Badly hit by the SARS epidemic, China’s tourism industry suffered great losses, but today the sector is fast recovering, with overseas tourists flocking to the country. What has been done to attract tourists and how is the industry hoping to make up lost ground?
China ranks number five in the world in terms of both numbers of overseas travelers visiting the country and foreign exchange revenue from tourism. The overall income of China’s tourism industry has maintained a double digit increase since 1996. But the SARS epidemic dealt a heavy blow to the sector in the first half of this year. People’s state of mind changed. After the SARS plague, people were more concerned with the environment, health and quality of life in choosing travel options. As something closely linked to people’s social and economic life, tourism has again become a hot topic.
It is estimated that by the year 2020, China will become the world’s favorite tourist destination. Many in the tourism industry regard it as an advantage to do business in China. At the same time, they have to bear in mind that only those professionals armed with the most advanced knowledge and techniques will be better able embrace the opportunities, as well as the challenges.
The pillars are in red lacquer, in the style of imperial China. The floors are marble. And the crystal chandeliers in the lobby are highlighted in gold leaf. This is a five star hotel in Beijing after a 30 million US dollar facelift. It was the most expensive makeover ever for a hotel in the capital. It was finished in August, not long after the SARS epidemic. Visitors are gradually returning to the city.
Stefan Bollhalder, General Manager of China World Hotel, Beijing, said, “The impact of SARS on the local tourism industry was staggering. Figures released by the National Tourism Management Administration in July suggested that in the first half of the year the country lost 4 billion US dollars from international travelers, and over 10 billion US dollars from domestic tourist spending because of SARS.”
The airlines were among the first to feel the pinch. Civil aviation authorities say that business was down by over fifty percent for Chinese carriers between April and June. Many domestic airlines are expected to record losses for the year, despite a second half turnaround. Like the citizens of Beijing who had their first snowstorm last week, travel agencies are also experiencing a “cold winter”. Hundreds of small and medium sized travel companies folded under the impact of SARS. Several state-owned agencies halted operations in April and May, losing millions in revenue. But many have learned a lesson from the crisis.
Wang Ynagguang, Marketing Manager of China International Travel Service, Co., Ltd., said, “Many young people are flocking to sign up for courses in “tourism management”. Founded in 1998, this tourism management school has quickly become one of the leading institutes devoted to tourism studies.”
Zhang Wen, Professor of Beijing International Studies Universities
In reality, education and training for tourist professionals is far from sufficient to meet market demands. Professionals only make up a small part of the large number of people working in the field. Guides with foreign language skills are in high demands. Many insiders think that it will take time for this somewhat youth-dominated trade to become more mature.
Chen Jianhua, Deputy Director of China International Travel Service Head Office, said, “In the face of growing competition, and an industry still recovering from the effects of SARS, a group of small and medium sized travel agencies have signed collaborative agreements to overcome the disadvantages of their small scale.
Business managers of 11 travel agencies are discussing new tour plans. Since their collaboration began in August, they have held weekly meetings, which are an important channel for facilitating their cooperation.”
Zhang Peiming, Business Manager of Shanghai Qiangsheng Travel Agency, said, “With qualified personnel and collaboration between different travel agencies, China’s tourism is well on the way to recovery. In recent years, in fact, the tourism sector has realized the importance of providing convenient services for all travelers. Changes such as providing more English signs and instructions in cities, and at tourist sites, train stations and airports, have helped people who don’t speak Chinese to get around much easier. Foreign tourists are now more likely to go and see different places on their own.
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