As China marks the 16th China Tourism Day on May 19, the country's travel industry is rolling out an internationally focused campaign that blends massive domestic subsidies with tailored services for inbound visitors.
Themed "Enjoy Quality Tourism, Explore Beautiful Landscapes", this year's initiative features over 9,000 consumer-benefit measures nationwide and a reported 1 billion yuan ($146.34 million) in consumer subsidies, according to the Ministry of Culture and Tourism.
For the first time, the campaign places significant emphasis on inbound tourism. China Southern Airlines has prepared 519,000 discounted air tickets and 1 million travel vouchers, covering popular international routes to South Korea, Southeast Asia, Australia, and New Zealand. The airline also offers free one-day city tours in Guangzhou, Guangdong province, for eligible visa-free transit passengers, as well as overnight accommodation for eligible connecting travelers.
"We want international visitors to experience China's modern convenience and cultural warmth," says Yu Weihai, deputy general manager of China Southern Airlines' North China marketing center.
On the ground, scenic spot operators are addressing long-standing pain points for foreign tourists. The China Tourist Attractions Association is encouraging thousands of scenic spots to improve multilingual guides, cross-border payment systems, and foreign currency exchange services.
Meanwhile, Guangzhou will be hosting the main event and has expanded its tax refund network to over 4,100 stores. Guangdong province is also promoting 10 premium inbound tour routes and leveraging overseas cultural centers in Paris, Seoul and Berlin to showcase local opera, embroidery and the famed Yingge dance.
"We are integrating culture, agriculture and tourism to create a seamless experience," says Zeng Xiaofeng, deputy director of Guangdong's culture and tourism department. Visitors can show a single ticket stub — airline, train, or event ticket — to unlock chain discounts across dining, lodging and attractions.
With direct subsidies, flight deals and smoother inbound travel services, this year's China Tourism Day signals China's push to not only encourage its citizens to travel but also welcome the world back with fewer barriers and more warmth, according to the ministry.
