According to UNWTO forecast, by 2030 North-East Asia will become the most visited sub-region in the world and China will be leading this growth. China’s support to the development of tourism is reflected in the decision to upgrade its tourism strategy from sectoral to a state-level national strategy. China became a leading example for many countries around the world in this respect. Already the world’s fourth most visited destination, and the third most important outbound market, China is expected to become the leading international tourism destination and the fourth largest outbound market in the next decade.

The travel and tourism industry in China (PRC) has become a global phenomenon with double-digit outbound tourist growth. Chinese government entities have led by example showing vision and financial commitment to building tourism infrastructure in uncertain economic times. Countries that wish to enjoy the job creation opportunities from receiving high spending Chinese tourists need to act accordingly rather than create barriers to entry, via ill-conceived taxation. There is a growing realisation amongst new generation PATA activists that the needs of Chinese visitors can be empathetically addressed for mutual benefit.

Despite continuing challenges stemming from global financial crisis and economic depression, China has already confirmed its promise, both as an increasingly important tourism destination for domestic and international travellers, but also – and more impressively in recent years – as the world’s fastest-growing outbound market. It is hardly surprising that leading stakeholders in the global Travel & Tourism industry are all ensuring a growing presence in China in order to reap the benefits of this growth – we look forward to continuing close relationships with our friends and
colleagues in China.