrying capacity of the destination and the feelings of local residents is already a realistic issue we must face. For some tourist destinations with limited space in the central urban area and imperfect infrastructure and reception systems, it is necessary to learn from the management experience of tourist attractions and determine the maximum and optimal carrying capacity. Only when the community becomes a new space for a better life shared by hosts and guests, and local residents can obtain high-quality employment through tourism development, will they treat tourists from afar with kindness from the bottom of their hearts, and the high-quality development of the tourism industry can be steady and long-term.

Author | Dai Bin Editor | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the author and source for reprinting