TOURISM CHARACTERISTICS OF CHINA: INTERNATIONAL COOPERATION, STATE REGULATION OF TOURISM
Abstract
The tourist image of China is formed as a combination of ancient traditions and modernity. On the one hand, China is associated with exotic oriental culture, temples and imperial palaces, symbols that are actively used in marketing campaigns. On the other hand, the country demonstrates its modern development: futuristic megacities and scientific and technological achievements. China, in the future, has prospects of becoming a global tourism leader, therefore, consideration of the country's tourism industry is an urgent topic, which determined the purpose of the work. The article analyzes the state and regional regulation of the country's tourism sector, the dynamics of tourist flows, and highlights the main purpose of international tourists' travel. The main directions of further development of tourism in the country and the place of state authorities for its promotion at the international level are considered. Potential threats to China's tourism sector are considered: Geopolitical tensions. Epidemic risks. After COVID-19, the government has maintained strict sanitary standards, but is working to ensure the predictability and stability of the tourism business. Infrastructural and environmental burden. Mass tourism creates pressure on nature and cultural heritage. The authorities are introducing quotas for visits, pre-booking systems and flow control to preserve authenticity. Despite this, the outlook remains extremely positive. According to WTTC forecasts, in 2024 China has fully restored pre-crisis arrivals, and by 2030 the number of outbound trips may exceed 200 million. Human. The middle class is growing, stimulating demand for travel, and the government has set itself an ambitious goal of becoming one of the top 3 countries in the world in terms of tourism revenue by 2035. In general, China is moving from "quantitative" to "qualitative" tourism: it relies on comfort, innovation and sustainable development, combining ancient traditions with modern technologies. This provides it with a strong position among the leading tourist countries of the world.
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