The Present Situation and Development Trend of Tourism in China

First of all, talk about the current situation of tourism development. As you all know, for me, I have been engaged in tourism for more than 20 years. I want to give you a brief introduction here. You know, from 1978 to 2008, China has been reforming and opening for 30 years. In these 30 years, the tourism industry in China and China, like the whole social economy in China, has undergone earth-shaking changes. We think so. Over the past 30 years of reform and opening up, China's tourism industry has maintained a healthy, sustained and rapid development trend, leading all industries in the tourism field and stepping into the ranks of world tourism powers, which has effectively promoted the overall scale expansion and overall quality improvement of China's service industry and has become an important factor in the development of China's service industry. China now proposes to vigorously develop the service industry. In recent years, the State Council has made a series of decisions and put forward a series of policies to support, support and develop the service industry. Tourism plays a very important role in the service industry. Some people say that tourism is the leading industry in the service industry, and I think it is also very appropriate.

Practice shows that developing tourism is an important aspect to promote the development of service industry, a key area to promote the adjustment of economic structure, an important way to coordinate economic and social development with urban and rural development, an important factor to solve people's livelihood problems and promote social harmony, and an inherent requirement to meet people's living needs and implement people-oriented, because tourism directly serves people. As we all know, from the perspective of tourism in China, we didn't know what tourism was in the past. Today, tourism is regarded as high-end consumption, and tourism has become one of the important lifestyles of China people, which also shows that the development of tourism is a demand deeply rooted in people's hearts.

Over the past 30 years, with the development of social economy and the improvement of people's living standards, China's tourism industry has obviously great advantages and huge domestic demand, and has become a service industry with great consumption potential and good growth performance. Because most of the people attending the meeting today are engaged in the real estate industry, I am here to introduce the tourism industry to you, so that you can have a general understanding of the tourism industry.

Just now, after 30 years of development, from 1978 to now, the tourism industry has achieved leap-forward development, which is manifested in the continuous expansion of industrial scale, increasingly sound industrial system and more solid industrial foundation. From the last government proposed that tourism should become an important industry in the national economy, it is now moving towards this goal. To put it simply, or generally speaking, the present situation of China's tourism development mainly has the following characteristics: First, the inbound tourism is growing steadily. With the continuous rise of China's comprehensive national strength, the continuous expansion of international influence and the deepening of market expansion, inbound tourism has continued to grow steadily. Among them, the inbound tourism market for foreigners has developed rapidly. For example, in the past year, the final figures for 2008 have not come out. In 2007, * * * received 2 1, 6 1, 000 foreign tourists, a year-on-year increase of 17.6%. Our tourism industry in China started with inbound tourism. Looking at the development of tourism around the world, we all start with domestic tourism. Our country started in 1978, when the social economy was developing, the country was under construction and foreign exchange was in short supply. First of all, it starts with inbound tourism, so we have always advocated inbound tourism, and the policy is to vigorously develop inbound tourism, which is one of our priorities. The second performance is domestic tourism, with overall growth. Domestic tourism has the largest volume, the deepest potential and the strongest foundation. Its good growth performance and powerful driving function continue to flourish, and the number of residents' trips continues to grow. Domestic tourism puts inbound tourism first. It should be said that with the development of social economy and tourism, domestic tourism is becoming more and more important, because recently, leading comrades in the State Council clearly pointed out that domestic tourism is the foundation of tourism. Therefore, domestic tourism has been discouraged, not developed, not advocated, and no three no from the beginning. However, domestic tourism is really independent of people's will. Although the country had three-no policies on domestic tourism in those years, with the development of social economy and the increase of residents' leisure time, domestic tourism developed rapidly. At present, China's total income, China's total tourism income 1.09 trillion, domestic tourism income accounted for 777 1 billion, leaving international tourism income of 465,438. The third performance is outbound tourism, which maintains a rapid growth trend. With the continuous development of China's social economy, the living standards of China citizens are constantly improving, and the destinations for traveling abroad are constantly increasing. China citizens' outbound travel has maintained a rapid growth, with a wider scope, more flexible modes and expanding scale. In 2007, the total number of China citizens leaving the country reached 46.5438 million. Year-on-year growth 19%, of which 35 million people left the country for personal reasons, up 22% year-on-year, accounting for 85% of the total number of people leaving the country. The rapidly developing outbound tourism market has attracted more and more attention from the society. Inbound tourism, outbound tourism and domestic tourism are now the three major markets, because at the beginning of China's tourism development, inbound tourism was the mainstay. After 30 years of development, the three major markets of inbound tourism, outbound tourism and domestic tourism continued to develop healthily. Just now, the tourism industry achieved good results in 2007. According to statistics, the number of inbound tourists reached 65.438+32 billion, an increase of 5.5%, and the number of domestic tourists reached 654.38+066.5438+05.5. The total domestic tourism revenue was 77.71100 million yuan, up by 25%. The total tourism revenue exceeded 1 trillion yuan for the first time, reaching 1.09 trillion yuan, an increase of 23%. The number of outbound tourists reached 4 1 10,000, a year-on-year increase of 19%. After 30 years of reform and opening up, China has entered the world. At present, China is the largest domestic tourism market in the world, and China has a population of 654.38+300 million. Here is a brief introduction to the current situation of tourism in China.

One is that after 30 years of development, China's tourism industry has formed a considerable scale from the three major markets. The second is to report the impact of the international financial crisis on China's tourism industry. At present, this is a topic that has to be discussed, because it is a relatively common topic with various predictions. Just now, I reported to you the achievements of China's tourism industry in 2007, but this is also due to objective factors that people know. The coming year 2008 should be a very serious year for China's tourism industry. At present, the impact of the international financial crisis on China's tourism development cannot be underestimated. With the globalization of the world economy, the relationship between China's tourism and the international capital market is getting closer and closer. Any change in the international financial market may affect the development environment of tourism and international tourism consumption demand, and then affect the smooth operation of the entire tourism economy. Since the subprime mortgage crisis in the United States, the international financial market has been in constant turmoil. The worst financial crisis since the Great Depression in the 1930s in the United States triggered a financial tsunami on Wall Street, which gradually spread to the whole world. In the past few months, major global markets have fluctuated, investment confidence has been damaged, and financial markets have been in turmoil. Experts predict that the possibility of long-term stagnation of the world economy is increasing, and the global financial crisis triggered by the subprime mortgage crisis may even lead to a global economic slowdown. In the future, the more severe financial market will affect the global economic development situation, including tourism. Specifically, due to the strong impact and weakening of the consumption field, it is affected by a series of objective factors such as the financial crisis. The decline of China's inbound tourism market this year is basically a foregone conclusion, and the spreading international financial crisis is likely to make China's inbound tourism market fall into its lowest point since 2003. We should keep a clear understanding of this. Just now I talked about three major markets. As an entry market, the decline rate of this area is slightly faster from the figure of 1- 10 this year. However, for the domestic tourism market and the outbound tourism market, although the net worth of some China nationals has decreased due to the decline of the domestic stock market, it has affected the domestic and outbound tourism markets to some extent. In the past few months, we have done a lot of research on tourism, the operation of tourism economy, the confidence index of tourism enterprises and the tourism expectations of residents. Our judgment is that with the long-term improvement of China's domestic economy and the increase of national wealth accumulation, it is difficult for the impact of the international financial crisis to reverse the growing demand for tourism, although the growth of the inbound tourism market has been frustrated this year. However, driven by the steady economic development, the continuous appreciation of RMB, especially the continuous increase and accumulation of residents' income in China in the past 30 years, the domestic tourism market and the outbound tourism market may still maintain a steady growth trend. We take advantage of this possibility. Why? At present, judging from the growth rate in recent months, domestic tourism and outbound tourism are still on the rise, but the growth rate has slowed down slightly. Moreover, since the Golden Week this year 1 1 month, including the situation in Beijing, domestic tourism and outbound tourism have remained very strong, so this can also be used as a reason. Of course, although the impact of the financial crisis continues to deepen, when will it bottom out? It will definitely have an impact on residents' travel, and the impact will continue to deepen. In addition, because most of China's tourism enterprises are at a low level of internationalization and are less affected by international financial capital, we study and judge that the impact of this financial crisis on China's tourism enterprises may be limited. Of course, in the middle of China's development, there are also some tourism enterprises, especially the hotel industry, which are closely related to the global capital market. Due to the intensification of the global financial crisis, hotels such as Home Inns may face the risk of reducing financing channels and the amount of financing, which will restrict the healthy development of China's growing budget hotels. In order to cope with the increasingly severe world financial crisis and resist the adverse impact of the international financial environment on China, we all know that the State Council held an executive meeting on 10.5, and 165438+ put forward10 measures conducive to expanding domestic demand, which also conveyed favorable information for the development of tourism. The meeting also pointed out that efforts should be made to optimize the investment structure. Strengthen the encouragement and guidance of independent investment in the market, and guide private capital to invest in projects encouraged by the government and areas in line with national industrial policies. Therefore, we must do everything possible to increase residents' income, expand consumer demand, especially residents' consumption demand, improve residents' consumption ability, and strive to eliminate institutional and political obstacles that restrict consumption and development. Therefore, it should be said that improving residents' consumption expectations, guiding and promoting residents to expand consumption demand, bringing consumption with investment and promoting growth with consumption have become the main highlights and themes of policy measures at present and even in the future. As we all know, in order to implement this series of policies and measures quickly, the central government arranged10 billion investment funds in the fourth quarter of this year to stimulate local investment and social investment. From the tourism sector, of the 100 billion, the tourism industry is about 100 billion, which is used for the construction of tourism infrastructure, because this time the central government is also very clear that investing in tourism as a tourism industry of the central government mainly refers to the construction of tourism infrastructure. This series of policies and measures introduced by the State Council are mainly used to expand domestic demand and stimulate consumption, which is extremely beneficial to the stable development or smooth transition of tourism, because tourism is an important industry to stimulate domestic demand, stimulate consumption and provide employment. Therefore, adopting the policy of expanding domestic demand this time is not only conducive to promoting the sustained, rapid and stable development of tourism, but also conducive to promoting the transformation and upgrading of tourism, because tourism has been developing for 30 years now, and there are indeed problems of transformation and upgrading in all aspects. Therefore, this policy is not only conducive to stimulating the current tourism consumption, but also conducive to enhancing the stamina of tourism development. Moreover, after this test, the tourism economy will grow and the enterprises will innovate and improve. Former US President Roosevelt once said: "The most terrible thing is fear itself", so confidence is more important than gold at present, and confidence must be strengthened in difficulties. There will be a rainbow after the storm. This is aimed at the current financial situation and tourism. Let me briefly introduce that it has a great impact on inbound tourism and a limited impact on domestic tourism. Moreover, recently, the leading comrades in the State Council clearly proposed to develop domestic tourism and lay a good foundation for domestic tourism. Therefore, on many occasions, we say that the future development of tourism should pay more attention to the development of domestic tourism, which includes all kinds of infrastructure of domestic tourism, including the innovation and upgrading of some new formats of tourism accommodation facilities, such as property-based hotels and timeshare.

The third question is to give you a brief report on the development trend of tourism in China. In order to build tourism into an important industry in the national economy, the main goal of China's tourism development set by the National Tourism Administration is that by 20 10, the added value of tourism will account for more than 30% of the added value of service industry and 8% of GDP. At present, the tourism industry in China accounts for 4.05%, and the proportion of direct and indirect employees in the tourism industry will reach 30%. The total trade in tourism services reached $654.38 billion, forming a number of tourist cities with tourism economy as the leading industry, and cultivating tourism as an important industry of the national economy. By 2020, tourism will become the leading industry of service industry, and the added value of tourism will account for more than 40% of the added value of service industry. The tourism structure should be significantly optimized, the public service function should be significantly improved, the international competitiveness should be significantly enhanced, the employment capacity should be significantly increased, and the overall development level should meet the requirements of building a well-off society in an all-round way. The goal set by China National Tourism Administration is based on the research and analysis of the tourism development environment in China.

As we all know, since the Eleventh Five-Year Plan, the tourism industry has ushered in a more relaxed development environment, mainly manifested in the comprehensive optimization of policies, prominent status, and strong economic support for transformation and upgrading; People-oriented society * * * enjoys the fruits; Cultural integration of cultural tourism in civilized countries; In terms of science and education, rejuvenating the country through science and education and innovation and development, the superposition of these extremely favorable development factors will greatly promote the further development of China's tourism industry.

For example, in the political environment, at present, the country insists on taking Scientific Outlook on Development as the overall situation, actively builds a socialist harmonious society based on reform and development at home, and builds an image of a civilized big country based on peaceful development internationally. As a tourism industry, it is essentially in line with the policy orientation of the country to build a people-oriented, circular economy, resource-saving and environment-friendly harmonious society, and its status as an important industry of the national economy is constantly improving. From 1985, the central government defined the orientation of tourism for the first time, to 1992, and further defined tourism as the focus of the tertiary industry, and to 1998, it listed tourism as a new growth point of the national economy, and intensified its cultivation as an important industry of the national economy during the Eleventh Five-Year Plan period. From this development process, the development environment of China's tourism industry has been fully optimized and its position is becoming more and more important.

Second, from the analysis of economic environment, the economic environment is characterized by strong support and transformation. Since the 2nd/kloc-0th century, the globalization of the world economy and regional cooperation have been further strengthened, which has provided a stable market for the development of tourism in China. Economic globalization and increasingly relaxed international environment provide a very good development environment for inbound tourism. According to the forecast, in the next 10 year, it will maintain a steady growth trend of 7%, and the per capita GDP of the people will also be greatly improved. After the basic living needs of the people in China are generally met, the consumption structure will be upgraded to development and enjoyment, and the tourism population, travel rate, tourism expenditure and structure will be at the turning point of transformation and upgrading. Just now, tourism has become one of the necessary contents of the current national life, and these economic environments will present a three-legged situation: the outbound travel of wealthy residents, the leisure travel of urban residents and the sightseeing tour of rural residents. Therefore, we say that the economic environment of China's tourism development strongly supports the transformation and upgrading.

Thirdly, in terms of social environment, because we all know that the core of Scientific Outlook on Development is people-oriented, China has made great efforts to build Scientific Outlook on Development, people-oriented, human settlement, people's livelihood economy and harmonious society have become the mainstream of China's social development, and China's image as the safest tourist destination country in the world, the two-way interactive effect of outbound tourism and inbound tourism can create a good social environment for the development of tourism. More importantly, on the basis of increasing national income, increasing leisure time and providing social security, tourism, as one of the important driving forces to promote social harmony, should and certainly should become an important way for human beings to enjoy and develop society. Leisure tourism consumption is gradually entering the field of national life. Leisure right, tourism right, labor right and education right are all rights that human beings should enjoy in all-round development. This is from the perspective of tourism development in China. Traditional sightseeing is developing to leisure and holiday, so the social environment for the development of China is people-oriented and enjoys the fruits.

Fourthly, from the perspective of the cultural environment of China's tourism development, it shows itself as a civilized country and a cultural tourism country. As we all know, China culture is undergoing great rejuvenation and rise. The China Cultural Life Series, the Beijing Olympic Games and the Shanghai World Expo, together with the implementation of the cultural heritage rescue and protection project, have further enhanced the international influence and attractiveness of China's tourism industry, enriched the cultural connotation of tourism products and enhanced the image of China's tourism industry. That is to say, after 30 years' development, China's tourism industry has paid more and more attention to the cultural connotation and the relationship between culture and tourism, because culture is inherited by tourism, tourism is thriving, tourism is the carrier and dissemination of culture, and culture is the soul of tourism. Therefore, the cultural environment of China's tourism development is a civilized country with prosperous cultural tourism.

Fifth, the environment of science and education, the innovative development of rejuvenating the country through science and education. With the implementation of the strategy of rejuvenating the country through science and education, information technology, equipment technology and transportation technology have been fully reflected and applied in tourism. The implementation of these strategies and the improvement of scientific and technological level have promoted the revolutionary changes in the means, management methods and development space of tourism development, and also helped China's tourism industry to face the world directly and achieve leap-forward development. At the same time, the popularization of national education and the educational function of national education tourism are more conducive to improving national quality, tourism environment and tourism awareness, and can also greatly improve tourists' tourism quality and tourism innovation. Because of the rise of science and education, the development of tourism has greatly improved the quality, including property hotels and timeshare, which involves the quality and education level of citizens, and more importantly, the development of social economy. Influenced by these factors, after 30 years of reform and opening-up, China's tourism industry has changed from undertaking or foreign affairs reception to industry, and has also achieved two qualitative leaps from resource economy to factor economy, and then to industrial economy. In the future, 10 will be a new era of tourism development in China during the strategic transition period. China's tourism industry will enter the era of powerful country tourism, national tourism, leisure tourism and quality tourism, while China, after the baptism of this financial crisis, is based on the development of reform and opening up for 30 years, and tourism is deeply rooted in people's needs. Therefore, after the storm, China's tourism industry will surely usher in the turning point of development and achieve a new round of qualitative leap.